| Abstract [eng] |
All organizations need a strategy to respond to market changes. Strategic marketing planning plays an important role - it is guiding the organization into the future. An effective marketing strategy designed to help businesses to thrive in the future, linking and harmonizing the various activities into a unified whole. Shifting market conditions and consumer needs arising from new, demanding consumer who lives in the wide-ranging life, has many interests and have a high mobility. This user is easy to change buying habits, and organizations to achieve sustainable competitive advantage in its efforts to investigate consumers 'needs, identify your target groups, liaise with customers, positioning your product in the market and effectively meet customers' needs and provide the desired value to the consumer. These actions must be carried out in a planned and deliberate and coordinated among themselves and with the rest of the firm's activities. Thus, the organizations strategic marketing planning activities allows to link and coordinate the various activities of marketing activities into a unified whole and thereby achieve a better overall result. Due to the crisis in Lithuania each sports organizations must look to its user's needs and meet them effectively, and explore the strategic marketing planning for consumer value creation perspective. There has been big changes in the sports industry for last few years: technological, involvement in sports movement growth and many others. Wherefore, each sports organization has to review political, technological, economical, social and cultural environment. Its also relevant to evaluate the existing and potential competitors, and their movements, mainly secure sustained, efective and purposeful organization actions in the future, which is ralated to the strategic marketing planning. Strategic marketing planning plays the main role, it polarizes organization to the future goals and supports by making considered decisions. The article focuses on the strategic marketing planning in Kaunas fitness and wellness centers, researching the main strategic marketing planning aspects and developing strategic sports marketing structure in customer value dimention. |
