Stephen Cashman Consultancy & Training The essentials of strategic marketing planning AMA ...

38 Pages·2003·1.14 MB·English

by  Julie Aldridge

SCCaT
Stephen Cashman Consultancy & Training
The essentials of strategic marketing planning
AMA Speaker’s Tour - Autumn 2003
Birmingham - Bristol - Glasgow - London
Overview of session
(cid:137) The ‘Thinking BIG!’ SMP framework
(cid:137) Marketing, strategy & strategic marketing -
working definitions
(cid:137) Mission as the starting point
(cid:137) Using the two pivotal tools: SWOT & TOWS
(cid:137) Identifying strategy sets using TOWS
The underlying stages of
marketing planning
(cid:137) 1. Goal setting - Why are we here & where shall we go?
(cid:137) 2. Situational analysis - Where are we now, what’s out there,
and what are we dealing with?
(cid:137) 3. Action planning & targeting - What shall we do & who should
we do it with?
(cid:137) 4. Implementation - How do we best put our plans into action?
(cid:137) 5. Evaluation - How will we know when we’ve got to our goal and
if it all worked?
The ‘Thinking BIG!’
strategic marketing planning [SMP] framework
SMP phase 1
STRATEGIC
GOAL SETTING
SMP phase 2
STRATEGIC
ANALYSIS
SMP phase 3
MAKING &
SELECTING
STRATEGIES
SMP phase 4
STRATEGIC
ACTION
The marketing concept
Thoughts on strategy - 1
(cid:137) It’s important:
(cid:122) ‘Every company needs a strategy - either explicit
or implicit’
Costas Marikides [1995]
(cid:122) ‘The survival, growth and prosperity of any
organisation depends on the quality and viability
of the strategy the organisation is pursuing’
Andrew Kakabadse, Ron Ludlow & Susan Vinicombe [1988]
Thoughts on strategy - 2
(cid:137) But beware! :
(cid:122) ‘The word “strategy” has become one of the
most common and badly used words in business
writing.’
Paul Fifield [1992]
(cid:122) ‘There is no single, universal accepted definition
[of strategy]. Different authors and managers
use the term differently
.’
Mintzberg & Quinn [1998]
(cid:122) ‘Strategy is very important. But no one knows
what it means. Every professor in the world has
a different version of what strategy means.’
Jo Owen [2002]
Thoughts on strategy - 3
(cid:137) Helpful thoughts:
(cid:122) ‘Strategy is concerned with making major
decisions affecting the long-term direction of the
business’
Drummond & Ensor [1999]
(cid:122) ‘[Strategic management] is a systematic
approach to a major responsibility of
management - to position and relate the firm to
its environment in a way that assures its success
and makes it secure from surprises’
Ansoff & McDonnell [1990]
Key characteristics of strategy
(cid:137) It’s something that’s very important
(cid:137) No hard & fast definitions - can depend upon
perspective
(cid:137) Concerned with addressing big organisational
issues
(cid:137) About aligning the organisation with its
environment in order to maintain ‘fit’
So Strategic Marketing …
is the application of a strategic approach
to an organisation’s marketing activities
which thus contributes to the achievement
of the organisation’s overall goals