Process approach to strategic marketing analysis for marketing planning

Abstract

This paper proposes a dynamic concept of strategic markenting analysis for a particular field of enterprise-strategic business unit (hereinafter abbreviated SMA, SBU) as systematic research into outside and inside environment of SBU. Strategic marketing analysis is conceived as a process where results of certain partial analyses implicate the possibility of maintaining other phases of this process. In the process of the analysis it is necessary to respect mutual relationships of individual parts and determine which parts of the analysis are only possible to be processed after the others have been done and which of them can be maintained simultaneously. This complex and dynamic concept of SMA SBU is proposed so that it allows to formulate varieties of SBU strategic marketing platn and enables to manage successfully all the parts of its processing,i. e. target market selection, target market marketing objectives and goals formulation, draw up strategy positioning and balanced strategy of marketing mix. It also serves for tactical marketing program development, creation of budgets and operative work procedures with target markets.