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STRATEGIC MARKETING MANAGEMENT
1. Using three examples, distinguish between internal and external analysis in
strategic Marketing planning (6marks)
Internal analysis focus on the factors within a business or organization. Internal
analysis combines external and internal factors to elaborate more on strengths,
weaknesses, opportunities and threats in a business. Strengths focus on the
determination of employees and production of new products. Weaknesses helps a
business identify the shortcomings of a business towards their service to their
consumers. Opportunities focus on how the business has a platform to attract
potential customers and investors. Threats show the competitor from established
businesses.
External analysis examines the industry environment of a company. External
analysis focus on factors such as competitive structure, competitive dynamics and
history of the company. Hence, external analysis focus on the wider environment
affecting a business. External analysis can be conducted through pestle analysis
that helps in identifying main external opportunities and threats in the market.
Political factors determine trade agreements of different countries. Economic
factors illustrate the interests rates to create consumer confidence. Social factors
helps a company to determine the lifestyle and attitudes of consumers towards their
products and services. Technology is also considered due to the current internet
involvement in business. Environment factors helps in identifying and applying
environmental law and its impact of the products towards the environment. Legal
factors offers a company knowledge on new and existing legislation.
2. Describe the strategic marketing planning process
A well-structured marketing plan has nine steps.
 Set marketing goals. It is necessary to set realistic goals to be achieved from
18- 12 months. Every marketing goal should be structured for change in the
organization.
 Conduct marketing audit. It is essential to review all the marketing activities.
The review contain all advertisements whether they were successful.
 Conduct marketing research. Market research bring realism in the business.
All decisions made will be from the reality.
 Analyze the research. At this stage an organization should analyze raw data
to come up with meaningful findings and solutions.
 Identify a target audience. At this phase, with the help of market research an
organization can easily determine the audience to focus on. The audience
can be determined by age, location and ethnicity.

 Determine a budget. For a company to achieve its goals, it is necessary to
revise its financial information and come up with an effective marketing
budget.
 Develop marketing strategies. With the budget ready, it is easy to begin
strategies that will help in achieving your objectives and reach the target
audience.
 Develop an implementation schedule. The schedule show a timeline of
activities to be done when and by whom. The cost of each activity is stated
for proper utilization of funds within the budget.
 Create an evaluation process. It is important to measure the results since the
value of marketing plan is its effectiveness, which require thorough
monitoring and implementation.

3. Explore six reasons for monitoring and evaluation of business organization
 Monitoring and evaluation are the only determinants and source of
information on a how a business is progressing.
 It often consist of written information that contribute to transparency
accountability in a business. Hence the management can track down use of
funds easily.
 It reveals mistakes hence offer a better platform for learning and
improvement for better performance.
 The organization is able to detect problems early. M&E indicate problems in
an organization. Organizations can easily learn from their mistakes.
 Monitoring and evaluation encourages innovation. Successful business are
open to new ideas for better productivity.
 Monitoring and innovation encourages diversity of thought of opinions. In
proper monitoring and evaluation, every voice is important. Hence ever
member of the organization offers a view on the status of the business.

4. Outline six importance of developing strategic marketing plans in an
organization
 A well-organized strategic market for a sustained growth. Proper planning
gives a clear overview of the future by being able to put strategies that are
resilience to sudden environmental changes.
 A strategic market plan helps organizations in better business decision
making through better understanding of where they operate. Situational
analysis is conducted during strategic planning and the organization analyze
in depth the external and internal environmental factors that may affect the
business. Better decisions are made in order to evade factors that may affect
the survival of the business tools used to analyze are such as SWOT.
 Greater customer satisfaction is achieved by evaluating their needs. Strategic
planning provides an organization with a deeper understanding of the
targeted market and customers. Strategic marketing planning acts as the
foundation of offering the best services and products.
 Organization having proper strategic marketing plan enjoy competitive
advantage. The company is able to take advantage of the competitive forces
that is beneficial to them. Being prepared for the future is one of the ways of
being better than others.

 Strategic market planning helps an organization to establish goals. The
organization is able to know where they are heading to. Planning gives a
tangible goal of an organization towards its specifications such as cost, profit
and customer related goals.
 Strategic marketing planning is essential in removing unnecessary initiates.
The organization is able to locate its resources properly. Therefore, strategic
marketing planning is the backbone of the organization survival.
5. Examine four opportunities created by emerging issues in strategic
marketing management
 Employing of skilled workforce. Skilled workforce will help in improving
the performance of the employees. Quality products are also achieved by
having skilled workforce. An organization with skilled workforce gain more
profits due to high productivity from workers.
 Proper utilization of digital platforms. Advertisement of products is good
for marketing products and reach to a wider range of audience.
 Being innovative. Innovation is an essential way of dealing with the issue on
competition, trends and the changing demographics of consumers.

 Helps in clear understanding of customers. That data obtained in marketing
research provides data that can be used in product development and product
improvisation for a company to satisfy customer’s needs.

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STRATEGIC MARKETING MANAGEMENT

1. Using three examples, distinguish between internal and external analysis in

strategic Marketing planning (6marks)

Internal analysis focus on the factors within a business or organization. Internal

analysis combines external and internal factors to elaborate more on strengths,

weaknesses, opportunities and threats in a business. Strengths focus on the

determination of employees and production of new products. Weaknesses helps a

business identify the shortcomings of a business towards their service to their

consumers. Opportunities focus on how the business has a platform to attract

External analysis examines the industry environment of a company. External

analysis focus on factors such as competitive structure, competitive dynamics and

affecting a business. External analysis can be conducted through pestle analysis

Political factors determine trade agreements of different countries. Economic

involvement in business. Environment factors helps in identifying and applying

factors offers a company knowledge on new and existing legislation.

2. Describe the strategic marketing planning process

A well-structured marketing plan has nine steps.

 Set marketing goals. It is necessary to set realistic goals to be achieved from

 Conduct marketing audit. It is essential to review all the marketing activities.

The review contain all advertisements whether they were successful.

 Conduct marketing research. Market research bring realism in the business.

All decisions made will be from the reality.

to come up with meaningful findings and solutions.

can be determined by age, location and ethnicity.

revise its financial information and come up with an effective marketing

 Develop marketing strategies. With the budget ready, it is easy to begin

 Develop an implementation schedule. The schedule show a timeline of

for proper utilization of funds within the budget.

 Create an evaluation process. It is important to measure the results since the

value of marketing plan is its effectiveness, which require thorough

monitoring and implementation.

 Monitoring and evaluation are the only determinants and source of

information on a how a business is progressing.

 It often consist of written information that contribute to transparency

accountability in a business. Hence the management can track down use of

 It reveals mistakes hence offer a better platform for learning and

improvement for better performance.

 The organization is able to detect problems early. M&E indicate problems in

an organization. Organizations can easily learn from their mistakes.

 Monitoring and evaluation encourages innovation. Successful business are

open to new ideas for better productivity.

 Monitoring and innovation encourages diversity of thought of opinions. In

proper monitoring and evaluation, every voice is important. Hence ever

member of the organization offers a view on the status of the business.

 A well-organized strategic market for a sustained growth. Proper planning

resilience to sudden environmental changes.

 A strategic market plan helps organizations in better business decision

making through better understanding of where they operate. Situational

analysis is conducted during strategic planning and the organization analyze

 Greater customer satisfaction is achieved by evaluating their needs. Strategic

planning provides an organization with a deeper understanding of the

targeted market and customers. Strategic marketing planning acts as the

foundation of offering the best services and products.

 Organization having proper strategic marketing plan enjoy competitive

advantage. The company is able to take advantage of the competitive forces

being better than others.

tangible goal of an organization towards its specifications such as cost, profit

and customer related goals.

 Strategic marketing planning is essential in removing unnecessary initiates.

The organization is able to locate its resources properly. Therefore, strategic