MKT6801: Strategic Marketing Planning Report - SME Analysis

This report provides a detailed analysis of strategic marketing planning, focusing on Network Critical Solutions Ltd, a small IT firm. The report begins with an introduction to the company and its objectives, followed by an overview of its corporate and business strategic objectives. It then delves into the core of strategic marketing planning, outlining the steps involved, including setting marketing goals, conducting market research, analyzing the research, identifying the target audience, determining a budget, developing marketing strategies, and creating an implementation schedule. The report further explores the application of various marketing theories, such as consistency theory and network theory, and their relevance to the company's operations. The marketing mix, encompassing product, price, place, and promotion, is also examined as a key strategy. The report concludes by emphasizing the importance of strategic marketing planning for achieving business goals and competitive advantages. The report uses relevant marketing theory to illustrate its analysis and provides valuable insights into the practical application of marketing strategies in a real-world business context.

Strategic Marketing
Planning

Table of Contents
INTRODUCTION ...............................................................................................................................3
MAIN BODY ......................................................................................................................................3
Overview of organisation.................................................................................................................3
Corporate objectives .......................................................................................................................3
Business strategic objectives ..........................................................................................................3
Strategy marketing planning............................................................................................................4
CONCLUSION ...................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal: ............................................................................................................................9

INTRODUCTION
The corporate world is changing at rapid scale and consists of wide range of businesses
such as small, medium and large. It is critically crucial to examine the market situation so that
strategies are implemented in proper manner (Beier, 2019). Main aim of this report is to understand
the importance of strategy marketing planning within business. Network Critical Solutions Ltd, a
small enterprise and IT firm located in United Kingdom. Entity focuses on manufacturing of
network and deals with vendors that sells the highest quality tools for network visibility etc. It is
expanding its business within US, Europe etc. With employee size of 10 they aims at providing best
services. This report consist of strategy marketing planning, corporate strategy, business objectives.
MAIN BODY
Overview of organisation
Network Critical Solutions Ltd, a small firm located in United Kingdom that deals in
network manufacturing and deployment of networks and other systems. The enterprise aims at
providing of highest quality tool. It is small organisation and its business objective is to extend the
network bandwidth and deliver better services to clients as well as customers. They are also to be
known as TAPs packet brokers that provide total access and visibility across network infrastructure.
They aims at delivering of varieties of products as well as services to achieve higher profits and
revenue. Enterprise has clients base and aiming towards growth and development at rapid scale
(Colton, 2019).
Corporate objectives
These are those type of business objectives that are linked with business as a whole. These
type of business objectives are mostly constructed by superior management. Main corporate
objective of Network Critical Solution Ltd is to develop relations with international clients and
provide them with better network solutions to that client objectives are met at appropriate level
(Goldberg, 2020). It is important for chosen business to focus on these corporate business objectives
so that essential key areas are properly covered as well as accessed.
Business strategic objectives
Business strategic objectives are those which are carried out by company with aim of
achieving mission as well as mission. Strategical objectives are to be viewed as performance goals
for example– Network Critical Solutions Ltd business strategic objective is to be the leading
network manufacturing firm. It is important to focus on such objectives so that benefits are achieved
and resources are used in efficient manner.

Expansion by product development
Business strategic objectives are crucial to be adopted so that it is easy to make decisions.
Product development is being necessary and first priority which is to be done with proper
considerations. So, diversification is that strategy which is being adopted as it helps in accessing to
business opportunities in proper manner. With focusing on diversification strategy, it is easy to
enhance goodwill of a brand.
Strategy marketing planning
A strategy marketing planning refers to planning of goals and objectives in order to achieve
company's mission and vision. Without use of planning, it is not easy to access the organisational
goals in appropriate manner. The strategy marketing planning consist of several steps and Network
Critical Solutions Ltd uses this in following ways which is further discussed as follows-
 Set marketing goals- It is first step in which main aim is to set the marketing goals and
achieve benefits, Marketing goals can be set by conducting proper business environment.
Setting marketing goals is time consuming process and it requires wide range of
information. In context of Network Critical Solutions Ltd, they have marketing goals like to
access vendors and clients to increase productivity and goodwill brand (Heinze, 2019).
 Gaining market research & information- It is another step in which in which it reflects
about accessing to market and gaining information for business development and execution .
As a marketing director, my team will conduct the market research and it is easy for me to
access business opportunities.
 Interpretation of further process- In this step, it states about the examining and analysing
of further process of interpretation and information which has been obtained. As marketing
director, it will be easy for me to make decisions and achieve set objectives.
 Analyse the research- In this step, main focus is on reviewing of research which has been
conducted so that better decision making is being done. In context of selected company, they
assure that clients information and appropriate marketing theories are being applied.
 Identify target audience- It is another important step in which focus is on identifying focus
targetted audience for business. In reference of chosen firm, their target audience is mostly
business clients and It based people (Kotler. 2013).
 Determine a budget- Implementing of strategic marketing planning also require proper and
appropriate budget. It is crucial to prepare a budget so that decisions are made appropriately.
In case of selected company, the budget for their SMP is $40000.
 Develop marketing strategies- It is another crucial aspect in which it marketing strategies

are developed by Network Critical Solutions Ltd. So, marketing strategy which is adopted
by firm is market development.
 Develop implementation schedule- When implementing of strategy, scheduling is also
needed to be done. Without scheduling, it is not easy to prioritize the important tasks. In
relation of selected firm, manager of department make assure that Gantt Chart and WBS is
used for proper scheduling.
In relevance of selected company, they uses different marketing theories in order to achieve
marketing objectives in proper manner. For example- there are different marketing theories which
are used by them and are mentioned below-
Consistency theory
This is type of marketing theory which is used by Network Critical Solutions Ltd to access
comfort and contentment when inner shared belief and values fall within one another. With
consideration of this marketing theory it focuses on social norms and risk linked with individual
(Kotler, 2019). With adaption of this theory, it is easy for chosen company to make assure about
level of consistency so that better output is achieved. With help of this theory, it is easy to access to
situation of every employee in consistence way and also product consistency is easily determined.
Network theory
It is another marketing theory which is adopted by Network Critical Solutions Ltd.
According to this this theory, it states that patters and behaviour are main elements which forms the
relationship. In business, it is crucial to understand the human behaviour for developing better
relations. So, chosen brand apply this network theory by conducting of internal analysis which is
beneficial for accessing to employees behaviour in appropriate manner (McDonald, 2016).
From above analysis of matter, it has been examined that marketing theories are essential to
be adopted so that competitive benefits are easily achieved. It is duty of entity's manager to make
assure that most relevant theories are being used in proper manner.
Marketing mix
It is another essential strategy marketing planning theory which is critically crucial for
development of business goals. It is approach used to achieve set objective and promote a brand. It
consist of several elements that described as follows-
Product
It refers to commodity or item which is meant for sale. In relation of selected brand, they
have varieties of product such as network bands, wires of different bandwidth, quality tools etc.
Price
A price refers to set value of item which is used for exchange process. In context of
selected firm, they have affordable prices of the product. Also, they uses pricing strategies for

product which are for sale.
Place
It is also important element of marketing mix in which it is defined as distribution pace
from where customer are able to easily access the product. In relation of selected brand, they have
client across the region and provide their products as well as services through official website and
third party agencies (Sedej, 2019).
Promotion
In this, it depicts about promotion and advertising of a brand through using of tools and
techniques. In business, it is necessary to promote both product and brand so that awareness in
market is present. So, in viewpoint of chosen company they promote their product through using of
corporate events, campaigns, college recruitment and social media (Sudari, 2019).
Therefore, it is analysed that marketing mix is an important approach and theory which is to
be used as it helps in attaining of goals in appropriate level. By conducting of proper research, it is
easy to access business objectives in effective manner.

CONCLUSION
After a brief analysis of above report, it has been concluded that strategic marketing
planning is critically to be adopted as it helps in achieving of goals and objectives in proper
manner. So, discussions have been about corporate and business objectives, strategy marketing
planning and brief overview of firm has been discussed briefly. It is examined that it is essential for
every business organisation to have relevant information of market and goals so that strategies are
implemented in effective manner. Furthermore, this is also analysed that to achieve competitive
benefits appropriate type of tactics are required to be adopted in most efficient manner.

REFERENCES
Books & Journal:
Beier, 2019. Reward-based crowdfunding as a marketing tool for established smes: a multi case
study. Available at SSRN 3338084.
Colton, 2019. A content analysis of corporate blogs to identify communications strategies,
objectives and dimensions of credibility. Journal of Promotion Management, 25(4),
pp.609-630.
Goldberg, 2020. Investigating the place marketing levels of Business Improvement Districts in
South Africa. Journal of Contemporary Management, 17(2), pp.278-294.
Heinze, 2019. Marketing Touchpoints-Putting Marketing Planning In Its Place. Against the Grain,
31(4), p.36.
Kotler. (2013). Principles of Marketing. (15th Global ed.). Harlow, UK: Prentice Hall
Kotler, (2019). Marketing management (3rd ed.) Harlow: Pearson Education
McDonald, (2016). Marketing Planning: Understanding Marketing Plans and strategy (2nd ed.)
Kogan
Sedej, 2019. The role of video marketing in the modern business environment: a view of top
management of SMEs. Journal for International Business and Entrepreneurship
Development, 12(1), pp.37-48.
Sudari, 2019. Measuring the critical effect of marketing mix on customer loyalty through customer
satisfaction in food and beverage products. Management Science Letters, 9(9), pp.1385-
1396.
Wieland, 2018. SME Marketing mix standardization in the B2B market. Journal of Management
Policy and Practice, 19(1), pp.45-55.
(Beier, 2019)(Colton, 2019)(Goldberg, 2020)(Heinze, 2019)(Kotler. 2013)(Kotler, 2019).McDonald,
2016)Sedej, 2019)(Sudari, 2019)(Wieland, 2018. )