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INTERNATIONAL STRATEGIC MANAGEMENT: With the aid of diagrams analyse: a)A strategic marketing planning framework. (40%) b)How and why the details of this strategic marketing process may differ in the international context. (60%) - Essay Example

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INTERNATIONAL STRATEGIC MANAGEMENT: With the aid of diagrams analyse: a)A strategic marketing planning framework. (40%) b)How and why the details of this strategic marketing process may differ in the international context. (60%)

The first criterion for the development of a strategic marketing plan framework is the organizational environment – internal and external (Chaffey, 2006, 14),; the identification and the evaluation of the conditions in the organizational environment is a prerequisite for the development of effective strategic marketing plan framework; these conditions can be identified and analyzed using two different strategic tools: the PEST analysis and the SWOT analysis; the first of these tools reflects the following elements of the organizational environment: a) Political, b) Economic, c) Social and d) Technological. The above elements are analyzed as follows: a) the Political elements of the organizational environment represent the political conditions of the market in which a firm operates; stable political conditions can be positively affect the development of commercial activities within the particular market; therefore the effectiveness of a specific strategic marketing plan framework is expected to be increased, b) the status of the economy in the country where a fist is established is important in order to decide on the potential expansion of the firm – not in a foreign market (where the conditions of the economy of the targeted market are also expected to play a key role) but in the local market, c) the social characteristics and culture of a country affect the consumer preferences in regard to all products/ services; in this context, the local ethics and culture have to be taken into consideration when a firm’s marketing campaign is to be planned, d) the technological elements of the organizational environment reflect the technology used in various organizational departments; this technology is likely to affect the performance of the firm – including its ability to develop innovative products/ services; therefore the technology available for the development of ...Show more

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a) The strategic marketing planning framework is used in order to develop a marketing project that will be used in the promotion of specific products/ services; this plan can involve either in the national or the international market; in the last case it needs to be…
Author : stoltenbergbrau
INTERNATIONAL STRATEGIC MANAGEMENT: With the aid of diagrams analyse: a)A strategic marketing planning framework. (40%) b)How and why the details of this strategic marketing process may differ in the international context. (60%) essay example
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