Strategic planning involves developing annual and long-term plans to achieve objectives amid changing market conditions. A mission statement communicates a company's purpose by describing its business, customers, and profit status. Marketing involves analyzing internal strengths along with external political, economic, social, technological, and competitive factors that comprise the macro and micro environment. The planning process entails situational analysis, objective-setting, strategy development, action planning, and control via feedback. Marketing audits examine performance to identify issues and recommend improvements. PEST analysis scans the political, economic, social, and technological landscape to understand external influences on an organization.

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Principles of Marketing
Strategic Planning and Mission statement
Ahmad Idrees

2. Strategic Planning
Annual plan—A short-term plan that describes the company’s
current situation, its objectives, the strategy and budgets for
the year ahead.
Strategic Planning – The process of developing and
maintaining strategies to maximize the capabilities of
organizations to achieve the objective in the changing
marketing environment.
Normally ,long term (for 3-5 years or even more).

3. Mission
A Mission is a statement of organisation’s purpose
– what it wants to achieve in the wider environment.

4. Mission Statement Normally tells ….
What is our business?
What are our customers?
If we work for profit or not?

5. Marketing Environment
The organization's marketing environment is made up of:
1. The internal environment e.g. staff , office technology, wages
and finance, etc.
2. The micro-environment e.g. , agents and distributors, suppliers,
our competitors, etc.
3. The macro-environment e.g. Political (and legal) forces,
Economic forces, Sociocultural forces, and Technological
forces. These are known as PEST factors..

7. The Planning Process
1. Situational Analysis
2. Objectives
3. Strategy
4. Action Plans
5. Control
Feedback

8. Marketing Audit
It is recommended to do Marketing Audit at various stages.
It is an examination of a company’s environment, strategies
and activities to understand problems and opportunities.
Under findings of a marketing audit, a plan of action is recommended
to improve company’s marketing performance.

9. PEST ANALYS
 PEST Analysis is the scan of external macro environment of
an organisation.
PEST is abbreviation of
POLITICAL & LEGAL,
ECONOMIC ,
SOCIAL ,
TECHNOLOGICAL
We learn about all these above mentioned factors in order to
understand the environment where an organisation operates.
Following Slides will present example of a generic PEST Analysis.

10. PEST ANALYSIS
1. Political and Legal
 Monetary policies
 Social legislation & regulations
 Government relationship with industries
 Legislation special related to marketing
 Employment Laws
 Government Stability
 And similar factors.

11. PEST ANALYSIS
2. Economic
 Business cycles marked by recessions &
booms
 Gross domestic product (GDP)
 Real income
 Inflation
 Interest rates
 Seasonal Variations

12. PEST ANALYSIS
3.Social & Cultural
 Change in consumption pattern
 Difference in life style
 Two income families
 Changing gender roles
 Health & environmental issues
 Religious Events

13. PEST ANALYSIS
4.Technological
 Computer/internet usage
 E-commerce
 Change in lifestyle
 Research Funding
 Consumer Buying
 Global Communications
 Competition in Development of Technology

14. With the help of PEST Analysis we try to
understand that how these external
factors are affecting the organisation
and can affect in coming future.