The business-to-business strategic marketing planning process In business-to-business marketing, as in all other types of organisations, the overall business strategy will guide the development of functional level strategies. This means that the business-to-business marketer does not simply come up with a marketing strategy, but rather follows a systematic marketing planning process, which is guided by the corporate mission, and aligned with the overall organisational strategy. While following the process, the business-to-business marketer will discover what its customers want and be better able to develop products/services that meet those needs. Apply the business-to-business strategic marketing planning process to a business-to business marketer of your choice.

Two (2) marks will be awarded for the correct application of each element under each of the five (5) steps, with three (3) marks being awarded for selecting the correct performance measure and applying it correctly. Please structure your answer as follows: Steps in the B2B strategic marketing process Application to a B2B marketer of your choice Step 1: Strategic direction 1) Mission statement (2 marks) 2) Purpose of the mission statement (2 marks) Step 2: Situational analysis 1) Purpose of the situational analysis (2 marks) 2) External environmental analysis (8 marks) 3) Network analysis (6 marks) 4) Business model analysis (16 marks) Step 3: Marketing strategy 1) Target market (2 marks) 2) SMART objectives (2 marks) 3) Budget (2 marks) 4) Marketing strategy (2 marks) Step 4: Marketing mix 1) Marketing mix (14 marks) Step 5: Implementation and control 1) Implementation (14 marks) 2) Performance measurement (3 marks) No marks will be awarded for simply repeating theory. Marks will only be awarded for application. The application must be consistent, showing clear links from one step to another. The application must be based on research you have conducted on your chosen businessto-business marketer, and correctly cited and referenced.