The strategic marketing planning process
This chapter explores different levels in a company and the content of strategy at these levels. It describes the essence of the marketing strategy and discusses the different steps in the marketing planning process. To achieve clarity in the marketing planning process about what should be analysed and what should be decided upon, it is important to understand the levels within a company. Three levels may be distinguished: the company (or corporate) level, the division and strategic business unit level, and the product and marketing mix instrument level. The content of the decisions is different at the different levels. Since brands exist at different levels within a company, positioning also exists at different levels: at the company and product levels. The management of the company or division spends time on the establishment of the desired positions (such as desired growth) of product groups and brands.