A strategic marketing plan takes into account the market
environment facing the business (e.g. trends,
competitive environment, regulatory issues,
technological advancements, etc.) Thus, the emphasis is
not only on projections but also on an in-depth
understanding of the market environment, particularly
competitors and customers. Its goals are to take maximum
advantage of opportunities, solve problems and counter
threats to the business. Before discussing the details
of a marketing plan, it is important to identify the
three different levels of planning activities that a
firm may conduct to determine marketing strategies. pdf
