Paper Summary:

This paper explains that developing a marketing strategy requires certain key aspects to be established from the beginning such as the levels of strategic planning, the relationship between the planning process and the company's mission and the specific objectives for each strategic planning level. The author describes the role of the company vision, the mission statement and the marketing planning objects in developing the strategic plan. The paper details the components of the marketing plan: the summary, the introduction, external and internal environment analysis, SWOT analysis, hypotheses, objectives, marketing strategies, marketing program, budget and the control system.

Table of Contents:
Introduction
The Superior Organizational Level
The Strategic Unit Level
The Functional Level
The Marketing Strategy and the Mission Statement
Strategic Marketing Planning Objectives
The Marketing Plan
The Structure of the Marketing Plan

From the Paper:

"The company's mission statement is a key factor involved in the strategic planning, due to the fact that the mission statement establishes the boundaries in which strategic units operate. The mission statement defines the main directions in order to further guide the company in selecting the most favorable opportunities, starting with prospective customers' needs, competitors' actions, the company's resources, and external environment changes."

Sample of Sources Used:

• Marketing strategy (2008). Wikipedia, the free encyclopedia. Retrieved April 28, 2008 from http://en.wikipedia.org/wiki/Marketing_strategy.
• Fuchsberg, G. (1994). Visioning Missions Becomes Its Own Mission. The Wall Street Journal.
• Write a marketing plan (2008). The Chartered Institute of Marketing. Retrieved April 28, 2008 from http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073869186.
• Marketing (2008). Department of State and Regional Development, Australia. Retrieved April 28, 2008 from http://www.smallbiz.nsw.gov.au/NR/rdonlyres/6A4F86A1-1B04-4A39-9774-5E09A6F83F2E/0/Marketing.pdf.
• Mission Statement (2008). Business Resort Software. Retrieved April 28, 2008 from http://www.businessplans.org/mission.html.

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