Can I do Tactical Marketing Planning instead of Strategic Marketing Planning?
The simple answer is yes. However, ask yourself this question: Is that the right decision to make? In order to help you make the right decision, you will need to ensure that your tactical marketing plan achieves your company’s objectives (assuming the company has objectives). The real issue then is: Do you manage your business with a view to the long term, or do you only manage it day to day. If it is the former, then you should be doing long term planning. If it is the latter, then a short-term plan is probably acceptable (but be careful that you don’t end up moving in a direction that could be contrary to the market). Can a business survive without planning? Anything is possible. But it’s unlikely that “no planning”, or at best “short-term planning”, will maximize the potential and returns of the company. It is almost inconceivable for a successful company to be managed without a view on where the owner or senior management would like to take the company over the next few years. And
