Page 101 - GLOBAL STRATEGIC MARKETING

End of Unit Summary

This unit has highlighted the different levels of strategy; the corporate
level, business unit level and operational or product level. At the corporate

level, decisions and planning related to mission statements, portfolio
planning, objectives, strategy and market position are of concern. At the

business unit level, whether this is a separate company that makes up the
portfolio or a business unit within the organisation, strategic marketing
plays an important role. At the operational, tactical or product level,

specific marketing programmes are developed to implement marketing
strategies and meet marketing as well as corporate objectives. Through

the strategic marketing process, basic questions such as where are we
now, where do we want to be, how do we get there and how do we ensure
survival can be answered. Marketing audits are the foundation for setting

objectives, formulation of strategy, implementation and control. It was also
shown that the strategic marketing process is important as it is the basis

for written-down marketing plans where strategies and specific marketing
programs can be implemented and controlled. However, there are barriers
to the planning process in terms of culture, politics, skills and lack of

resources.