Sample Essay Paper on Strategic Marketing Process

Project Outline

Strategic Marketing Process

The process of choice for this project is the strategic marketing. The process covers five steps to develop a marketing strategy for Peterson Recruitment Company. A precise description of each step is given. A draft proposal for the project succeeds the process.

Identifying a Mission

The first step is to clearly state in writing the reason for the existence of the business enterprise and how it is going to be of benefit to the target customers over the long term. Specifically, this mission is developed to anticipate the future and describe the role of the product, expertise or service of the business organization in meeting the needs of the customers (Mullins, Walker & Boyd, 2012). The mission of the Peterson Recruitment firm is to take the lead in hiring competent employees to its clients. The company considers the strengths and skills of all the prospective employees and then matches a job to the relevant skills.

Analyzing the Situation

In strategic marketing, business organizations do an analysis of the situation, where evaluation and prioritization of the strengths, weaknesses, opportunities and threats are conducted. This step in the strategic marketing process enables the managers to understand the resources at their disposal and the challenges that they will face. The business has full control of the strengths and weaknesses since they are internal factors (Proctor, 2014). For instance, a good public image in the media is an advantage for the Peterson Recruitment Firm, while a bad relationship with labor unions is a weakness. External factors like a strong economy and a new payroll tax are not within the control of the organization.


Setting Objectives

The setting of goals is the third step of strategic marketing. Objectives are precise and articulate measurable goals that give managers a basis for assessing progress and making choices. Objectives are usually expressed regarding one or more targets like profit, revenue, market share or sales. It is important to note that objectives are time-bound, meaning that they must be achieved within specific time limits that are set. For example, a five percent increase in profit in the Peterson Recruitment Company can be realistic within one year but not one-quarter of a year.

Developing a Marketing Strategy

The strategic development follows the setting of objectives in the strategic marketing process. This stage entails selecting a target market, a unique group of consumers who are highly likely to buy the products or services of the company. The firm managers must also choose the implementation strategies, particularly, the effective ways to employ the marketing tools of product promotion, pricing, and distribution to reach the prospective buyers (Wilson & Gilligan, 2012). The marketing strategy that is, for instance, most appropriate for Peterson Recruitment firm is media advertisement.

Planning for Evaluation

The last stage of the strategic marketing process is an evaluation. This process entails specifying how and who will monitor the developed marketing strategies and how they will be assessed over time.

Draft Proposal

The company of choice for the business process is Peterson Recruitment company. This is a service company that targets clients in the job market. The company focuses on linking the best employees with the relevant skills to its customers. The company was established to solve the recruitment problems in the job market in two ways: first to provide the prospective employers with employees that have the relevant skills and qualifications for the job descriptions of the advertised positions, and linking employees to jobs that fit their skills, talents, and interests.

The business process of choice in this company is strategic marketing. This process is preferred because marketing is the backbone of any company. The process is progressive and occurs in five steps (Giannakis&Harker, 2014). While the five steps may seem to be universal for the strategic marketing of any company, the process has been tailored to suit the unique services of the company, and to distinguish it from other businesses. Strategic marketing is the process of choice because the firm is in a very competitive business environment that requires solid marketing strategies to survive in the enterprise.

The business process will benefit the company in various ways. One of the advantages is the establishment of an unyielding brand name in the market. Any company with a robust and persistent presence in the market wins the trust of its clients. The customers find it easy to single out the company from the multitude because of repeated encounters with the company in the media and the corporate sector (Foxall, 2014). The heavy presence of the business in the market enables its clients to refer other prospective clients to the enterprise. The company will also increase its efficiency in providing services. This will come as a result of having very definite objectives and the strategies in place to meet the objectives. The overall effect is the delivery of high-quality services.

In conclusion, the strategic marketing process is imperative for the success of the company. Considering the stiff competition in the market and the high expectations from clients, a company must develop a thorough and reliable marketing strategy to win the trust of the customers.


Serious changes have occurred as far as the functions of marketing are concerned. This has caused the tremendous modification in the sales field since the introduction of television sets. The way people connect and interact with their audiences has been seriously altered by mobile devices, social media, and digital marketing. These three important changes have brought into action great opportunities as well negative forces of burden in the business field. The overall effect has been the complication of the purposes of the market (Claire, 2010).

Firms no longer depend on solely print media and media to do their adverts. They have embraced the great need to learn and understand the difficult webs of metrics to properly pass down intended information to their market which is composed of ever busier people with very little attention spans and people who felt overloaded with lots of information. Moreover, the companies are struggling to put in place heavier IT resources which are trendy in today’s business sector (Claire, 2010).

An important point to note is that it is hardly possible for one particular firm to master all the procedures available for marketing currently. These procedures include and are not limited to social media, email marketing, mobile devices and apps, optimization of websites, search engine marketing, and content marketing among others. These procedures are used in conjunction with the traditional methods of publicity. The companies have to put a lot of efforts in planning financial estimations and development of creative products. The popular belief that marketers should only know how to do things correctly and straight, and not care about the process of doing such things should be discarded. For better performance, the personnel in the company should have a provision of specializing in what they know they can deliver best (Claire Moreno. 2010).

Procedures Manual Outline

Manual of marketing strategies is one of essential documents in the business. The manual is essential in defining to the business and the employees the already laid down marketing policies and strategies in the company.  These manuals should and must be prepared in a professional way. Moreover, all the needed details and information should be provided in this manual to avoid the collusion of duties and confusion in the procedures(Iamadmin,2015).

The components of a marketing manual include the introduction which defines marketing in that particular firm and its scope of operation. The marketing strategy outlined should be presented in a simple and well-thought order. The elements outlined should focus on bringing people closer to the firm for better performances. It must be realized that it is always challenging to come up with a good marketing manual. Despite this fact, the manual must always be developed or successful operations in the business(Mullins, Walker & Boyd, 2012).

On the other hand, every section of the manual should always present a case study. These are real examples from two or more other business with similar objectives as the one developing the manual. The other focus of the manual should be on creating a brand. The brand is of utmost importance in the successful operation of the business (Wilson & Gilligan, 2012).

Procedures Manual Proposal

The best approach followed in preparing and implementing the strategic marketing programs requires an evolution in the earlier practices for evaluating research proposals. The purpose of this strategic marketing procedure is in threefold: First, is a broader incorporation of scientific-technological advancements in the process of marketing of the products of the firm and overall management process. This procedure appreciates the ever changing technological space in the business sector. Secondly, is the fact that there is need of the personnel in the firm to be up to date with the changes in the market environment.  This is a prerequisite to overall performance of the firm. Finally, the proposal discusses the integration of various procedures with the aim of achieving one purpose(Wilson, & Gilligan,2012).

A proposal for marketing strategy should carefully be analyzed by the management team to ensure best procedures are employed in the marketing process. Such a proposal needs to put into place best methods of marketing, estimated a cost of proper marketing, strategies of branding, ways of acquiring customers and the overall marketing plans (Proctor ,2014).

The firm should learn how to thrive in a strongly competitive environment. The best way to do this is to understand the values and principles that make the company different. Moreover, the management should understand the values they should add to their products or services to make them different. A part of being different the establishment should determine the best values to be added so as to propel them on top of the competition table. Thriving in a competitive environment leads to the best products or services to customers who are the most important persons for a firm (Mullins, Walker & Boyd, 2012).

Procedures Manual Brochure
Marketing strategy brochure

Preparation of brochures for strategic marketing process is very important. The brochures are prepared with the aim of informing the stakeholders about the marketing processes, achievements, and challenges faced during this processes. One or three brochures can be produced.  If they are produced in three, the first manual should highlight the procedures of marketing employed. The second brochure should emphasize on the achievements of the marketing strategies employed. Such achievements must be clearly highlighted as this is important in convincing the stakeholders to keep investing and trusting the management. Finally, a brochure about the challenges should also be provided. This helps to realize the areas and sections that need to be improved in the establishment for better performances(Claire, 2010).

Procedures Manual Preparation Plan

Before making a procedure manual, it is of great importance to prepare a very clear and understandable plan for the procedures. To prepare the plan for the manual, it is important to first do the proper analysis of the past performances of the business. This is very crucial in understanding the current situation of the firm. This would help create a platform for having better performance in the future. During this planning process, the first step should be about identifying and revising the mission statement of the business. This should be followed by their statement of the vision. The team in charge of this manual preparation can never brag about doing a good job if they do not visit the core value(Foxall, 2014).

Procedures Manual

The procedure manual is compiled and developed by an organizing committee. The committee is responsible for the planning of all the details that surrounds the procedure manual. The team usually comprises personnel or staffs that have good knowledge as far as management and operations of the business are concerned. The procedure manual has the clear outline of the operations of every sector of the firm. The functions of all the staffs are also outlined in this manual.The procedures are well described in a chronological manner. Chronology is of the essence to ensure every information is clear to the stakeholders and the personnel. The objectives of every department should be first put across. This is followed by an outline of the functions of every staff in that department. The functionality should be well explained to avoid duplication of duties and roles. The essence of all these is to provide relevant information for all the staff.  All information provided must aim to achieve the mission and vision of the company(Mullins, Walker & Boyd, 2012).


Claire Moreno. (2010). An introduction to basic marketing practices. One sugarloaf street, South Deerfield
Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3).Routledge.
Giannakis, D., &Harker, M. J. (2014).Strategic alignment between relationship marketing and human resource management in financial services organizations. Journal of Strategic Marketing, 22(5), 396-419.
Iamadmin. May 2015. Marketing manual template: free manual templates and designs.
Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education.
Proctor, T. (2014). Strategic marketing: an introduction. Routledge.
Wilson, R. M., & Gilligan, C. (2012).Strategic marketing management.Routledge.