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Chapter 2 Strategic Planning and the Marketing Process Objectives Distinguish between strategic planning and tactical planning. Explain how marketing plans differ at various levels in an organization. Identify the steps in the marketing planning process.

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Chapter 2

Strategic Planning and the Marketing Process

  • Distinguish between strategic planning and tactical planning.
  • Explain how marketing plans differ at various levels in an organization.
  • Identify the steps in the marketing planning process.
  • Describe the concept of a SWOT analysis and its major elements.
  • Discuss how a strategy can be implemented through marketing plans.
  • Identify the basic elements of a marketing strategy.
  • Describe the environmental characteristics that influence strategy decisions.
  • Explain how the strategic business unit concept, the market share/market growth matrix, the market attractiveness/business strength matrix, and spreadsheet analysis can be used in marketing planning.
  • The process of anticipating future events and conditions and determining the best way to achieve organizational objectives.
  • A continuous process that includes identifying objectives and includes checkpoints.
plans formulated within the marketing organization
Plans Formulated Within the Marketing Organization
  • Product lines.
  • Pricing decision.
  • Selection of appropriate distribution channels.
  • Promotional campaigns.

Planning helps us hit what we aim for.

strategic planning
Strategic Planning
  • The process of determining an organization’s primary objectives.
  • Adopting courses of action that include allocation of necessary resources.
  • Typically longer term.

There are several businesses that offer help in strategic planning. The Patricia Seybold Group represents one such firm.

tactical planning
Tactical Planning
  • Guides the implementation of activities specified in the strategic plan .
  • Typically address shorter-term actions.
planning at different management levels
Planning at Different Management Levels

Types of Planning Emphasized

at This Level

Management Level


Top Management

Board of directors

Chief executive officer (CEO)

Chief operating officer (COO)

Divisional vice presidents

Strategic planning

Organization-wide objectives; fundamental strategies; long-term plans; total budget

Middle Management

General sales manager

Marketing research manager

Advertising director

Tactical planning

Quarterly and semi-annual plans; divisional budgets; divisional policies and procedures

Supervisory Management

District sales manager

Supervisors in staff

Marketing departments

Operational planning

Daily and weekly plans; unit budgets; departmental rules and procedures

  • The essential purpose that differentiates the company from others.
  • Specifies the organization’s overall goals and operational scope.
  • Provides general guidelines for future management actions.
swot analysis
SWOT Analysis
  • An important strategic planning tool.
  • Helps planners to compare internal organizational strengths and weaknesses.
  • Acronym for
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
  • Provides managers with a critical view of the organization’s internal and external environments.
elements of a marketing strategy
Elements of a Marketing Strategy

Basic elements of a marketing strategy consist of:

  • The target market
  • The marketing mix variables of:
    • product
    • distribution
    • promotion
    • price
marketing mix
Marketing Mix

Product Strategy

  • Deciding what goods or services the firm should offer to a group of consumers.
  • Includes making decisions about
    • Customer service
    • Package design
    • Brand names
    • Trademarks
    • Patents
    • Warranties
    • Life cycle of a product
    • Positioning the product in the marketplace
    • New product development
marketing mix15
Marketing Mix

Distribution (Place) Strategy

  • Ensures that consumers find their products in the proper quantities at the right times and places.
  • Involves:
    • modes of transportation
    • warehousing
    • inventory control
    • order processing
    • selection of marketing channels
marketing mix16
Marketing Mix

Promotion Strategy

  • The Communication link between sellers and buyers
    • Communicate messages directly through salespeople or indirectly through advertisements and promotions.
    • Companies use an approach called integrated marketing communications (IMC) so the consumer receives a unified and consistent message.
marketing mix17
Marketing Mix

Pricing Strategy

  • Methods of setting profitable and justifiable prices.
  • Closely regulated and subject to considerable public scrutiny.
  • A major influence is competition.
planning tools for marketing
Planning Tools for Marketing

Four specific tools:

  • Strategic business unit
  • Market share/market growth matrix
  • Market attractiveness/business strength matrix
  • Spreadsheet analysis
strategic business units sbus
Strategic Business Units (SBUs)

SBUs are key business units within diversified firms.

  • Each SBU
    • has its own managers, resources, objectives, and competitors.
    • pursues its own distinct mission.
    • develops its own plans independently.
    • focuses the attention of company managers so that they can respond effectively to changing consumer demand.
market share market growth matrix
Market Share / Market Growth Matrix

A four-quadrant chart that plots market share—the percentage of a market that a firm controls—against market growth potential.

Relative Market Share




Industry Growth Rate


market attractiveness business strength matrix
Market Attractiveness/Business Strength Matrix
  • Rates SBUs according to the attractiveness of their markets and their organizational strengths.
  • Marketing attractiveness criteria include:
    • Market share
    • Growth
    • Size
    • Stability
    • Potential profitability
    • Extent of government regulations
    • Potential environmental and social impact
    • Competitive conditions
  • Discussion has centered around:
    • Strategic and tactical planning
    • Planning at different organizational levels
    • The planning process
    • SWOT
    • Planning tools available