Strategic Marketing Process

1
Strategic Marketing Process

1. How do we allocate resources?
2. How do we convert our plans into action?
3. How do our results compare with our plans?

2
Phases of Strategic Marketing Process

1. Planning Phase
2. Implementation Phase
3. Control Phase

3
Planning Phase

• Steps
• Situation (SWOT) Analysis
• Market-Product Focus
• Marketing Program

4
Situation (SWOT) Analysis-

• Strengths
• Weaknesses
• Opportunities
• Threats

5
Internal Factors

• Company Analysis
• Staff
• Financial
• Marketing Mix
• Customer Analysis
• Who are they
• Image
• Level of Satisfaction
• Is it changing?
• Competiton Analysis
• Market share
• Competitive Advantage

6
External Factors

• Environment
• Political
• Economy
• Socio-culture
• Technology