strategic marketing planning n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Strategic Marketing Planning PowerPoint Presentation
Download Presentation
Strategic Marketing Planning

Loading in 2 Seconds...

play fullscreen
1 / 16

Strategic Marketing Planning - PowerPoint PPT Presentation


  • 64 Views
  • Uploaded on

Strategic Marketing Planning. What is Strategic Planning?.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

Strategic Marketing Planning


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
    Presentation Transcript
    1. Strategic Marketing Planning

    2. What is Strategic Planning? • It is the managerial process that helps to develop a strategic and viable fit between the firm’s objectives, skills, resources with the market opportunities available. It helps the firm deliver its targeted profits and growth through its businesses and products.

    3. How to go about it? • Defining the corporate mission • Establishing SBUs • Allocating resources for SBUs • Planning for new business

    4. Corporate Mission • This seeks to embody the entire goals of the organization and the objective of its existence. • It seeks to provide a sense of purpose, direction and opportunity

    5. 5 questions that the firm must ask itself • What is our business? • Who is our customer? • What does our customer need? • What will our business be? • What should our business be?

    6. Marketing Myopia • Industry is a customer satisfying process not a goods producing process. • It is important therefore how you redefine your business.

    7. Good mission statements have three characteristics • They focus on a limited number of goals • It stresses the major values and policies the firm desires • It defines the major competitive scope of operation

    8. SBU • It is a company within a company • The business is differentiated from the rest of the company • It has its own set of competitors • It is a separate profit centre

    9. The BCG Matrix Mkt growth Mkt Share

    10. SBU strategies • Build • Hold • Harvest • Divest

    11. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats

    12. The GE Model Weak Medium Strong Mkt Attractiveness Strong Medium Weak Business Strength

    13. Ansoff’s Product-Market Grid Current products New products Mkt penetration strategy Product development strategy Current Mkts Mkt development strategy Diversification strategy New Mkts

    14. The Planning Process • Analysing Market opportunities • Developing Marketing strategies • Planning Marketing Programs • Managing the Marketing Effort

    15. Porter’s Generic Strategies • Overall cost leadership • Product Differentiator • Focus

    16. Marketing Control • Annual Plan control • Profitability control • Strategic Control