The difference between the strategic plan and the marketing plan could be summarized in the following points (de Carlos, p.20):
- The time horizon of the strategic plan is usually longer term than that of the marketing plan. While the strategic plan globally compromises the future of the company, the marketing plan basically addresses the competencies of marketing. Situation diagnosis of the strategic plan focuses in particular on an environment and sector analysis, while the same analysis in the framework of the marketing plan focuses mainly on a study of the market itself. The objectives defined by the strategic plan they do not have to coincide with those of the marketing plan. The action plans defined in the case of the marketing plan focus on actions of the related business areas / functions.
The importance of the marketing function - and, therefore, of the strategic marketing plan - within the planning process of a company, is enormous. If it is faithful to the concept of marketing (the first element cited to reduce commercial risk), it will only manufacture those products that it can sell, because there is a demand for them. In this way, until the marketing manager has a clear idea of what products can be sold, the production department will not be able to make its own manufacturing plans or, at least, will not know the material and human equipment that it will need. Likewise, the financial department will not be able to complete its studies on the necessary financing,Nor can the human resources department advise on the availability of people in all categories or implement their training plans, etc. (Sainz de Vicuña, p. 68)
In the company, the commercial aspects depend directly on the tactical plan and are reflected in a document other than strategic business planning: the marketing plan. In, he collected the formulation. of the commercial objectives and strategies and then the tactical instruments that will be used to achieve the goals set by the company. Includes the budget determination of expected income, expenses and benefits. It is a working document with a coherent internal structure, consistent with the annual commercial objectives. It expresses the marketing instruments that will be used to achieve the objectives, with clear reference to qualitative and quantitative aspects, with human and economic resources, in a given period of time,assigning tasks and responsibilities… There are strategic elements in the marketing plan, but they are in a second step below the great general plan of the entire company. (Artal, p.125)
The following graph shows the close relationship between the strategic plan and the marketing plan (Source: Sainz de Vicuña. P72.)
The following video briefly presents the relationship between the two plans:
Bibliography
- Artal Castells, Manuel. Sales Management, ESIC Editorial, 2007 by Carlos Martín-Lagos, Francisco de Borja. Systematization of the Commercial Function, Netbiblo, 2008.Sainz de Vicuña Ancín, José María. Marketing plan in practice, ESIC Editorial, 2012
