Marketing Planning: Setting Goals

The process of planning and executing a marketing strategy is similar to plotting the course for a fleet of ships where each ship must constantly monitor its own location relative to the other ships and maintain appropriate spacing while executing its own maneuvers. After the CEO sets the company’s destination and strategic course, marketing must create and execute plans that align with corporate goals as well as the plans and objectives of other functions within the organization. This report focuses on the process of selecting and refining marketing goals based on their effectiveness in fueling the progress of the business.