Enterprise planning: marketing aspect

DOI: 10.31673/2415-8089.2019.042937

Abstract

The article highlights the theoretical foundations of the concept of “strategic planning” at the enterprise level and establishes its fundamental importance in the course of interpretation and understanding in the achievement of strategic guidelines. The key characteristics of strategic planning are revealed by conducting a comparative analysis between strategic and long-term planning according to the main factor characteristics. The place of marketing planning in the strategic plan of domestic enterprises is determined and the features of the relationship of the strategic plan with the system of plans in accordance with the marketing concept are given. The content of strategic marketing planning at the enterprise level is substantiated and schematically presented, its strategic focus is proved, associated with the development of development scenarios for obtaining guaranteed profits. Typical errors are described in the process of strategic marketing planning at the enterprise, which are associated with the conditions, content and features of the process, taking into account the professional competencies of marketers.

Key words: strategic planning, marketing planning, management, plan, process, production and commercial activity, marketer, enterprise.

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