This document outlines the strategic marketing planning process. It discusses how strategic planning involves communication across all levels of a company to identify future opportunities and risks. The strategic planning process consists of 5 phases: conducting a situational analysis, establishing marketing objectives, determining a process and differential advantage, selecting strategies to achieve objectives, and designing a marketing strategy. It provides an example of how to conduct an internal and external analysis as part of the situational analysis phase. The conclusion emphasizes that strategic marketing planning helps companies reduce risks by giving consumers desirable products and allowing different departments to work together towards shared goals.

1. MARIO IVAN ESPINOZA SOTENO
MARKETING STRATEGIC
PLANNING

2. Introduction:
The marketing plan is a management tool by which the steps,
methodologies and times for achieving each of the objectives
are determined.
The marketing plan is part of the strategic planning of a
company, we must not forget that they are not isolated
activities as they go hand in hand with other departments.
The marketing plan is a tool that allows us to reach a particular
place considering where we are and where we are going.

3. STRATEGIC PLANNING
 It is a process of communication and determination of
desciciones in which involved all strategic levels of the
company.
 The essence of strategic planning is the systematic
identification of opportunities and dangers that arise in the
future, which combined with other important data provide
the basis for a company to make better decisions in the
present to exploit the opportunities and avoid the pitfalls .

4. Role of Strategic Planning
 Strategic Planning aims to produce profound changes in the
markets of the organization and strategic planning interna.La
culture requires four distinct phases: formulation of mission,
organizational objectives; analysis of the strengths and
limitations of the company; surrounding analysis;
strategizing.

5. HOW IT IS MADE?
The strategic planning process consists of five marketing phases
which are::
Realizar un
análisis de la
situación
Establecer
objetivos de
marketing
Determinar el
proceso y la
ventaja
diferencial
Elegir las
estrategias para
alcanzar estos
objetivos
Diseñar una
estrategia de
marketing
1
2
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5

6. Five phases of the process::
 1: It is done through an internal and external analysis taking
into account a SWOT analysis
 2: Each target is forged with a degree of priority according to
the urgency or potential effect.
 3: (positioning) product image regarding competitors or own
products, differential advantage: creating a desirable feature
that is perceived by the customer over the competition.
 4: Choosing the strategies to achieve these objectives, by
defining a market and segmentation of demand for this market
 5: It is the combination of a product as distributed, as
promoted and price.

7. Example of strategic planning:
A marketing plan begins the same way, making an effort to understand
the situation, gain visibility into everything related to the business itself
and identify opportunities and threats in time.
Situation analysis:
Market trends:
Corporate travel policies.
Local business trends.
economic forecasts
Growth market:
• Historical (last five years).
• forecast short - medium term.
• long-term forecast.
Macroeconomic factors:
• Politicians.
• Economic.
•Social.
•Technology.

8. Internal analisis:
Strengths: strategy, structure, capabilities, personal, values, brand strength and
reputation, for example.
Weaknesses: strategy, personal, way of working, systems, or technology-oriented
facilities, among others.
Opportunities: market regarding suppliers or having to do directly with customers
and their idiosyncrasies.
Threats: barriers to market entry, competitors, alternatives to the product or service
offered, legal or economic factors.
Historical analysis:
Service level.
Prices.
Distribution channels and / or
locations.
Promotions and offers.
Competitive Analysis:
Product and / or service.
Quality.
Selection.
Price.
Reputation.
Visibility.
After-sales service.
Experience.
Stability.

9. Achievement of objectives:
 Achievement of objectives:
 Depending on the audience that the product or service offered and
how has guided the marketing process, we must design the sales
plan. In this process, it is critical that commercial agents:
 Have all the information possible about each prospect.
 Contact each individual at the right time, and not before or after.
 Work on a database to which nurtured and somehow he has.
 Provide a fully customized proposal.

10. CONCLUSION:
Strategic marketing planning is one of the tools of major
communication companies and makes various company
departments work together to achieve goals that will help the
company reduce or avoid risks in the future could suffer. It is a
way to give consumers something they want the product has or
certain changes that the product needs so this planning must be
supported by data platforms to give us a wider vision on trends.