Today’s ever-changing marketing
environment, accompanied by unpredictable competitive actions, creates
uncertainty for enterprises and presents dilemmas, challenges and problem
situations that necessitate planning ahead in order to survive. Directional/strategic
marketing
planning
presents a
step-by-step approach to developing plans that give direction to future
marketing actions.
Directional/strategic
marketing planning begins
with the marketing audit, which provides a clear understanding of the
enterprise’s current position in the market, the nature of the opportunities
and threats in the external environment, and the enterprise’s internal
strengths and weaknesses. Once the basic directional market options available
in the future have been determined, specific decisions that the marketer needs
to make, given a range of specific plans, are discussed.
Contents include the following:
• Variables of the market environment
• Macroenvironmental factors
• Review of sustainable competitive
advantages of the enterprise
• Marketing plan objectives
• The distribution function
• Enterprise-to-enterprise marketing
• The commercial services marketing
mix
• Decision to enter a foreign market
and collection of information
Directional/strategic
marketing planning is
aimed at third and fourth year marketing students.
1 Directional
marketing planning in perspective
2 The marketing
audit and swot analysis
3 Environmental
scanning: the enterprise
4 Environmental
scanning: the market
5 Environmental
scanning: the macroenvironment
6 Evaluation of
the enterprise’s current position and review of key policy decisions
7 Selection of a
directional option, setting directional objectives and formulating guidelines
for anew approach to the
market
8 Marketing plan
to support the overall market plan
9 Selected areas
for directional marketing planning: distribution channels in wholesale and
retail marketing
10 Selected areas
for directional marketing planning: enterprise-to-enterprise marketing (e2e
marketing)
11 Selected areas
for directional marketing planning: commercial services marketing
12 Selected areas
for directional marketing planning: international marketing, the field for
international marketing and the enterprise’s readiness to enter international
markets
13 Selected areas
for directional marketing planning: international marketing – steps in
international marketing, collection of information and planning the export
cycle
14 Selected areas
for directional marketing planning: international marketing – formulation of
the international market and marketing plan
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Suggested Answers to the Discussion questions in the textbook
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