Strategic Planning, Marketing Planning, Business Planning & Corporate Planning

Strategic planning is a critical process that organizations engage in to
identify what they are and where they want to be in the future.


(a) Identify the three levels of strategy.
(b) Explain where marketing planning fits into this process.
(c) Describe the benefits of marketing planning.


a) Corporate Planning
Business Planning
Functional/ Marketing Planning



b) Marketing planning fits in at functional/marketing planning level
because is in implementation of marketing plans to achieve the
objectives of the company within specific product or market.


c) Benefits of marketing plans;
 Its sets out the company’s intention and profits targets.
 It ensure consistency with the overall plans to the organization
 It can monitor the performance of the individuals because the
marketing plans people are written down and described with their
responsibilities.
 It will stimulate teamwork as to the commitment to the marketing
plans.
 People through communication what the plan entails as well as
the reason behind such plan.