Distinguish Between Strategic

and Marketing Planning in

Terms of Objectives and
Processes
 LEARNING COMPETENCY:
Distinguish between strategic and marketing planning in terms of
objectives and processes (ABM_PM11- Ie-i-9)

OBJECTIVES:
K: Distinguish between strategic planning and tactical marketing;
S: Discuss strategic marketing and tactical marketing influenced
marketing decisions and;
A: Shows interest in how strategic marketing and tactical marketing
are implemented.
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 “ Strategic Marketing
is defined as the general plan of action
with the company’s vision
and goals.

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20XX
Strategic
Marketing
Process
Marketing
 Strategic Marketing Process

Seeks to establish a clear and concerted

direction for all marketing activities of
an organization. It includes plans to
reach specific goals/objectives.

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 Strategic
Marketing Diagram
Process
Mission Objective Setting Strategy Evaluation
Identification And Control

Situation Analysis Marketing Strategy

Development

Strategic Marketing Process

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 Strategic Marketing Process

Mission A mission statement defines

Identification what an organization is, why
it exists, its reason for being,
its primary customers, the
products and services it
produces, and its
geographical area of
operation.
Strategic Marketing Process
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 Strategic
Marketing Diagram
Process
Mission Objective Setting Strategy Evaluation
Identification And Control

Situation Analysis Marketing Strategy

Development

Strategic Marketing Process

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 Strategic Marketing Process

Situation Analysis This step assesses and evaluates

the market, customers,
competitors, and the company’s
internal and external
environment. This objective is to
identify the company’s strengths
and weaknesses, as well as the
available opportunities and
possible threats.
Strategic Marketing Process
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 Strategic
Marketing Diagram
Process
Mission Objective Setting Strategy Evaluation
Identification And Control

Situation Analysis Marketing Strategy

Development

Strategic Marketing Process

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 Strategic Marketing Process

(SMART)
Objective Setting These enable a company to
control its marketing plan and
provide a consistent focus for all
functions of an organization.
These objectives include sales
revenue, market share, and
profits. They are used as the
basis for strategy selection and
development.
Strategic Marketing Process
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 Strategic
Marketing Diagram
Process
Mission Objective Setting Strategy Evaluation
Identification And Control

Situation Analysis Marketing Strategy

Development

Strategic Marketing Process

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 Strategic Marketing Process

Marketing Strategy
Development This development of a marketing
strategy involves market
segmentation, identification of
target market, positioning,
selection of board marketing
strategies, and the translation of
strategies into action plans.

Strategic Marketing Process

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 Strategic Marketing Process

Marketing Strategy
Development
Strategies can be broadly
classified into 3 categories:

COST LEADERSHIP
DIFFERENTIATION
FOCUSED

Strategic Marketing Process

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 Strategic Marketing Process

Marketing Strategy Strategies can be broadly

Development classified into 3 categories:

COST LEADERSHIP – can be

achieved through low cost supply
contracts, overhead expense
control, economies of scale and
comprehensive cost-cutting
efforts among the others.

Strategic Marketing Process

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title
 Strategic Marketing Process

Strategies can be broadly

Marketing Strategy
Development
classified into 3 categories:

DIFFERENTIATION– seeks to
achieve superior product
attributes and features that are
difference from industry
competitors. This results in
pronounced consumer preference
for the company’s products.
Strategic Marketing Process
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 Strategic Marketing Process

Strategies can be broadly classified

Marketing Strategy
Development into 3 categories:

FOCUSED– Efforts are

concentrated on a relatively small
but profitable market. The
development of products and
services ensure that the needs and
wants of this market are addressed
and that satisfaction is provided.
Strategic Marketing Process
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 Strategic Marketing Process

Cost leadership, differentiation, and focused

Marketing Strategy strategies are implemented through the following
Development
sub-categories:

1. Forward integration
This involves gaining ownership or
increased control over the distribution of
retailers.
2. Backward integration
This involves gaining ownership or increased
in control over supplies.
3. Horizontal integration
Strategic Marketing Process
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This involves the purchase of or increased 2023
 Strategic Marketing Process

Marketing Strategy 4. Market penetration

Development The objective of this strategy is to increase the
market share of current products or services in
current markets through greater and more
intensive marketing efforts. This involves gaining
ownership or increased control over the
distribution of retailers.

5. Market Development
This strategy involves the introduction of
existing products or services into a new
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Strategic Marketing Process
title geographical area or market. 2023
 Strategic Marketing Process

Marketing Strategy 6. Product development

Development This strategy involves the improvement of
current products or services or the development of
new products with the purpose of increasing sales.
7. Related diversification
This involves introducing new related
products or services.
8. Unrelated diversification
This involves introducing new but unrelated
products or services.
Strategic Marketing Process
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 Strategic Marketing Process

Marketing Strategy 9. Retrenchment

Development This involves halting or reversing declining
sales and profits through cost or asset reduction
10. Divestiture
This involves selling all of a company’s assets
as a whole, for their tangible worth
11. Liquidation
This involves selling all of a company’s
assets, in parts, or as a whole, for their tangible
worth.
Strategic Marketing Process
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 Strategic
Marketing Diagram
Process
Mission Objective Setting Strategy Evaluation
Identification And Control

Situation Analysis Marketing Strategy

Development

Strategic Marketing Process

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 Strategic Marketing Process

Strategy Evaluation
And Control
After the strategy is developed,
periodic monitoring and
evaluation are needed. This is
necessary to identify deviations
and make necessary adjustments
and corrections.

Strategic Marketing Process

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 “
Tactical Marketing
refers to the actions a company undertakes
in order to execute an organization’s strategy.
It also refers to a detailed action program

”
covering a shorter period.

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 ACTION
MARKETING MARKETING
PLAN/
STRATEGIES ACTIVITIES
TACTICS

RESPONSIBI
ACTIVITY LITY ACTIVITY
TIMETABLES ACOUNTABI BUDGETS
LITY

MONITORIN
G AND
CONTROL
Diagram of Tactical Marketing
In writing the marketing plan, one should indicate the marketing tactics needed to achieve the
marketing strategy. These tactics must cover the factors that address consumer needs and
wants: product, price promotion place, people, process, and physical evidence

1. Prepare an action plan 2. Name the necessary 3. Identify how the

resources and monitor success of the tactics will
List down the steps in the allocated budget. be measured.
List down the
delivering eachsteps in
tactic Get quotations for all Outline how to evaluate the
delivering each tactic and
and note important elements of the proposal effectiveness of the tactics by
note important
details details
such as time tactics and make a detailed setting goals and benchmarks.
such
frame,assuppliers,
time frame, budget plan. Make sure that This will help in
suppliers, requirements,
requirements, issues, the budget can support the implementing changes or
issues, and persons
and persons in
in charge. tactics because marketing improvements to the tactics.
charge. Anplan
action costs can increase quickly. The measure of the tactic’s
An action is aplan is Also, assign a person to success may be a specific
asequential
sequentialseries
seriesofof
marketing monitor the budget number of customers or pairs
marketing activities.
activities. . throughout the marketing of shoes sold during the event.
campaign.
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 Example of an Item in an action plan

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 Applying Strategic Marketing and
Tactical Marketing
Strategic marketing will always come first
because it shows where the company wants to go in
terms of growth and relation to its competitors.
Tactical marketing consists of the activities
needed to implement the strategies. In short,
strategic marketing is the idea and tactical
marketing is the action.
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 Example:
Strategic Marketing: To increase global presence, the
company formed long-term partnerships with international
companies for sponsorships.

Tactical Marketing: The company participated in

different sports tournaments with partners where exposed
to a global audience.

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Strategic Marketing: Another marketing strategy is the
creation of the Brand ID platform which caters to the
international market.

Tactical Marketing: Creation and delivery of customized

products depending on the preferences of the customers.

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 Directions: Read and understand the following questions. Write
your answers on your activity notebook.

1. How are strategic marketing and tactical

marketing different in terms of the achievement
of objectives?
2. As a marketer, which of the two should be given
more emphasis, strategies or tactics? Why?

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