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2.7 Levels of strategy
The previous discussion has mainly focused on corporate objectives and
strategy and the role of corporate planners. So, it is now necessary to
distinguish between strategy and planning at the business level and the
operational/tactical level or what Jobber (2007) classes as the ‘product
level’. Strategic marketing and planning at the business level differs from
operational strategy at the product level. Why, and in what way? Abell
(1982) states that strategic marketing and planning deals with the total
strategy in a market linking customers, competitors and organisational
capabilities, which are central to the strategic marketing process. O the
other hand, operational strategy and planning deals with the
implementation of the marketing mix and how it is used to gain ‘leverage’
in the market place. So, operational planning is about detail and how the
marketing mix can be implemented to achieve the objectives and strategy
outlined at the business unit level. The focus of the rest of this module is
on marketing strategy and planning at the business/strategic level for
international markets.
2.8 Strategic marketing process
All well-written marketing plans are based on the strategic marketing
process and is illustrated in Figure 2.2.
Figure 2.2: Strategic marketing process
