11/18/2013
Module V
Strategic Marketing
Units 15-18
1
Module V
Strategic Marketing
Part A
Unit 15- Internal Analysis
Unit 17- Customer Analysis
Part B
Unit 16- Competitor Analysis
Unit 18- Competitor Strategies
2
1
, 11/18/2013
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.
3
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.
4
2
, 11/18/2013
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
5
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
6
3
Module V
Strategic Marketing
Units 15-18
1
Module V
Strategic Marketing
Part A
Unit 15- Internal Analysis
Unit 17- Customer Analysis
Part B
Unit 16- Competitor Analysis
Unit 18- Competitor Strategies
2
1
, 11/18/2013
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.
3
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.
4
2
, 11/18/2013
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
5
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
6
3
