Strategic marketing planning and its importance in companies
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ABSTRACT
This article has as objective to analyze the strategic planning of marketing and its importance in the companies, whose scope is to improve the competitive levels and therefore generate higher profits through the appropriate application of the planning, strategies of marketing objectives, concepts and procedures, which make it easier for managers to make future decisions and take a proper administration.
This research was used in the methodology which includes primary and secondary information setting as main methods: the inductive, deductive and statistical; as well as the techniques for obtaining the information as it is direct observation to companies and surveys that is applied to a sample of 260 companies from the city of Loja.
The results obtained were analyzed as the strategic planning of marketing companies, they operate by what was achieved to determine that some companies if they apply some kind of planning for the development of its activities, however not the applied properly, in a few cases is that they are family businesses and do so empirically, not allowing them have a good business development.
Therefore, it was concluded that in enterprises strategic planning is the fundamental basis, because thanks to it you can anticipate any adverse situation and implement plans of action in the event of contingencies, in addition to planning a business horizon can achieve a goal more calmly since planning reveal errors and the advantages it has at the time of a project, i.e., strategic planning leads to the achievement of the objectives and targets raised, according to the extent and magnitude of the companies.
Key words: Planning, strategy, marketing, goals, business.
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