For the individual—the planning process can create
a sense of belonging to / ownership of the organisation
and create personal motivation by creating
opportunities for achievements to be formally
recognised.
We have now examined the culmination /ends of
the strategic marketing planning process—the
structure and content of the marketing strategy /
plan. Now we will examine Strategic Marketing
Analysis the building blocks on which every effective
marketing strategy and plan is based.
· Fewer bad decisions when taken by surprise.
· Greater inter-functional co-ordination
· Better communication and less conflict between
individuals.
· Minimum waste and duplication of resources.
· The existence of a structure around which to
manage