STRATEGIC MARKETING VS.

TACTICAL MARKETING
Objective:
• The learners shall be able to distinguish
between strategic and marketing planning in
terms of objectives and processes.
STRATEGIC PLANNING

• Strategy is a plan for reaching a specific goal.

In business strategy is a broad goal, such as
increasing sales or market share or creating a
particular image for the business.
• Planning is the process of predicting future
events and conditions and of determining the
best way to attain the goals and objectives of
the organization.
Strategic planning is a management process of
creating and maintaining fit between the
objectives and resources of the organization
and the changing marketing opportunities.
• The very goal of strategic planning is the long
term profitability and growth of the company.
• Identifies internal and external effects and
opportunities to consider in the creation of
strategies and tactics.
• Tactics are the specific actions to be taken in
implementing a strategy. These action
comprise what is to be done, in what order,
using which tools and personnel.

TACTICAL PLANNING is a short range planning

that emphasizes the current operations of
various parts of the organization.
Strategic Planning Process

• Defining the Corporate Mission

• Environmental Scanning
• Goal formulation
• Strategy Formulation
• Program Formulation
• Implementation
• Feedback and Control
 Defining the Corporate Mission

• What is the business?

• Who is the customer?
• What is of value to the customer?
• What will the business be?
• What should be the business be?
 Environmental Scanning

• The collection and interpretation of

information about forces, events, and
relationship that may affect the future of an
organization.
 Goal Formulation

• Goals must be attainable, consistent,

comprehensive and intangible.
 Strategy Formulation

 Program Formulation
 Implementation
 Feedback and Control
Marketing Planning

• Entails crafting activities connected to

marketing objectives and the changing
marketing environment.
• The foundation for all marketing strategies
decisions
• Marketing plan sets out how to put marketing
strategy into practice.
Marketing Process

• Defining the business mission

• Situation analysis
• Setting the marketing objectives
• Describe the target market
• The marketing mix
• Follow-up the marketing plan
 Business Mission
Statement

Objectives
Situation or SWOT Analysis
Marketing
Target Strategy
Market Strategy
Marketing Mix
Product Distribution

Promotion Price

Business Mission
Statement
1. It is a management process of creating and
maintaining fit between the objectives and
resources of the organization and the
changing marketing opportunities.
a. Strategic planning
b. Strategy
c. Planning
d. Tactical planning
2. It is a short range planning that emphasizes
the current operations of various parts of the
organization.
a. Planning
b. Tactical planning
c. Strategic planning
d. strategy
3. It sets out how to put marketing strategy into
practice.
a. Planning
b. Marketing plan
c. Marketing planning
d. marketing
4. Which among the following is a major
competitive scope of a company?
a. Industry
b. Products and applications
c. Vertical
d. All of these
5. It is the collection and interpretation of
information about forces, events, and
relationships that may affect the future of an
organization.
a. Environmental scanning
b. Goal formulation
c. Program formulation
d. Strategy formulation
6. It sets up the limitations for all succeeding
decisions, objectives and strategies
a. Vision
b. Mission
c. Goal
d. objective
7. It is a unique combination of the four Ps
which are product, place, promotion and
pricing.
a. Marketing mix
b. Marketing blend
c. Marketing jumble
d. Marketing mix up
8. It is an important element of the marketing
mix because it means revenue for the
company.
a. Product
b. Place
c. Promotion
d. Price
9. Which of the following types of environment
that closely influence the company and
directly affect the organization’s relationship?
a. Micro environment
b. Macro environment
c. Marketing environment
d. All of these
Forces (Macro) & Actors (Micro)
Broad Forces

10._________ 11. ________

Task Actors

14._______ 15. _______

16._______ Company
17. _______ 18. _____

12. _______

13. __________
Give the two components of marketing
environment
19. ____________
20. ____________