Nowadays, companies fight aggressively to protect their market domain and survive
in competitive advantage. Marketing strategies has a vital role in company success
via introducing their product to the potential customers. Marketing can start even
before the actual PLC in a company.
According to Camilleri (2018), the most important stage in marketing is strategic
planning which provide the better insight via understanding the internal and external
environmental factors, strengths and weakness in a systematic way and align
capabilities, resources and actions with organization strategy. There are two different
kinds of planning: strategic and operative. Strategic planning is considered as a
long-term plan (for a few years) regarding to the anticipate and respond to the
environmental changes and market opportunities, while operative plans consist of
short-term activities (Pajunen, 2012, p.15-17). The strategic marketing guides the
tangible and intangible assets of company in order to make a balance between
short-term efficiency and long-term effectiveness. Veresová (2002), claimed that
marketing plan “connect, balance and harmonize all activities as a coherent
“regarding to achieve the goals.
Strategic planning and marketing planning are closely connected to each other
respecting to their overlaps. Strategic planning focus on company mission, analysis
and objectives. However, a company need marketing plans to explicate and
coordinate these objectives strategically. Each organization emphasize on analysing
their market based on marketing mix 4Ps to build a well-structured marketing
strategy in order to gain customer satisfaction and achieve organizational objectives.
All these variables affect short-term and long-term strategies. Winning new
customers and retain the existing is the chief struggle for any company. In this
essence, company focus on building brand identity, qualified leads, boosting sales
and customer loyalty. Products and distribution have the greatest overall long-term
effects on brand sales. Positive short-term effects can be turned into indirect long-
term effects by influential feedbacks.
in competitive advantage. Marketing strategies has a vital role in company success
via introducing their product to the potential customers. Marketing can start even
before the actual PLC in a company.
According to Camilleri (2018), the most important stage in marketing is strategic
planning which provide the better insight via understanding the internal and external
environmental factors, strengths and weakness in a systematic way and align
capabilities, resources and actions with organization strategy. There are two different
kinds of planning: strategic and operative. Strategic planning is considered as a
long-term plan (for a few years) regarding to the anticipate and respond to the
environmental changes and market opportunities, while operative plans consist of
short-term activities (Pajunen, 2012, p.15-17). The strategic marketing guides the
tangible and intangible assets of company in order to make a balance between
short-term efficiency and long-term effectiveness. Veresová (2002), claimed that
marketing plan “connect, balance and harmonize all activities as a coherent
“regarding to achieve the goals.
Strategic planning and marketing planning are closely connected to each other
respecting to their overlaps. Strategic planning focus on company mission, analysis
and objectives. However, a company need marketing plans to explicate and
coordinate these objectives strategically. Each organization emphasize on analysing
their market based on marketing mix 4Ps to build a well-structured marketing
strategy in order to gain customer satisfaction and achieve organizational objectives.
All these variables affect short-term and long-term strategies. Winning new
customers and retain the existing is the chief struggle for any company. In this
essence, company focus on building brand identity, qualified leads, boosting sales
and customer loyalty. Products and distribution have the greatest overall long-term
effects on brand sales. Positive short-term effects can be turned into indirect long-
term effects by influential feedbacks.
