Marketing Cocepts
The Strategic Marketing Planning process: “Where are we now?” | | | |
Student number: 10526133
Student Name: Daniel Jimmy Nwadei
Student number: 10526133
Student Name: Daniel Jimmy Nwadei
According to Everd (1980) “The word strategy came from an ancient Greek military term called “strtagos” which was the name given to the general in command of the army, by the time of Alexander the great strategy became a skill of employing forces to overcome opposition”. Marketing on the other hand is the management process which identifies, anticipates and supplies customer requirements Malcolm McDonald ( ). Strategy, marketing and planning put together gives us strategic marketing plan better known as SMP. Strategic marketing planning consists of three processes which are in a question format. The first question is “where are we now” this process requires us to “Research and analyses the current business and marketing situation of the organisation” Brassington & Pettit (2006).” The second question is where do we want to go?” this process requires us to “develop appropriate objectives and positioning strategy for the organisation” Brassington & Pettit (2006). The third process is “how are we going to get there?” this stage consists of developing marketing strategies and programmes to meet the needs of the target market. In this report I will only be focusing on the “where are we now” part of the strategic marketing plan. I will be using a marketing audit to analyse the current position of the of Black Berry also known as Research in Motion (RIM) within the telecom industry. In order to do that both an internal & external audit will need to be carried out. The internal audit requires looking at past objectives setup by the organisation, past segmentation targeting and positioning strategies. According to the IIA research foundation (2004) “internal auditing is an independent objective assurance and consulting activity designed to add
Student number: 10526133
Student Name: Daniel Jimmy Nwadei
Student number: 10526133
Student Name: Daniel Jimmy Nwadei
According to Everd (1980) “The word strategy came from an ancient Greek military term called “strtagos” which was the name given to the general in command of the army, by the time of Alexander the great strategy became a skill of employing forces to overcome opposition”. Marketing on the other hand is the management process which identifies, anticipates and supplies customer requirements Malcolm McDonald ( ). Strategy, marketing and planning put together gives us strategic marketing plan better known as SMP. Strategic marketing planning consists of three processes which are in a question format. The first question is “where are we now” this process requires us to “Research and analyses the current business and marketing situation of the organisation” Brassington & Pettit (2006).” The second question is where do we want to go?” this process requires us to “develop appropriate objectives and positioning strategy for the organisation” Brassington & Pettit (2006). The third process is “how are we going to get there?” this stage consists of developing marketing strategies and programmes to meet the needs of the target market. In this report I will only be focusing on the “where are we now” part of the strategic marketing plan. I will be using a marketing audit to analyse the current position of the of Black Berry also known as Research in Motion (RIM) within the telecom industry. In order to do that both an internal & external audit will need to be carried out. The internal audit requires looking at past objectives setup by the organisation, past segmentation targeting and positioning strategies. According to the IIA research foundation (2004) “internal auditing is an independent objective assurance and consulting activity designed to add