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Marketing Management 3. Marketing Planning. Strategy vs. Tactics. Strategy : a marketing plan for a period longer than a year (i.e., long-run). Must be consistent, measurable, acceptable, and realistic Stratagus (Greek word) = the art of general (or the art of thinking in general terms)

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marketing management 3

Marketing Management3.

Marketing Planning

strategy vs tactics
Strategy vs. Tactics
  • Strategy: a marketing plan for a period longer than a year (i.e., long-run). Must be consistent, measurable, acceptable, and realistic
  • Stratagus (Greek word) = the art of general (or the art of thinking in general terms)
  • Tactics: marketing plan for a period of a year or less
    • Focus is on the 4Ps within a given budget and timeframe
  • Strategic plan handout:
    • Test: What are the seven major steps of a marketing plan
    • Details: for your team projects
selecting strategies managerial techniques
Selecting Strategies:Managerial Techniques
  • Corporate performance objectives (Profits, Sales…)
  • Portfolio analysis (complex analysis of corporate units)
    • BCG Matrix
    • GE Matrix
    • Ansoff Matrix
  • SWOT Analysis
  • PLC (Product Life Cycle)
  • Gap Analysis (comparing goals vs. actual results)
  • 80/20 rule: focus on 20% of products / customers that provide about 80% of sales volume and profits
portfolio analysis
Portfolio Analysis
  • SBU: Strategic Business Unit, any part of the company that can be managed separately
  • SBUs are often calleddivisions or departments
  • In Marketing a product, product line, or a brand may be an SBU
  • Portfolio Management: management of SBUs according to organizational objectives and the SBU’s contribution to the company’s performance
  • Ex:investing in selected SBUs vs. eliminating SBUs

BCG: Boston Consulting Group

BCG’s Growth-Share Matrix

bcg matrix
BCG Matrix
  • Star: Sony Playstation 2 (trendy products)
  • Cash Cow: Ivory soap for Procter & Gamble (old, stable brands)
  • ???: MP3 players (relatively new products)
  • Dogs: Playboy – the magazine (lossmakers to keep or )

The G.E. Matrix:

Indexes of SBU Performance

  • Market share
  • Customer knowledge
  • Customer satisfaction
  • Cost efficiency
  • Product quality
  • Financial strength
  • Market size
  • Market growth
  • Comp. pressure
  • Price level
  • Regulation

Index of Business Strength



















ge matrix
GE Matrix
  • Green SBU – go ahead and invest in the long-run
  • Yellow SBU – be cautious, SBU “maintenance”
  • Red SBU – stop, drive SBU out of market

Ansoff-Matrix or

Product-Market Expansion Grid

ansoff matrix

Improving the performance of existing businesses

  • “Do Nothing” if the environment is static (short-run only)
  • “Withdraw” when there is an irreversible decline in demand or opportunity costs of staying in a market are too high
  • “Consolidation” means concentration of resources and focusing on existing competitive advantages
  • “Penetration” means gaining market share
swot analysis
SWOT Analysis

SWOT is a universal analytical tool developed by the military:

Matching corporate skills and resources with forecasted market opportunities

  • Strengths: Internal Positives(available skills & competencies)
  • Weaknesses: Internal Negatives(poor use or lack of skills)
  • Opportunities: External Positives(evaluating areas where advantages may be gained, ex: add a new product, target new segments)
  • Threats: External Negatives(evaluating forces that may prevent the company from accomplishing its objectives, ex: competition, regulation, customer preferences)