Strategic marketing alignment department

1. STRATEGIC MARKETING ALIGNMENT
DEPARTMENT
Guiselle Nava Mendoza

2. ABSTRACT
The present work is a development about "Strategic alignment of the marketing
department”, from which an analysis of everything was made subject can cover.
In this way, the next development will see the context and environment where you
define each of the concepts based on fundamentals supported with serious and
reliable sources.
The methodology used for this study was content analysis, in order to conclude with a
very personal opinion on this subject.

3. INTRODUCTION
Every company, regardless of size or sector in which it operates, requires developing
a marketing alignment. This must meet a number of requirements to be effective and
demands of its leaders a realistic approach to the situation of the company; its
production is detailed and complete; It must include and develop all objectives; It must
be practical and affordable for all staff; determined intervals, with corresponding
improvements and shared with all staff of the company.
The fact that the Marketing is linked to a changing environment that is continually
offering new challenges to companies, requires that both the tasks to be performed by
marketing as the importance given to each of them is different, in a process continuous
adaptation. Since the problems facing businesses evolve over time, the responses they
offer, are continuously adapted in an attempt to find new solutions.

4. STRATEGIC MARKETING
PLANNING
DEPARTMENT
Before the strategic planning
department of marketing it is very
important to consider what is and
what is a strategic alignment of the
company in general, which consists
of four basic steps:
•Define the mission of the
organization.
•Analyze the situation.
•Ask the objectives of the
organization.
•Choosing the strategies to achieve
these goals.

5. Once defined above we can
move on to what is the
strategic alignment of
marketing which consists of a
five-step process:
•An analysis of the situation.
•Establish marketing
objectives.
•Determine the positioning
and differential advantage.
•Choosing target markets and
measuring market demand.
•Design a strategic marketing
mix.

6. SITUATION
ANALYSIS
This is the first step of the
strategic planning that is to
examine where he has been the
marketing program of the
company, as has worked and
that is likely to face in the years
to come. This allows
management to determine
whether to revise the old design
new plans or to achieve the
objectives of the company.

7. SET MARKETING
OBJECTIVES
The next step in strategic
planning is to determine the
objectives Marketing. The goal
of marketing should always
closely related to the goals and
strategies throughout the
company.

8. POSITIONING AND
DIFFERENTIAL
ADVANTAGE
This covers two complementary
decisions: how to position a
product in the market and as
distinguish it from its
competitors.

9. TARGET MARKET
AND MARKET
DEMAND
As companies can not satisfy all
segments with different needs, it
is wise to concentrate on one or
a few segments. A target
market as we have studied is
the group of people or
organizations to which the
company directs its marketing
program. To select these
markets, the company must
forecast demand, ie, sales in
market segments that seem
promising.

10. MARKETING MIX
To analyze opportunities
management must design a
marketing mix, which is the
combination of many aspects of
the following four elements:
product, as distributed, how it is
promoted, which is the price.

11. PERSONAL CONCLUSION
As a conclusion I can say that it is extremely important that this alignment takes place
in the department marketing as it is key to develop both strategic plans as of
merchandise in order to give an execution to those plans and thus have a more clear
control of the same as measure and evaluate the results and then take corrective
action.

12. BIBLIOGRAPHY
Bonilla, Y.. (2011). Strategic Planning and Marketing Process. February 29, 2016, de
E-Learning Marketing Sitio web: http://e-
learningmarketing.blogspot.mx/2012/07/planificacion-estrategica-y-el-proceso.html
Cepeda, J.. (2012). Marketing Strategic Planning. February 29, 2016, de School of
Industrial Organization Sitio web:
http://www.eoi.es/blogs/juanadoricelcepeda/2012/01/25/planeacion-
estrategica-de-marketing-2/