There are three main concepts that determine success in doing business: success, genius of leadership (leader) and planning. And if luck is the ability to be in the right place at the right time and luck, and the leader's genius is personal qualities that are not always developed by the majority, then planning is a process that everyone can master and build his business effectively and achieve set goals in short lines.
Let's talk a little about planning, or rather, we will reveal the concept of strategic planning in marketing.
Strategic planning in marketing as a planning process as a whole involves the search and definition of strategies, as well as the measures ensuring their achievement for a certain period of time, which is calculated on the assumptions about the implementation of the plan in the future.
Strategic planning in marketing plays a key role, as it involves maintaining a strategic balance between the opportunities and goals set for the organization (company) with changing market conditions and external factors.
Strategic planning in marketing has its purpose - to find and highlight the most promising areas of the company’s movement, which can ensure reliable and stable growth and prosperity.
The interest in this type of planning is also caused by the ability to carry out strategic marketing control with its help, but there are also a number of reasons why planning at a strategic level is profitable and effective, we will consider them in more detail.
The first is the understanding by staff and management of the fact that any business structure (enterprise organization) is essentially an open system and the main sources for success are located outside the enterprise.
Secondly, when competition intensifies, strategic planning in marketing ensures survival and is one of the decisive factors in this.
Thirdly, such planning allows sensitive and timely, and most importantly, adequate response to various factors regarding uncertainty and risk from the external environment.
Fourth, given the unpredictability of processes in the future with one hundred percent probability, strategic planning allows using an extrapolation method and a number of forecasting tools to build a clear scheme in which to identify possible risks and losses, as well as to outline the most likely profits. Moreover, using the flexibility of the planning system, you can create several areas and plans that can differ from each other by changes in the external environment, respectively, the behavior of the organization for such changes.
In addition, one of the reasons for the attractiveness of strategic planning can be called the following: planning at this level allows you to foresee the possibility of changing the change of management and production, based on the latest developments in this area. That is, if today some technologies are still developing, be it the managerial environment or production, then using the data on such technologies, you can gradually bring your organization to the transition to such technologies. That allows you to significantly outperform competitors who do not use such a concept as strategic innovative marketing.
To summarize, strategic planning in marketing is a kind of symbiosis that combines intuition and the ability to manage, organize and set tasks for staff to achieve specific goals. Such planning is based on specific findings from an analysis of past periods, and consideration of planning and development of plans for the medium and short term.