BMGT

Running head: STRATEGIC PLANNING PROCESS

STRATEGIC PLANNING PROCESS

Marketing plays a vital role in the overall strategic planning process and the success of any organization. This paper will briefly describe various roles played by marketing in the strategic planning process. First, Strategic marketing helps in the description of the marketing activities which usually affect business, corporate as well as the marketing strategic plans. Strategic marketing activities are classified into three distinct functions which comprise of; marketers are involved in the orientation of individuals in the organization toward markets as well as the customers. The marketers are also responsible for helping companies in the execution of marketing philosophy throughout the process of strategic planning (Dawar, N. 2013).

The second role of marketers in the strategic planning process is to gather or collect and help in analyzing the information which is required in order to be able to examine the existing situation, they are also involved in identification of the trends which are in the marketing environment as well as the assessment of the probable impact on the trends. The last role of marketers in the process of strategic planning process is to develop business, corporate strategic planning process (Strategic branding and marketing. (2015).

A company which I feel has effectively mastered marketing process is Amazon, in the last ten years this company has effectively thrived in business and earned more customers, this is as result of effective advertisement and also keeping a clear reputation. A company which is think needs improvement is ExxonMobil. This company needs to improve in marketing products or services. Social media has greatly impacted marketing in these companies. First, it has greatly helped in the enhancement of brand recognition, the more a company shows up on social media, the greater the company’s brand is exposed and the more recognizable (Holt, D. 2016). . Social media has also impacted marketing by increasing trust through leveraged credibility. Lastly social media has impacted marketing through enhancement of competitive advantage in cold conversions.

References

Dawar, N. (2013). When marketing is strategy. Harvard Business Review, 91(12), 100-108

Holt, D. (2016).  Branding in the Age of Social Media, Harvard Business Review, 94(3), 40-50.

Strategic branding and marketing. (2015). Alaska Business Monthly, 31(10), 112-115