Alineación estratégica del departamento de Marketing
Juan Guzmán Vilchis
Marketing Strategic Planning
The management process applied to Marketing basically consists of:
1) plan a program of Marketing
2) Start it up
3) evaluate their performance.
The planning stage includes the goals and design strategies and tactics to achieve
them. The implementation stage involves assigning personnel to design and
marketing organization, then direct its operation according to the plan. The
evaluation stage is to analyze the performance against the goals of the
organization. This third stage indicates the continuous and interrelated nature of
the management process. Ie the results of this stage are used for planning goals
and objectives for future periods. So the cycle continues.
Nature of planning.
Who does not know where you are going, any road will take you beyond the point
of the axiom it is that every organization requires general and specific plans to
achieve their goals. Each division of the organization should determine their own
plans, of course marketing function should be considered in these plans will be.
In strategic planning managers mapped resources of the organization Marketing
opportunities in the long run. A long-term perspective does not mean that the plans
run slowly. The term strategic window is used to refer to limited time resources of a
company match a particular market opportunity.
Strategic planning of the company consists of four essential steps:
1) Define the mission of the organization.
2) Analyze the situation.
3) Ask the objectives of the organization.
4) Choose the strategies to achieve these goals
Analysis of the situation:
This is the first step of the strategic planning that is to examine where he has been
the marketing program of the company, as has worked and that is likely to face in
the years to come. This allows management to determine whether to revise the old
design new plans or to achieve the objectives of the company.
The situation analysis usually covers the forces of the external environment and
internal resources. In addition to consumer groups serving the company.
The next step in strategic planning is to determine the objectives Marketing. The
goal of marketing should always closely related to the goals and strategies
throughout the company. For example to achieve an organizational goal of a
recovery in investment, a serious organizational strategy to increase marketing
Positioning and differential advantage:
This includes two complementary decisions: how to position a product in the
market and as distinguish it from its competitors. Positioning as we know refers to
the image of the product in relation to competing products. After positioning the
product must find a viable differential advantage. The differential advantage refers
any feature of an organization or brand that consumers perceive desirable and
distinct than the competition.
Target market and market demand:
As companies can not satisfy all segment with different needs, it is wise to
concentrate on one or a few segments. A target market as we have studied is the
group of people or organizations to which the company directs its marketing
program. To select these markets, the company must forecast demand, ie, sales in
market segments that seem promising.
To analyze opportunities management must design a marketing mix, which is the
combination of many aspects of the following four elements: product, as
distributed, how it promotes, which is the price. This aims to please the target
market and, equally important meet marketing objectives of the organization
Annual marketing planning:
Apart from strategic planning for several years, it is also vital a more concrete and
short-term planning. The preparation of the annual plan follows strategic planning.
An annual marketing plan is the blueprint of marketing activities in the year for
specific division of the company or major product program. In an annual plan will
be devoted more attention to tactical detail than other levels of planning
Purpose and responsibilities of this plan:
Summarize the marketing strategy and tactics with which the specific
objectives will reach the following year.
He points out what to do with respects to other steps in the administrative
Outlines who is responsible for which activities, when to perform them and
how much time and money you can spend.
Select models of planning:
There are several models that are designed to help strategic planning. The
major part of these models can be applied both in the strategic planning of the
company and strategic marketing planning. However must first become familiar
with a form of organization, strategic business unit that is an integral part of
planning and organizational structure of the companies.
A well-known model I want to discuss is the matrix market growth product,
many organizations want or need to grow and for them their common objectives
focus on growth, a company should consider as many markets as their
products have to decide whether to continue doing what he does or better, or
undertakes new business. This matrix provides this information.
MARKET GROWTH MATRIX
Market Penetration: A company tries to sell more of its current products to its
existing markets. Support tactics are spending more on advertising or personal
Market development: a company continues to sell its existing products but a
new market. Companies that depends largely on a few customers usually
undertakes market development to spread risk.
Product Development: a company creates new products to sell in today's
market. These movements are intended to better serve existing customers and
generate more revenue with them.
Diversification: The process by which a company spends to offer new products
and entering new markets, via corporate acquisitions or investing directly in
Fundamentals of Marketing, William J. Stanton, the fourteenth edition.
Publisher MC Graw.