The Strategic Marketing Planning Process

Companies today try their best to continue to keep up with the changes of services, products and technology. Companies rely on their abilities in marketing to keep consumers interested in their products and services. The success of a company may rely on the company’s marketing performance. Marketing planning starts by thinking of the targeted audience needs, strategies, and the development of the products and or service needed. Developing a marketing strategy will consist of the marketing mix.

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.

The marketing process has gained more and more significance within the modern day business setting. As competition intensifies and the demands of customers exponentially increase, the economic agents are forced to devise and implement new strategies that attract and retain customers. In other words, it is no longer sufficient for a company to provide its customers with high quality products and services, but it has to also make use of complementary solutions, such as marketing strategies.

The purpose of this article is to analyze and explore the characteristics of the marketing plan. Firstly, it will identify the role and nature of marketing plan. Secondly, it will outlines the structure of the marketing plan. Moreover, the paper will determines the each elements in the marketing plan and the linkage between these elements. Additionally, the two misconceptions will be examined. Last, it will conclude the marketing plan is indispensable to the organizations.

Marketing Mix is set of tools used to describe the combinations of the four inputs that constitute the core of an organization marketing system. The four elements are: Product, Price, Place and Promotion.

Examine the components of a marketing plan. Determine the component you believe to be the most important and the

Marshall/ Johnston in Marketing Management 2001 referred marketing planning as the ongoing process of developing and implementing market-driven strategies for an organization and the resulting document that records the marketing planning process is the marketing plan.

a) Articulate the vision, mission, and strategy of your organization (or business unit or division).

There are seven steps that strategic planners must take to determine staff readiness for the process. These steps are (1) securing the support of the church’s empowered leadership, (2) recruiting strategic leadership team (3) communicating constantly with the congregation (4) assessing the church’s readiness for change (5) conducting ministry analysis (6) approaching the process with reasonable time expectations, and (7) laying spiritual foundation for the project

A successful marketing campaign needs a lot of planning up front, a very granular plan, down to the details can help eliminate any surprises along the way and ensure a smooth campaign and increase the chances of achieving your goals.

Aspirations - what does your organization believe in and stand for? This includes its identity within the market place, and also what the

“Setting objectives for a marketing plan is not simple and straightforward matter. It is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. Marketing objectives should be difficult, but they must be achievable. The aim is to set objectives that a challenge, but can be achieved with effort. They must be motivating rather than discouraging.” (Westwood, 2002).

Successful organizations develop both, short and long term goals focus on operational and financial strategies. This process needs constant evaluation in order to identify opportunities for growth. The goal of every healthcare facility should be to become a leader in the industry, attract high-quality staff and health experts, and establish cutting-edge services for the community. By reviewing current operational realities while working a market research enables the organization to develop strategy solutions to address environmental concerns.

Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. The development of a cohesive and integrated marketing communications plan demands the adoption of a systematic process to ensure that all dimensions of the plan are carefully and considered (Yeshin, 1998, p. 70). the

It is the difference between the desired level of sales & projected level of sales.