Stages of development of strategic marketing of the enterprise

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Strategic Marketing_Stages of Development

Developing a strategic marketing program is a complex process that consists of the following steps.

Stage 1. Marketing audit of business. Includes analysis of the state of the market environment, the level of demand for the company's products, assessment of factors that may influence list of us mobile phone numbers database changes in consumer preferences, analysis of competitors' actions, diagnostics of the state of affairs in the organization.

Marketing audit involves studying the internal sphere of strategic marketing in a company and the external environment (at the macro and micro levels). The purpose of conducting a marketing audit in an organization is to collect information to select the optimal marketing strategy and develop a program of activities for its implementation, taking into account the specifics of the company and certain requirements for business processes and organizational structure.

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In practice, marketing audit is carried out in several stages. First, it is necessary to formulate the objectives of the audit check. Then, select the appropriate methods and means for collecting the necessary information. At the next stage, the quality of the selected marketing audit methods is assessed. Then, the information is directly collected, its preparation is assessed, and the analysis itself is carried out. At the end of the check, a conclusion is drawn up on the results of the marketing audit.

Stage 2. Defining the goals and objectives of the marketing strategy.

In order for the selected strategic marketing directions to correspond to the actual state of affairs and capabilities of the company, it is necessary to organize a full marketing audit and formulate both the goals and development plans of the enterprise. When choosing goals, it is worth adhering to traditional requirements for their formulation: specificity, achievability, consistency of goals, measurability, certainty in time, compliance with the specifics of the organization's activities and the level of professional training of personnel.

It is worth remembering that the main goal of the company's work, voiced within the framework of the marketing strategy, does not necessarily have to concern the material sphere (for example, to increase sales by 30% or to increase turnover by 2 times). The main goal of the action program developed within the framework of strategic marketing may be the formation of an image, strengthening the business reputation of the company, increasing consumer loyalty.

Stage 3. Determination of strategic marketing directions (selection of target segment, positioning policy and promotion of the enterprise brand).

It would not be entirely correct to begin forming the company's marketing mix immediately after receiving the results of the marketing audit and formulating the goals of the marketing strategy. To ensure its greater effectiveness, it is necessary to ensure that all components of the marketing mix reflect certain general key principles that reflect the 5 main elements of the marketing strategy: selection of sales markets, target audience, positioning policy, trademark policy and directions of company development.

Stage 4. Selection and development of the organization's marketing mix based on the listed elements of the marketing strategy. The marketing mix traditionally includes the organization's product