STRATEGIC MARKETING ALIGNMENTDEPARTMENT

Guiselle Nava Mendoza

ABSTRACT

The present work is a development about "Strategic alignment of the marketingdepartment”, from which an analysis of everything was made subject can cover.

In this way, the next development will see the context and environment where youdefine each of the concepts based on fundamentals supported with serious andreliable sources.

The methodology used for this study was content analysis, in order to conclude with avery personal opinion on this subject.

INTRODUCTION

Every company, regardless of size or sector in which it operates, requires developinga marketing alignment. This must meet a number of requirements to be effective anddemands of its leaders a realistic approach to the situation of the company; itsproduction is detailed and complete; It must include and develop all objectives; It mustbe practical and affordable for all staff; determined intervals, with correspondingimprovements and shared with all staff of the company.

The fact that the Marketing is linked to a changing environment that is continuallyoffering new challenges to companies, requires that both the tasks to be performed bymarketing as the importance given to each of them is different, in a process continuousadaptation. Since the problems facing businesses evolve over time, the responses theyoffer, are continuously adapted in an attempt to find new solutions.

STRATEGIC MARKETING PLANNING DEPARTMENT

Before the strategic planning department of marketing it is very important to consider what is and what is a strategic alignment of the company in general, which consists of four basic steps:

•Define the mission of the organization.

•Analyze the situation.

•Ask the objectives of the organization.

•Choosing the strategies to achieve these goals.

Once defined above we can move on to what is the strategic alignment of marketing which consists of a five-step process:

•An analysis of the situation.

•Establish marketing objectives.

•Determine the positioning and differential advantage.

•Choosing target markets and measuring market demand.

•Design a strategic marketing mix.

SITUATION ANALYSIS

This is the first step of the strategic planning that is to examine where he has been the marketing program of the company, as has worked and that is likely to face in the years to come. This allows management to determine whether to revise the old design new plans or to achieve the objectives of the company.

SET MARKETING OBJECTIVES

The next step in strategic planning is to determine the objectives Marketing. The goal of marketing should always closely related to the goals and strategies throughout the company.

POSITIONING AND DIFFERENTIAL ADVANTAGE

This covers two complementary decisions: how to position a product in the market and as distinguish it from its competitors.

TARGET MARKET AND MARKET DEMAND

As companies can not satisfy all segments with different needs, it is wise to concentrate on one or a few segments. A target market as we have studied is the group of people or organizations to which the company directs its marketing program. To select these markets, the company must forecast demand, ie, sales in market segments that seem promising.

MARKETING MIX

To analyze opportunities management must design a marketing mix, which is the combination of many aspects of the following four elements: product, as distributed, how it is promoted, which is the price.

PERSONAL CONCLUSION

As a conclusion I can say that it is extremely important that this alignment takes place in the department marketing as it is key to develop both strategic plans as of merchandise in order to give an execution to those plans and thus have a more clear control of the same as measure and evaluate the results and then take corrective action.

BIBLIOGRAPHY

Bonilla, Y.. (2011). Strategic Planning and Marketing Process. February 29, 2016, de E-Learning Marketing Sitio web: http://e-learningmarketing.blogspot.mx/2012/07/planificacion-estrategica-y-el-proceso.html

Cepeda, J.. (2012). Marketing Strategic Planning. February 29, 2016, de School of Industrial Organization Sitio web: http://www.eoi.es/blogs/juanadoricelcepeda/2012/01/25/planeacion-estrategica-de-marketing-2/