Examples of a strategic marketing plan

Written by thomas jones Google
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Examples of a strategic marketing plan
Strategic planning is essential for marketing success. (Jupiterimages/liquidlibrary/Getty Images)

Strategic marketing planning is a process of creating long-term benchmarks and setting a global view. It is an important part of overall marketing campaign; it is at this stage when the company defines what it wants to produces, for whom, and how it wants to sell. Strategic marketing planning requires a lot of effort and can take long time before it becomes implementable. However, a good strategy will save a company lot of time and money at subsequent stages of marketing, such as tactical planning, because, with a good strategy, few mistakes in choosing media for channeling marketing messages or addressing the right target audience will be made.

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Strategic marketing plan has a clear structure and includes the following elements: 1) introduction; 2) goals and aims of the company and means of reaching them; 3) product or service analysis and current market research; 4) SWOT analysis; 5) marketing strategy, including detailed action plans and information about competitors; 6) expected costs, price levels, and promotional activities--all under the umbrella of so-called marketing mix; 7) sales projections for all types of products or services in every target market; 8) a crisis containment plan, consisting of detailed steps to be taken in case the situation goes out of control.

Industry analysis

Understanding in which industry a company is and what is the current situation in that industry is at the heart of any strategic marketing plan. History of the industry, regulations it abides by, trends, life cycle, and other features of a company’s industry have a deep effect on how it operates. For example, social media industry is on growth globally and there are few regulations or barriers to entry, at least in the UK; so, entering social media industry with a good strategy is a clever move.

Competitive analysis

Companies do not operate in a vacuum--there is always some competition, be it direct or indirect. Therefore, strategic marketing plan always looks at the competition--how to outperform competition, is there a way to be more effective, sell cheaper, serve better? A competitive analysis during the strategic planning stage helps companies form clear understanding of who their competition is and if there is a way to acquire competitive advantage.


Usually, UK companies develop 5-year strategic marketing plans. For example, in 2009 the UK Commission for Employment and Skills came up with its Five year strategic plan 2009-2014 in an attempt to set the best direction for development which is in line with governmental guidelines. The strategy is currently being implemented and only time will tell how effective it was. The Bradford College’s five year strategic plan (2010-2015), prepared by hundreds of its employees, is said to be a statement of where the company wants to be.

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