Strategic Marketing Planning Case Study

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In most organizations they would be obtained from a much smaller set of people (and not a few of them would be generated by the marketing manager alone).

It is apparent that a marketing audit can be a complex process, but the aim is simple: "it is only to identify those existing (external and internal) factors which will have a significant impact on the future plans of the company." It is clear that the basic material to be input to the marketing audit should be comprehensive.

Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lay the "corporate mission"; which in turn provides the context for these corporate objectives.

This "corporate mission" can be thought of as a definition of what the organization is; of what it does: "Our business is …".

The marketing process model based on the publications of Philip Kotler.

It consists of 5 steps, beginning with the market & environment research.

This next stage in marketing planning is indeed the key to the whole marketing process.

The "marketing objectives" state just where the company intends to be; at some specific time in the future.

James Quinn succinctly defined objectives in general as: "Goals (or objectives) state 'what' is to be achieved and 'when' results are to be accomplished, but they do not state 'how' the results are to be achieved." They typically relate to what products (or services) will be where in what markets (and must be realistically based on customer behavior in those markets).

They are essentially about the match between those "products" and "markets." Objectives for pricing, distribution, advertising and so on are at a lower level, and should not be confused with marketing objectives.


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