STRATEGIC MARKETING PLANNING AND PLANNING ALGORITHM
DOI:
https://doi.org/10.33042/2522-1809-2022-5-172-22-25Keywords:
strategy, strategic planning, plan, managementAbstract
The article analyzes the importance of strategic marketing planning in the management of companies under the conditions of a competitive market. Strategic marketing planning, which is considered an important management tool, began to be used by companies as one of the main assistants in decision-making and achieving set goals. Marketing planning, which can be considered as a by-product of the business plan, makes an important contribution to the formation of the company's business, as it provides conditions for forecasting events and decision-making. This planning, if prepared according to the right methodology, allows you to see different options for business actions. The administrator builds a business plan based on the best options for actions and with the aim of increasing the attractiveness of the product.
A strategic marketing plan can be defined as a document that will structure all the actions that the company will need to take to promote its brand and its solutions, reach the target audience and attract new sales opportunities. This plan contains all the strategies that should be adopted by the company and how it should be done.
The purpose of planning can be defined as the development of administrative processes, methods and approaches that provide a viable situation for assessing the future consequences of current decisions in terms of business objectives, which will facilitate faster and more consistent decision-making in the future. Based on this, it can be stated that strategic planning can be considered as a management process aimed at developing the market, aligning the organization's goals and resources with opportunities. In the field of strategic marketing, the goal is to work on the company's business and products in an effort to direct them to increase sales and profitability.
The tool that must be used to implement strategic marketing planning is an action plan, which can be defined as the division of each strategy, tasks and strategic goals of the organization into more detailed plans.
The action plan allows the company to apply the proposed planning more effectively, because it breaks down the goals into tactical and operational plans, which allows each employee of the company to know his role in achieving the set goal.
Based on the above, it can be argued that strategic marketing planning is a fundamental tool for achieving the organization's goals, especially in the light of profound changes in the nature of business and reforming business strategies, and strategic marketing planning is the basis on which the entire management system is based and is a key component market success of the enterprise.
References
F. Kotler (2007) Basics of marketing Short course M. "Williams" Publishing House 656. [in Russian].
I. Ansoff (1999) New corporate strategy St. Petersburg: Peter Kom 416. [in Russian].
F. Kotler (2000) Marketing management St. Petersburg: Peter-Kom 896. [in Russian].
Chuchmarova, S.Yu. (2013), Innovative strategic planning process at enterprise, VisnikNatsіonalnogo unіversitetu "Lvivska polіtehnіka", Menaezhment tapіd priєmnitstvo v Ukraїnі: etapi stanovleggya i problemi rozvitku, vol. 767, pp. 243–248.
V.S. Kubareva (2013) Methodological aspects of defining the mission and goals of the enterprise Bulletin of the Khmelnytskyi National University 3(2), 224-227. [in Ukrainian]
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