Strategic Planning - the Link with Marketing
Successful businesses owe much of their success to their ability to attract and keep customers. They do this by providing better value for the customer than the competition.
Marketers constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value, known as competitive advantage.
The main challenge with this process is that the market in which businesses operate is constantly changing, so a business must adapt to reflect changes in the market and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as Marketing Planning.
Strategic Planning is concerned about the overall direction of the business. It is involves marketing, and also decision-making about production and operations, finance, human resource management and other business issues.
Questions at the heart of the strategic planning process include:
• Where are we now?
• How did we get there?
• Where are we heading?
• Where would we like to be?
• How do we get there?
• Are we on course?
The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives.
Marketing has a key role to play in strategic planning, because it is the job of marketing management to understand and manage the links between the business and the market.
With over 30 years of strategic marketing experience, helping clients and employer organisations implement both local and international marketing programmes, Beverley Le Cuirot brings a valuable perspective to developing strategic marketing plans and programmes.
She and the Immediate Impact team can lead your strategic planning team, or assist senior management, throughout the entire marketing plan process.
How We Can Help You:
• Research customer attitudes toward your company, your product category, and your competition.
• Evaluate the attractiveness of potential target markets
• Determine the competitive strengths and weaknesses of your company and your competitors
• Develop marketing communications and new business development strategies for each target market
• Design the metrics to measure performance
Why Marketing Planning is Essential
Developing the Strategic Marketing Plan
How to Use a Strategic Marketing Plan
- If you feel we have the right Strategic Planning experience ...
- Call us now to discuss how our Strategic Planning Package can help your Business
- +44 (0) 1534 858 556 / +44 (0) 7797 727 209
- Or email info@immediateimpact.je
PS: Have your seen our range of Strategic Thinking books in the Immediate Impact Resource Centre? Why not browse now?
