Strategic Marketing Planning Case Study

In this context, all of IBM's marketing activities were underpinned by its philosophy of "customer service"; a vision originally promoted by the charismatic Watson dynasty.

The emphasis at this stage is on obtaining a complete and accurate picture.

Abell suggested that the definition should cover three dimensions: "customer groups" to be served, "customer needs" to be served, and "technologies" to be utilized .

Thus, the definition of IBM's "corporate mission" in the 1940s might well have been: "We are in the business of handling accounting information [customer need] for the larger US organizations [customer group] by means of Punch card|punched cards [technology]." Perhaps the most important factor in successful marketing is the "corporate vision." Surprisingly, it is largely neglected by marketing textbooks; although not by the popular exponents of corporate strategy - indeed, it was perhaps the main theme of the book by Peters and Waterman, in the form of their "Superordinate Goals." "In Search of Excellence" said: "Nothing drives progress like the imagination.

James Quinn succinctly defined objectives in general as: "Goals (or objectives) state 'what' is to be achieved and 'when' results are to be accomplished, but they do not state 'how' the results are to be achieved." They typically relate to what products (or services) will be where in what markets (and must be realistically based on customer behavior in those markets).

They are essentially about the match between those "products" and "markets." Objectives for pricing, distribution, advertising and so on are at a lower level, and should not be confused with marketing objectives.In most organizations, "strategic planning" is an annual process, typically covering just the year ahead.Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.The marketing process model based on the publications of Philip Kotler.It consists of 5 steps, beginning with the market & environment research.After fixing the targets and setting the strategies, they will be realised by the marketing mix in step 4.The last step in the process is the marketing controlling.Solid marketing strategy is the foundation of a well-written marketing plan.While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.The idea precedes the deed." If the organization in general, and its chief executive in particular, has a strong vision of where its future lies, then there is a good chance that the organization will achieve a strong position in its markets (and attain that future).This will be not least because its strategies will be consistent; and will be supported by its staff at all levels.


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