Strategic marketing planning

Clear marketing thinking is essential for developing a powerful competitive tool that every business needs - a strategic marketing plan.

We talk of a strategic marketing plan because what a business plans to do in the shorter term will be far more effective if it is based on a clear idea of longer term objectives and strategy. Self-evident perhaps, but marketing strategy must be rooted in the strategic thinking for the organisation as a whole.

So a strategic marketing plan will review the strategic situation, identify the issues that will need to be addressed if the longer term objectives are to be achieved, and then focus on activities to move the business forward in the more immediate future.

Because a strategic marketing plan deals with the fundamentals of the business it is often in effect a market-oriented business plan.

An example of the structure and flow of a strategic marketing plan is shown below. Clearly such outlines need to be used intelligently and tailored to the situation and needs of the organisation, but the principles are widely applicable.

Background and current market position	Broadly, where are we now and how did we get here?
Stakeholder expectations, business purpose, values, strategic goals and other guiding ideas	What is the organisation for, what are we trying to achieve, what else guides us?
Market overview / knowledge & understanding Definition Segmentation Analysis Customer needs	What is our marketplace, what kinds of customers with what wants and needs could we serve? What is happening in that marketplace? What opportunities might exist for us?
External factors affecting the business	What environmental forces do we need to consider?
Internal analysis of the company & performance Sales and profitability by product, service, customer, geography, channel Marketing investment Successes and failures so far Resources, competencies, technologies, other intellectual assets	How are we doing? What do we have to work with?
Competition Knowledge of competitors Knowledge of alternative solutions Defined competitive strategies Plans to achieve sustainable competitive advantage	How else could/do our current or potential customers solve their problems? Against whom do we and might we compete, and on what basis? What are they doing and why? How might we compete effectively in the longer term?
SWOT	What are the key points that therefore describe our strategic position & shape our strategic options?
Key issues	Which issues stand out from that analysis as being the most important for us to address if we are to achieve what we want from the business?
Assumptions	What do we assume in making our strategies & plans?
Marketing objectives	What will we set out to achieve through marketing over the next (3) years?
Marketing strategy (and implementation plans)	How will we go about it?
Summary of strategy	What is the main thrust of our strategy?
Market strategy Target market(s) and proposition(s)	On which customer segment(s) will we focus our efforts, why, what will we offer them and why will they buy it?
Branding Strategy Market positioning Values, personality, style, promise	What position in the market will we seek to occupy? How will the business and its products and services be branded, what will the brand(s) stand for, be recognised by and promise to customers?
Product Strategy and Portfolio Plan Product portfolio strategy A portfolio management plan Technology and product road maps	What products and services will the business sell, why, how will they relate to each other? How will the know-how & technology of the business be developed and translated into new products and services?
Pricing Strategy Pricing and discounting strategy & plan	How will pricing be used to motivate channel partners and capture the value created?
Distribution/Sales Strategies and Plans Distribution/channel strategy Sales objectives and overall targets Sales strategy and management plans Channel partner management strategy & plan Channel support programme plan	How will the business make its products and services available to customers? What will be the role and objectives for each channel and any key accounts within it, and how will channels and channel partners be managed and supported?
Promotion Strategy and plans Communications strategy Detailed plans for specific promotional programmes	How will the business make its potential customers aware of its products and services and stimulate interest, trial, purchase and loyalty? What will be the roles of Advertising, Press & Public Relations, Sponsorship, Sales promotion, Direct marketing, Personal selling, On-line activity?
Service/Fulfilment Strategies and Plans Plans for an effective production & delivery process Customer relationship and communications strategy and plan Customer support strategy and plan	How will the business deliver a complete customer experience that is competitive, consistent with brand values and promise, and meets or exceeds customer expectations?
Resource requirements	What resources – people, skills, funding, information, structures – will be needed, and when, to pursue the strategy & implement the plans?
Performance measures	How will we monitor and measure progress, and what will trigger review and revision?
Activity plan	Who will do what, when, to prepare for, implement & monitor the marketing programme?


Marketing Thinking from GCM Marketing Ltd. provides consultancy, advice and practical help with marketing analysis, marketing research, business and marketing strategy, marketing plans, marketing communications, brands & positioning, from a base in Scotland. Copyright © 2004, 2005,2006.