El plan de marketing: 1. Proceso estratégico y de marketing

Abstract

Humanity has evolved because it has learned from the successes and mistakes of the previous generation. That learning is essential for individuals and organizations if you want to improve, and is based on analyzing what was done previously before moving forward. With that learning in mind, management functions, as well as the stages of the strategic process, can be tightly summarized into three: strategy planning, strategy implementation, and strategy evaluation and control. The planning of the strategy consists of several elements, which could be summarized of analysis, diagnosis, strategic objectives and internal and external strategies. One of the external strategies is marketing, which must be determined following a process similar to the planning of the overall strategy. Strategic marketing planning also includes, after the establishment of marketing strategies, the definition of marketing operations and the evaluation of financial projections. This academic note deals with the stages and elements of the process and strategic planning of marketing, and closes with the definition of the marketing plan, a document in which strategic marketing planning is reflected.

La humanidad ha evolucionado porque ha aprendido de los aciertos y errores de la generación anterior. Ese aprendizaje es esencial, tanto para los individuos como para las organizaciones, si se quiere mejorar, y se fundamenta en analizar lo que se hizo anteriormente antes de seguir avanzando. Tomando en cuenta ese aprendizaje, las funciones de la administración, al igual que las etapas del proceso estratégico, se pueden resumir apretadamente en tres: el planeamiento de la estrategia, la implementación de la estrategia y la evaluación y el control de la estrategia. El planeamiento de la estrategia consta de varios elementos, los cuales se podrían resumir de análisis, diagnóstico, objetivos estratégicos y estrategias internas y externas. Una de las estrategias externas es la de marketing, que se debe determinar siguiendo un proceso similar al del planeamiento de la estrategia general. El planeamiento estratégico del marketing comprende también, después del establecimiento de las estrategias de marketing, la definición de las operaciones de marketing y la evaluación de las proyecciones financieras. La presente nota académica trata sobre las etapas y elementos del proceso y el planeamiento estratégicos del marketing, y se cierra con la definición del plan de marketing, documento en el que se plasma la planeación estratégica de marketing.

Humanity has evolved because it has learned from the successes and mistakes of the previous generation. That learning is essential for individuals and organizations if you want to improve, and is based on analyzing what was done previously before moving forward. With that learning in mind, management functions, as well as the stages of the strategic process, can be tightly summarized into three: strategy planning, strategy implementation, and strategy evaluation and control. The planning of the strategy consists of several elements, which could be summarized of analysis, diagnosis, strategic objectives and internal and external strategies. One of the external strategies is marketing, which must be determined following a process similar to the planning of the overall strategy. Strategic marketing planning also includes, after the establishment of marketing strategies, the definition of marketing operations and the evaluation of financial projections. This academic note deals with the stages and elements of the process and strategic planning of marketing, and closes with the definition of the marketing plan, a document in which strategic marketing planning is reflected.