Strategic Marketing Planning
If the arrival of Marketing means anything, it is the transition of trade: the predominance of interest that the seller, for consideration by the purchaser or consumer. According Santesmases, (1991) “Marketing is human activity that aims to satisfy the needs and wants through exchange processes, is therefore both a philosophy and technique.”
“As a philosophy, – continues Santesmases, (1991) – is a mindset, an attitude, a way of conceiving the terms of trade by the company or entity that offers its products to market. This conception of the needs and desires of consumers and designed to your satisfaction the most beneficial way for both the consumer and the entity. ” “As a technology, marketing is the specific mode of executing or carrying out the terms of trade, which is to identify, create, develop and serve the demand.”
The Strategic Planning Process Marketing companies play a critical role … marketing director has the most to contribute to the strategic planning process with leadership roles in defining the mission of the company, environmental analysis, competition and business situations, development of objectives, programs and strategies, product definition, market, distribution and quality plans to develop business strategies. This commitment extends to developing programs and operational plans that are fully linked to strategic planning. (Kotler, 1999)
One of the most useful and important marketing is to plan well in ensuring the future success of our company, based on responses to this we offer to the market demands, the environment in which we possessed constantly changing and evolving, the success of our company depends largely on our ability to adapt and anticipate these changes. We must be able to understand to what extent and how future changes will experience our environment affect the company and to establish appropriate strategies to make the most to our advantage.
For this, the company must define its goals based on the formulation of which is the company itself, what is its market-product and who are their customers. The company never should remain behind the market. (Muñiz, 2001)
The definition of the company and the business that is, the product sold or service provided, the market you are targeting, it is the starting point of strategic marketing.
The Strategic Marketing serves to allow the company to take every opportunity offered by the environment, overcoming the threats of the same, facing the continuing challenges that are presented. (Muñiz, 2001)
The company must make decisions today, but considering how it might affect their future for the impact of our actions, observing the changes arising in the environment and maximizing internal resources available and are a key competitive advantage with respect to competition.
Strategic Marketing is essential for the company to not only survive, but taking office in a prominent place in the future. Muniz says … “Responding successfully to the question – do we have a strategy for future – it seems that whatever is difficult because not all companies faced, have the disadvantage of its implementation. So one of the biggest concerns corporate strategists is to find the fastest and safest way to create value, understood not only as a result that benefits the shareholders of the company, but as something capable of meeting or loyalty to the customers, employees and suppliers. “
Strategic Marketing Planning asserts Muniz (2005), is intended to produce profound changes in the markets of the organization and internal culture.
The activities of Marketing Strategic Planning are:
- Define the mission.
- Identify Strategic Business Units.
- Analyze and evaluate the business portfolio.
- Identify new business areas.
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