Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a plan for their businesses. This paper ...presents the results of a secondary research survey on strategic marketing planning of SMEs in South Africa. They indicate that while the higher performing SMEs give a higher priority to marketing than to other business functions, they are still sales- or production-oriented. The higher performing SMEs are more aware of strategic planning tools. They compete with value-added products and good buyer-seller relationships. The findings suggest that broad, small business marketing principles to some extent contribute to the success of SMEs.
In terms of markets more competitive, competitive advantage becomes a problem getting increasingly more difficult. Offer organization is the first element that can provide differentiation from ...competitors, the organization should regularly monitor the performance of their products in the market to achieve its objectives. Marketing decisions regarding product policy of the organization should be made after a comprehensive analysis within specific steps of strategic marketing planning. It is necessary, therefore a thorough analysis of the product portfolio of the organizations. In this regard an important role hold product audit policy and brand audit. This paper aims to present the steps and methods to be used for effective analysis of the product portfolio of the organization to effective competition on the relevant market.
In times of budget restraints and limited capacities it is important to use the available resources strictly market-oriented – in other words focused on the client's needs – and with a view to the ...company's targets. Even for a One Person Library, a marketing concept is essential in order to optimize the work of the library. This article introduces the different stages of the marketing management process. Hereby, the analysis of strengths and weaknesses and strategic marketing planning build the core area.
This article deals with the genesis of scientific views on strategic financial planning abroad. The allocation process of strategic planning of functional strategies, particularly financial. Given ...the systematization of conceptual approaches to strategic financial planning within evolution.
Tourism is one of the most dynamic and fastest growing global industries. However, tourist destinations are defenseless from unforeseeable disasters. Recovery shows a sluggish and delicate manner to ...which stepwise guidelines can not be formulated due to diverse internal and external environmental conditions. Thus, a systematic approach is inevitable for a tourism revival following a sudden disaster. This paper explains a systematic approach and analytical means for tourism revival strategic marketing planning with a combination of SWOT matrix and Analytic Hierarchy Process (AHP). SWOT technique examines both internal and external factors of tourism industry. The combination yields analytically determined priority factors and make them commensurable. The prioritized SWOT factors are used to formulate alternative recovery strategies using TOWS matrix. Ultimately a comprehensive priority for each strategic alternative with respect to SWOT factors was evaluated using strategic evaluation matrix. This method was applied for the tourism revival process of Sri Lanka following the 2004 Indian Ocean Tsunami. Results indicate that proactive communication strategy and isolation strategy with effective marketing promotional strategy were the best strategies that could have been implemented for a booming tourism revival process. The accuracy of the proposed hybrid method was established by comparing with then implemented strategies.
Contemporary non-profit strategic management/marketing literature suggests that non-profit organizations, including charities, adopt positioning strategies to differentiate themselves in increasingly ...competitive operating environments. However, the extant literature lacks adequate theoretical/conceptual frameworks and empirical studies to guide research and inform charity management practice. As part of an on-going study in strategic positioning in British charitable organizations, this article presents the key findings of an exploratory survey into the extent of positioning activities in a sample of general welfare and social care charities within the wider voluntary sector in the UK. The empirical findings reveal that charitable organizations undertake positioning activities extensively in their organizations. However, these activities appear to be more complex than those advocated in contemporary non-profit management/marketing literature. The article highlights five emerging themes that could have major implications for research and practice of strategic positioning in charities in specific, and in voluntary-sector organizations in general.
Purpose - The purpose of this paper is to examine the extent to which strategic marketing planning is carried out by Australasian golf clubs and the impact such planning has upon their business ...performance.Design methodology approach - A research methodology borrowed from the "for profit" sector is applied. In total, ten basic strategic marketing practices, each with its own hypothesis, are investigated through a web-based survey of secretaries managers of 180 Australian and New Zealand golf clubs.Findings - Analysis shows that while strategic marketing is being adopted by most clubs, compared with their lower-performing counterparts (on measures of competitive business performance), the higher-performing clubs place a far greater emphasis upon each of the ten basic strategic marketing practices.Research limitations implications - While the survey had a 24 per cent response rate, a small follow-up survey of non-respondents showed no significant difference in answers to four crucial questions. Self-reported, relative performance measures, widely used in the "for profit" sector, have been utilised. The ten basic strategic marketing practices are assumed to be antecedents of success rather than a consequence of such success.Originality value - In addition to providing initial understanding of the extent of strategic marketing planning practice in a sport management context in Australasia, this paper identifies those practices which differentiate higher competitive business performance from lower performance.
The University College of Cape Breton is located in Nova Scotia, Canada and is the only university college in the region. This unique model has created somewhat of an identity crisis for the ...institution, which in turn has fuelled a negative image in its local community. Image restoration, research, consensus building, and strategic planning will be discussed theoretically, with application to the university college experience. Benoit's theory of image restoration is tested and utilized within this post-secondary educational construct.
This article presents a new approach to strategic marketing planning for the tourism industry. It emphasizes quality, efficiency, and effectiveness in the marketing process. The framework presented ...shows tourism marketers how to analyze their marketplace and to develop a strategic marketing plan to increase sales in their target customer segments. The authors recommend a six-step approach to strategic marketing planning for the tourism industry. These steps include needs analysis, research and analysis, creative infusion, strategic positioning, marketing plan development and training, implementation, evaluation, and adjustment. The framework is designed to provide a road map for almost any tourism organization or destination and to help enhance and improve their marketing efforts. It is a strategic marketing system that aims to stretch marketing dollars through planning, monitoring, and evaluation, but it is also action-oriented to benchmark and counter competitors' strategies with built-in performance measures and evaluations.
This chapter is mainly about the strategic marketing planning. It starts by exploring the marketing planning process. It then discusses the importance of developing a marketing plan. A full ...discussion of a marketing plan writing and the elements of a marketing plan is included to display that a marketing plan should be structured and written in a simple and concise way so that it can be easily understood by all the stakeholder of an information organization. By the end of the chapter, the key points of this chapter are summarized and the references are provided.
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