The process of strategic marketing planning in the enterprise

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In order to evaluate the effectiveness of the formulated marketing mix, it is necessary to find out whether it contributes to the achievement of the organization's strategic marketing goals. Both quantitative and qualitative indicators must be used for evaluation.

It can be concluded that when developing a program of events within the framework of strategic marketing, a predominantly situational approach is used. That is, when choosing a strategy, a company should:

compare different options for marketing list of us mobile phone numbers database strategy, differing in marketing policy, economic assessment of the organization’s activities, and forecast indicators of sales dynamics;

weigh all potential risks and adopt the most optimal marketing strategy for the company.

The phases of strategic marketing planning are listed below.

Planning phase
This is one of the fundamental stages, as it includes an analysis of the strengths and weaknesses of the organization, competitive advantages, level of technological development, corporate culture and other significant factors. At the planning stage, it is determined at what stage of development the company is and where it should move next.

There are three main components of the planning phase that allow you to form a clear idea of ​​the state of affairs in the company:

SWOT analysis is the identification of strengths and weaknesses, opportunities and threats for a business, as well as an assessment of the company's position in the market. It consists of the following stages:

Analysis of the actions of competing organizations.

Analysis of the client base and assessment of new client attraction.

Evaluation of the development and activities of the enterprise.

Analysis of market trends.

Based on the conducted SWOT analysis, a marketing plan for the organization is drawn up:

Marketing program. After identifying the pros and cons of the company and analyzing what the target audience needs, what its needs require satisfaction, an action plan is developed. The organization's marketing program is built on the 4P system and includes the following main elements: product, price, placement, promotion.

Defining Marketing and Product Goals:

After identifying the needs of potential customers, the company should formulate goals to meet them, which will increase the likelihood of successful sales of new products in the product range.

Identify key differences. It is necessary to find out how the company's products differ from similar products of competitors. These features can be used as a competitive advantage for subsequent promotion of products on the market.

Selecting target markets. After conducting marketing research into the preferences of the target audience, the company will clearly understand how to achieve a balance between the needs of customers and the goals of its activities.