Applied Strategic Planning

Applied Strategic Planning

a. Objective statement

Effective advertising has a great impact on family vocation market and its perception of products and service.  The objective statement of advertising for family vocation market is to deliver high quality innovative product for diverse customer segments. In general, the aim of advertising is to build a brand in the mind of the customers. If the corporation will manage to create a powerful brand the corporation will get a strong marketing program. Advertising for family vocation market are aimed to differentiate a service from all the other ones even, if they are similar. The managers create unique solutions and deliver exemption customer service to meet needs and expectations of all consumers. Still, advertising managers recognize that there are different aims and different discussion regarding the fact whether the brand extension is good or bad. In most cases, as many experts say and as the world practice say, the brand extension has a lot of good features. The objective is to cope effectively with promotion and public relations in common in order to achieve competitive advantage (Dunne and Lusch 2007).

b Support statement

The companies marketed unique services for family vocation markets take a unique approach to service development based on the state-of-the art technology. In order to position the service, recreation agencies adopt strategic approach in marketing and introduce new services related to this market. Strategic planning will be a rational way of translating experience, research information, and thought into marketing action. It is a pragmatic, organized procedure for analyzing situations and meeting the future. Based on information about ends and means to determine various causal relationships, trends, and patterns of behavior, it is concerned with the selection of alternative strategies. Strategic planning should be an integrated, intelligent, rational process for guiding business change. Vocational services are positioned as a unique product available for middle and low class consumers. This brand positioning is concerned with predetermining courses of marketing action. It is based on both marketing intelligence and the assessment of opportunities, since it deals with the future in respect to both perspectives and operations (Goodstein et al 2001).

c Special features of the product to match customer needs

Families hold images of recreation activities and ideals places of vocations. Images of ideals places of vocations, their characteristics or personalities affect shopping behavior. Sensory impressions result in attributing distinct personality characteristics to service units. Some resorts reflect the bargain basement, discount atmosphere, whereas others reflect an atmosphere of elegance, luxury, affluence, and sophistication. The image for an ideal place for vocation stems from such diverse factors as advertisements, sales personnel, merchandise, services, pricing strategies, physical plant, and layout. Research findings seem to indicate that families choose to have a rest and purchase services consistent with their own personalities. Learning is accomplished through increasing insight and knowledge, and affects attitudes, opinions, feelings, motives, beliefs, expectations, and social values. A variety of sensory stimuli including television, radio, newspapers, and magazines helps customers learn, thereby influencing their purchase decisions. Vocational learning requires constant reinforcement. Through reinforcement, habits are formed and response patterns set so that they become automatic.

Part 2

In product life cycle, I-Phone is in its growth stage. This stage is characterized by high quality, stable pricing policies, created distribution channels and intensive advertising campaigns. For I-Phone, marketing programming and marketing action are its major objectives, which are achieved through organizational implementation. Two general approaches to marketing planning exist: a deterministic or general formula approach, and a dynamic approach. The aim of I-Phone is to become stronger brand and to narrow it focus. The crucial step to success of the brand is its authenticity (Goodstein et al 2001). At this life cycle stage, the sequence is goals, plans, and control. This approach meets the realities of marketing situations. The dynamic approach stresses that retailers should plan for change. It underscores the fact that plans are not merely the results of objectives, but that plans affect objectives. The goals and objectives can be changed, as can the plans. Changes in market opportunities, for example, result in changes in company objectives and hence changes in marketing planning. In addition, a company might purposely set out to change its marketing plans in the sense of improving them. For I-Phone, brand positioning is goal-directed and achieves a more efficient expenditure of marketing resources (Goodstein et al 2001)Strategic planning necessitates classification of a company’s goal or objective; but recently there has been a change in the perception of planning. A company first specifies goals and then develops plans to carry them out, thus being able to achieve the goals. Goals thereby determine plans -plans are ways of reaching goals. Another dimension of the relationship between goals and plans stems from the fact that an organization does not have a single corporate goal; it has multiple goals. Thus, a decision that at first appears to be a compromise among conflicting goals actually creates a major-goal. This goal is the weighted average of all corporate goals rather than a single goal. As the basic vehicle for matching ends with means, or marketing resources with market opportunity, marketing planning becomes the mechanism through which a company is brought into line with the external environment (Apple Home Page 2010; see appendix 1,2,3). Growth stage requires further development of the market and analyses of customers needs and expectations. The other important thing for a further development is quality and particularly quality perception in mind of the customers, like a good name or a high price, or a certain colour of the product. So, to my mind, the brand extension is good certainly. .With good marketing policy your company, even if it is small and unknown, can become famous thanks to the brand of the product it produces (Levy and Weitz 2008).