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the mission statement, objectives, strategy and market position. It also
takes into consideration the marketing audit in order to set marketing
objectives. From this, marketing strategy is determined and specific
marketing mix programs can be outlined. Finally, detailed implementation
and control measures can be specified.
The strategic marketing process/plan is a systematic approach to
marketing strategy, however, it does not guarantee success. Using the
above framework, it is easy to determine that the Dasani water brand (see
case study on Dasani water in Tutorial 2) was introduced to the UK market,
with the wrong position and at the wrong price as the strategic choices
adopted by Coca Cola (parent company) did not take into consideration
important forces within the external environment. But this does highlight
that the best-laid plans are not always a success. There are also other
barriers to planning other than those in the external environment. What
are these barriers?
