Accordingly, the best approach is to accumulate this material continuously, as and when it becomes available; since this avoids the otherwise heavy workload involved in collecting it as part of the regular, typically annual, planning process itself - when time is usually at a premium.Even so, the first task of this "annual" process should be to check that the material held in the current "facts book" or "facts files" actually "is" comprehensive and accurate, and can form a sound basis for the marketing audit itself.In most organizations, "strategic planning" is an annual process, typically covering just the year ahead.
Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lay the "corporate mission"; which in turn provides the context for these corporate objectives.
This "corporate mission" can be thought of as a definition of what the organization is; of what it does: "Our business is …".
The marketing system itself needs to be regularly questioned, because the validity of the whole marketing plan is reliant upon the accuracy of the input from this system, and `garbage in, garbage out' applies with a vengeance.
It is only at this stage (of deciding the marketing objectives) that the active part of the marketing planning process begins'.
After fixing the targets and setting the strategies, they will be realised by the marketing mix in step 4.
The last step in the process is the marketing controlling.The idea precedes the deed." If the organization in general, and its chief executive in particular, has a strong vision of where its future lies, then there is a good chance that the organization will achieve a strong position in its markets (and attain that future).This will be not least because its strategies will be consistent; and will be supported by its staff at all levels.In this context, all of IBM's marketing activities were underpinned by its philosophy of "customer service"; a vision originally promoted by the charismatic Watson dynasty.The emphasis at this stage is on obtaining a complete and accurate picture.Follow these steps to write a strategic plan for an organization.You can advertise your party/organization through the media with tv or radio commercials, or use more grassroots tactics like passing out pamphlets, organizing speeches and protests, sending out mailers, etc.The structure of the facts book will be designed to match the specific needs of the organization, but one simple format - suggested by Malcolm Mc Donald - may be applicable in many cases.This splits the material into three groups: The last of these is too frequently ignored.This definition should not be too narrow, or it will constrict the development of the organization; a too rigorous concentration on the view that "We are in the business of making meat-scales," as IBM was during the early 1900s, might have limited its subsequent development into other areas.On the other hand, it should not be too wide or it will become meaningless; "We want to make a profit" is not too helpful in developing specific plans.