Business-to business marketer of your choice

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Reference no: EM133274788

The business-to-business strategic marketing planning process

In business-to-business marketing, as in all other types of organisations, the overall business strategy will guide the development of functional level strategies. This means that the business-to-business marketer does not simply come up with a marketing strategy, but rather follows a systematic marketing planning process, which is guided by the corporate mission, and aligned with the overall organisational strategy. While following the process, the business-to-business marketer will discover what its customers want and be better able to develop products/services that meet those needs.

Apply the business-to-business strategic marketing planning process to a business-to business marketer of your choice.

Two (2) marks will be awarded for the correct application of each element under each of the five (5) steps, with three (3) marks being awarded for selecting the correct performance measure and applying it correctly. Please structure your answer as follows: Steps in the B2B strategic marketing process Application to a B2B marketer of your choice

Step 1: Strategic direction 1) Mission statement

2) Purpose of the mission statement

Step 2: Situational analysis 1) Purpose of the situational analysis 2) External environmental analysis 3) Network analysis 4) Business model analysis

Step 3: Marketing strategy 1) Target market 2) SMART objectives 3) Budget 4) Marketing strategy

Step 4: Marketing mix 1) Marketing mix

Step 5: Implementation and control 1) Implementation 2) Performance measurement

The application must be based on research you have conducted on your chosen businessto-business marketer, and correctly cited and referenced.

Reference no: EM133274788

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