PRACTICAL ASPECTS OF STRATEGIC PLANNING IMPROVEMENT IN THE MARKETING (Diamond FMS B.V case)

Abstract

The aim of this research is to improve strategic planning in the global marketing. Thus, the object of the study is to thoroughly analyze the internal and external environment of Diamond FMS B.V., the subject of the study, and thus to assist the small-sized enterprise in improving its strategic planning in the international market. For conducting the research and accomplishing the aim, we formulate numerous tasks, in particular: study theoretical & methodological aspects of global marketing; analyze the concept of strategic planning and highlight the key elements of effective strategic planning in the global marketing; summarize the research in the framework of the 4-step approach to strategic planning in the global marketing context; conduct analytical research of clue aspects of strategic planning in the global marketing (based on company); formulate the core issues that the strategic planning of Diamond FMS needs to address; develop the set of improvements of strategic planning in the global marketing for Diamond FMS.

The developed  strategy map takes into account different aspects of the company, both internal and external. Operating a successful business often requires ongoing assessments of how resources are allocated relative to meeting the company's financial goals. Strategic planning deals with the allocation of company resources in accordance with its financial goals. Marketing strategies translate financial goals into action steps to drive demand for a company's products or services. A strategic plan is primarily an internal document for key staff and stakeholders in ongoing businesses. The document prioritizes the allocation of the resources – time, money and people – required to meet a company's financial goals. Its main purpose is to articulate a company's strategic direction while ensuring that all operating departments use the same playbook in terms of clarity of purpose. It is a dynamic document, because it is a road map for moving one's business from its current position to where it wants it to be. The strategy map consists of Financial, Marketing, Operational Management and HR departments of Diamond FMS. The goals for each department are the following: Financial department: to increase revenue, increase profit, and decrease fixed costs. Marketing from customers viewpoint – to increase customer satisfaction, become a well-known and trusted brand, sell best software with advance analytical features. Operational management department – to automatize business operations and build IT team for further growth. Lastly, HR department focused on learning and growth – to improve employee satisfaction, spread software knowledge internally and externally, and improve customer information.