ABSTRACT
This chapter explores the process of determining the organization’s future marketing strategic plan; how is a SWOT analysis used to make sense of the organization’s internal resources, external environmental factors, and consumer research findings; why is determining the organization’s competitive advantage critical to success; and how are strategic actionable goals and objectives developed. It is appropriate that marketing takes a lead role in the strategic planning process. As a first step the mission, vision, and value statements are reviewed. Based on the information from all sources gathered during the analysis stage and using a SWOT analysis, the organization’s competitive advantage is determined. Once the strategic goal is decided, the organization must use the objectives to set performance indicators. Lastly, the strategic plan must be implemented. A calendar of goal, objective, and task completion must be developed so that everyone is kept on track.
