Strategic Marketing (SMM)
Rashid Saleem

Lecture 1: INTRODUCTION
Strategic Marketing
Long-term implications
Large investments
Broader concept
Top management
Meeting customers’ needs profitably
Management Strategy
Planning
Organizing
Leading
Controlling
An actionable plan

Strategic Management: set of
managerial decisions and actions that
determine the long-run performance of
a corporation
Marketing Strategy:
An actionable marketing plan
Outcome of strategic marketing
Strategic Marketing: it is a method
through which an organization
differentiates itself from its competition
by focusing on its strengths to provide
better service and value to its
customers
Marketing Management:
Research and analysis
(environmental analysis, consumer
behavior, segmentation)
Strategies
(targeting, positioning, differentiation,
marketing mix)
Implementation & Control

CONCEPTUAL DEVELOPMENT OF MARKETING
Production concept Mass production, EOS, low cost, mass distribution
Product concept Quality, performance, innovative features of the product
Selling concept Aggressive selling promotion effort, push strategy
Marketing concept Identify needs, provide solution, establish long-term profitable customer
relations
Societal marketing concept Doing business by sharing some part of profit for the welfare of society
(CSR)
MARKET ORIENTATION: Organization-wide philosophy of CUSTOMER FIRST

STRATEGIC MANAGEMENT
MATRIX
Management Focus
Internal External
Decision-making
Level
High Corporate
Strategy
Strategic
Marketing
Low Other Functions Marketing
Management

SM SMM
Focus on sustainable competitive
advantage
Focus on customer value
Inclined towards both internal and
external environment
Inclined towards external environment
Larger field than SMM (marketing is
considered as function)
Larger field if marketing would be
considered as philosophy (MO)
Primarily supplier side Both supplier and demand side
Marketing Strategy (MS) SMM
Plan Process
Implementation Planning
Lower management Top management
Narrow scope Broader scope
Short-range Long-range

Marketing Management (MM) SMM
Actions Analysis
Existing opportunities New opportunities
Stable environment Dynamic environment
Marketing department Cross-functional
Short-range Long-range
Reactive behavior Proactive behavior
Near and effective vision Far and wide vision
Present orientation Future orientation

SM Process SMM Process
Environmental scanning Analysis phase
Strategy formulation Planning phase
Strategy implementation Implementation phase
Strategy evaluation and control Evaluation phase
Strategic Marketing:
It is a method through which an organization
differentiates itself from its competition by
focusing on its strengths to provide better
service and value to its customers

Marketing Research and Marketing Strategy
• External environment and PEST analysis
• Industry/Market analysis
• External Factor Evaluation (EFE) matrix
• Completive Profile Matrix (CPM)
• Organization and Value Chain analysis
• Internal Factor Evaluation (IFE) matrix