Role of strategic marketing in an organization

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Strategic marketing plan for Sampath

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Table of Contents
Executive summary ...........................................................................................................................
Introduction .......................................................................................................................................
1.1 Role of the strategic marketing in the organization ....................................................................
1.2 Processes involves in strategic marketing ...................................................................................
1.3 Strategic marketing and corporate strategy ...............................................................................
2.1 Models used in strategic marketing planning ..............................................................................
2.2 Strategic positioning and marketing tactics ................................................................................
3.1 Appropriate marketing techniques to ascertain growth opportunities in the market...................
3.2 Strategic marketing objectives for a market. ..............................................................................
4.1 Impact of changes in the external environment on a marketing strategy ..................................
4.2 Strength and weakness of the marketing strategy ......................................................................
4.3 Key emerging themes in marketing strategy ..............................................................................
Conclusion .........................................................................................................................................
References .........................................................................................................................................

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Executive summary
Sri Lankan financial industry is highly competitive since there are more than 20 commercial banks
and more than 50 financial institutes operate in Sri Lanka. Sampath bank is one of leading
commercial bank among them which operate since 1986. The purpose of this report is to
comprehensively analysis the strategic marketing plan of Sampath bank. Secondary data such
as business journal, magazine and subject related books have been referred to conduct this
study. Further strategic marketing tools such as PESTLE, marketing mix, Ansoff’s matrix, 4Ps
have been used for this study.
Introduction
Sampath Bank is one of leading commercial banks in Sri Lanka which has more than 230
branches all over the Sri Lanka. Sampath bank has product range covering personal banking,
corporate banking, international banking, project financing, treasury and many banking sectors
targeting different customer segments. Strategic marketing management use to implement
company mission through focused processes to get the best out of current market plan. Strategic
marketing can be defined as the process of creating superior customer value that create a great
shareholder value and competitive advantage. The purpose of this report is to critically evaluate
the strategic marketing plan of Sampath Bank.
1.1 Role of the strategic marketing in the organization
Strategic marketing is a role of strategic level in the organization. Strategic marketing is directly
linked to the overall business direction and market and portfolio decisions. Further investment
decisions, new product development and the overall competitive positioning are based on the
strategic marketing. A strategic marketing support to identify the potential markets, define
business objectives and also develop the growth strategies and execution programs (Kotler and
Keller, 2008). Further it support to reduce the threats from competitors and reduce the
uncertainties in dynamic external environments. Strategic marketing plan is used to improve the
company’s capabilities by allocating resources and developing core competencies to achieve the
competitive advantage. It establish a framework to function, monitor, control and integrate all the
efforts of the company.
1.2 Processes involves in strategic marketing
Main thing that management keep in mind is strategic management plan need to be aligned with
vision, mission and values of the business. Further management need to define the corporate
long term goals. Then company need to conduct environmental analysis. Company need to
conduct internal and external marketing audit. PESTEL analysis can be used for external
environment analysis. Competitor analysis is also come under external environmental analysis.
Porter’s five forces and competitor analysis can be conducted to perform task environment