Strategic marketing presentation is about internal analysis, strategic and tactical marketing, marketing function and strategic role, macro and micro environment, opportunities, threats and organizational response, mission statement, financial analysis, human capital analysis, marketing analysis, m...
Module V
Strategic Marketing
Part A
Unit 15- Internal Analysis
Unit 17- Customer Analysis
Part B
Unit 16- Competitor Analysis
Unit 18- Competitor Strategies
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Unit 15 – Strategic Marketing
Internal Analysis
• The ultimate goal of marketing is to achieve
the highest possible level of customer
satisfaction
– Competition makes organisations improve
efficiency, reduce costs and improve customer
choice, which are all beneficial to business.
• Competitive strategies are, therefore,
essential for an organisation to manage its
competition.
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Strategic Marketing
Internal Analysis
• Strategic Marketing - This is about decisions and
actions that have a major impact on an organisation
over the long term.
– It involves setting the strategic direction for the
organisation with a long term vision to guide investment in
marketing assets and competencies, which can be
leveraged within the business process towards providing
sustainable competitive advantage.
– Actual time horizons are broad.
– Firms involved in strategic marketing are concerned with
the development and implementation of marketing
strategies that are focused on future time frames.
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Strategic and Tactical Marketing
• Tactical marketing - This is the approach that
moves marketing from the strategic to the
operational level and involves designing and
implementing plans for the short term.
– Largely involves the implementation of the various
individual campaigns and programmes that are
required to meet the marketing objectives.
– Making use of the Marketing Mix elements
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Marketing Function and Strategic Role
• Strategic Marketing implies that marketing
planning is carried out at a high level and is a
major influence on corporate planning itself.
• Whereas marketing often used to be regarded as
simply "an activity to help selling", it has now
been elevated to a position of greater
prominence
• Where there is high-level recognition there tends
to be much better planning with the add-on
effect of marketing itself becoming increasingly
sophisticated
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