The Strategic Marketing Planning Process answers the following questions:
• Where are we now?
• Where do we want to be in future?
• How will we get there?
• How effectively can the goals be achieved?
Long term strategic planning is based on the principle that what happened in the past will repeat. Sticking rigidly to a plan can be harmful to a company as it is not necessary that what happened in the past will repeat in future. Strategic Marketing Plans must be flexible enough in order to change and react to the circumstances. Successful Strategies is about reacting to the situations most of the times. Planning can only help in getting an idea about the future. Most of the planners who are successful allow the strategies to be shaped by the events. Being reactive is as important as to being proactive because decent reactions can formulate into a great strategy. There are many companies who examine the past strategies
Strategic Planning should neither be rigid nor flexible. It shouldn’t be so rigid that there couldn’t be any changes made in the five to ten years of the plan. It also shouldn’t be that flexible those changes are made to the plan every month and the whole shape of the strategic planning changes. There can never be any correct amount of flexibility or rigidity for a plan. The flexibility depends on a variety of external and internal factors which includes social factors, environmental factors, and economical stability. The size of the product portfolio and the complexity of the organizations are also important in deciding how flexible a plan can be.
战略营销规划过程回答了以下问题：
•我们现在在哪里？
•在哪里，我们要在未来？
•我们将如何到达那里？
•如何可以有效地达到目标呢？
长期战略规划的基础上的原则，在过去发生了什么事，会重复。死板的计划可能是有害的一家公司，因为它是没有必要的，在过去发生了什么事情会在未来重复。战略营销计划必须足够灵活，以改变的情况作出反应。成功的战略是大部分时间的情况下反应。规划只能帮助获得对未来的想法。谁是成功的策划让大部分的事件所塑造的策略。作为反应是一样重要的体面的反应是积极的，因为可以成为一个伟大的战略制订。有许多公司谁审视以往的战略
战略规划应该既不是刚性的，也不灵活。它不应该那么死板，有可能在五到十年的计划不会有任何变动。它也应该不灵活那些做出更改计划每个月战略规划的变化和整个造型。永远不会有任何一个正确的计划量的弹性或刚性。的灵活性取决于多种外部和内部因素包括社会因素，环境因素，经济的稳定。产品组合的大小和组织的复杂性也很重要，在决定如何计划可以灵活。
