Page 95 - GLOBAL STRATEGIC MARKETING

Table 2.2: Strategic Marketing Plan

Executive Summary
▪ Current position

▪ Key issues
Corporate Strategy
▪ Corporate mission/objectives
▪ Summary of overall position and corporate strategy

External and Internal Analysis
▪ Overview of market
▪ Internal/external analysis
▪ SWOT
Marketing objectives
▪ Financial objectives

▪ Marketing objectives
Marketing Strategy
▪ Decisions on Marketing Strategy (which products, which market
entry option, which countries, which segments and which
technologies?)
Specific marketing programmes
▪ Product, price. place, promotion, people, processes and physical
evidence

Implementation/control
▪ Schedule of key tasks
▪ Resource allocation
▪ Budgets
▪ Contingency

Control and Forecasting
▪ Success
▪ Benchmarks
▪ Financial controls and measures/costs

Adapted from Drummond, G., Ensor, J. and Ashford, R. (2003) Strategic
Marketing: Planning and Control, Oxford: Butterworth-Heinemann.