16. Strategic Planning at the Company, Marketing, and Sales Force levels The strategic planning on all level in the firm should be well integrated and highly coordinated Strategic Planning for the Total Company Strategic Planning for the total company involves determining the organizations mission, the Board Objectives (Goals) that will enable the company to fulfill its mission, and the strategies and tactics needed to achieve the objectives.
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18. Strategic Marketing Planning Once the total company planning process is completed, essentially the same procedure can be repeated for the marketing Program the Goals, Strategies, and Tactics at the Marketing level are closely related to those at the corporate level. Company Goal Company Strategy Marketing Strategy 1. Earn 20% ROI Cut marketing costs by 15% this year Reduce direct selling efforts by using wholesalers to reach small accounts 2. Increase market share from present 8% to 20% Intensify marketing efforts in domestic markets Enter new markets