Today's ever-changing marketing environment, accompanied by
unpredictable competitive actions, creates uncertainty for
enterprises and presents dilemmas, challenges and problem
situations that necessitate planning ahead in order to survive.
Directional/strategic marketing planning presents a step-by-step
approach to developing plans that give direction to future
marketing actions. Directional/strategic marketing planning begins
with the marketing audit, which provides a clear understanding of
the enterprise's current position in the market, the nature of the
opportunities and threats in the external environment, and the
enterprise's internal strengths and weaknesses. Once the basic
directional market options available in the future have been
determined, specific decisions that the marketer needs to make
given a range of specific plans are discussed.
Directional/strategic marketing planning is aimed at third and
fourth year marketing students.
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