Developing and Implementing a Strategic Marketing Plan – Theory and Practice
Vigandt, Valeriia (2022)
2022
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2022032224547
https://urn.fi/URN:NBN:fi-fe2022032224547
Tiivistelmä
The present thesis is dedicated to the subject of strategic marketing planning and its practical application at a case company (the name of the case company is anonymized).
Today, strategic marketing planning has become an integral part of organizations’ overall strategies. In a highly competitive market, an informed strategic marketing plan can help organizations get an upper hand on the market, gain awareness of the various components that make up the market itself, achieve better results than their competitors, gain competitive advantage, and be prepared even for the seemingly unexpected changes on the market.
The core objective of this thesis is to investigate and identify what makes up strategic marketing planning (stages, processes, tools), and it aims to compare the case company’s existing strategic marketing activities pertaining to planning to what is seen as effective in selected literature. As a result of that comparison, the goal is to evaluate whether the case company’s strategic marketing activities consistent with the standards and, based on the identified gap, to suggest ideas for improvement for the case company.
This thesis expects to identify potential weaknesses that can be attributed to the approach the case company uses to conduct its strategic marketing planning activities. As a possible solution, a list of possible ideas for improvement for the case company to consider is to be generated.
Today, strategic marketing planning has become an integral part of organizations’ overall strategies. In a highly competitive market, an informed strategic marketing plan can help organizations get an upper hand on the market, gain awareness of the various components that make up the market itself, achieve better results than their competitors, gain competitive advantage, and be prepared even for the seemingly unexpected changes on the market.
The core objective of this thesis is to investigate and identify what makes up strategic marketing planning (stages, processes, tools), and it aims to compare the case company’s existing strategic marketing activities pertaining to planning to what is seen as effective in selected literature. As a result of that comparison, the goal is to evaluate whether the case company’s strategic marketing activities consistent with the standards and, based on the identified gap, to suggest ideas for improvement for the case company.
This thesis expects to identify potential weaknesses that can be attributed to the approach the case company uses to conduct its strategic marketing planning activities. As a possible solution, a list of possible ideas for improvement for the case company to consider is to be generated.