The process of marketing planning
This process consists of three stages:
1. Analysis of the situation
2. Planning goals and strategy
3. Planning specific activities
These steps are necessary regardless of whether we are talking about the short, medium or dolgosrochnuyu. Under the order it is necessary to understand strategic, more General purpose, and tactical, which are more specific goals of the strategic objectives.
As a result of the planning process, we need to get a marketing plan that sets out in detail what the situation now prevails in the market, analysis of chances and risks, objectives, strategy, program implementation policies of product, distribution, contractual and communications policy, as well as detailed information on costs and options for control over the outcome.
Marketing goals can be economic (monetary) factors as increasing profitability, market share, sales volumes, and psychological goals such as raising awareness, recognition, reputation.
Marketing strategy
The marketing strategy should be derived directly from the company's strategy and should be an intermediate before the formation of a suitable marketing mix.
Marketing strategies are divided into 4 levels:
• Market strategy spaces: the strategy of market penetration, strategy deployment (creation) of the market development strategy and product development, diversification strategy
• Strategy of sales promotion: strategy preferences, strategy of relations of prices and quantities.
• Partial market strategy: the strategy of mass production and segmentation strategy
• Strategies of market area: local strategy, regional strategy, national strategy, international strategy, etc
