Strategic Marketing and Planning

Lecture 2
Strategic Marketing and Plann

With Kaleem Ullah Cell: (+92)3005251842 Email/Msn: it_spider@hotmail.com
Strategy
Hierarchy
Corporate Strategy
Corporate level
Mission and Vision
Objectives
Business portfolio strategy
Resource deployment
Corporate Values
SBU strategy
Business Definition
Strategic Business Unit Objectives
level Product/market portfolio
Competitive strategy
Resouce allocation and allocation
Production
Human
Marketing Strategy R&D Strategy and Finance and
Functional level of SBU Resource
Marketing Objectives Technology operations administration
Strategy
Product/Market strategies Product Development Strategy
Strategic Planning
Strategic Planning is defined as “the process of
developing and maintaining a strategic fit between the
organizations goals and capabilities and its changing
marketing opportunities.”
Strategic planning process aims to guide those within and
outside the marketing organisation to serve customers
more effectively and to maintain profitable relationship
with them.
The main purpose of strategic planning is to help
companies understand how they compete for the
future.Firms must not only improve their operations
continually but often need to reinvent themselves to remain
differentiated and relevant.
Strategic Foresight
The need for flexibility, quick response and agility with
resources and competencies has led to a resurgence in the
process of scenario planning as a means of painting
pictures of plausible features that the firm may have to
face.
Foresight is viewed not as a process of trying to predict the
future but of projecting the future we want, then shaping
our present concepts and actions to move towards it.
Strategic Planning Steps
Planning activities occur at the business unit, product,

and market levels and include: 1.
Defining the purpose and mission 2.
Setting objectives and goals 3.
Designing the business portfolio 4.
Developing detailed marketing and
departmental plans
Strategic Planning
Example :: Nike “To
Bring Inspiration and Innovation to every athelete”
Mission statement should ............
serves as a guide for what the organisation
wants to accomplish
be “market oriented” rather than “product
oriented”
be neither too narrow or too broad
fit with the market environment
be motivated
Strategic Planning
Mission statements guide the development of
objectives and goals
Objectives are developed at each level in the
organisation hierarchy
Strategies are developed to accomplish these
objectives
Guided by mission and objectives the management
must plan the Business Portfolio
Strategic Planning
Business Portfolio “ the collection of businesses and

products that make up the company”
Designing the business portfolio is a key element of
strategic planning process.
Strategic Planning
Portfolio Design • Identify strategic business
units (SBUs)
• Assess each SBU:
• Step 1:  The BCG growth-share
Analyze the current matrix classifies SBUs into
one of four categories using
business portfolio the:
• Step 2:  Market growth rate
 SBU’s relative market share
Shape the future within the market.
business portfolio
Strategic Planning
BCG Growth-Share Matrix

High
Question
Market Stars
Growth Marks
Low Cash
Market Dogs
Growth Cows
High Relative Low Relative

Market Share Market Share
Strategic Planning
Portfolio Design • Determine the future role
of each SBU and choose
the appropriate resource
allocation strategy:
• Step 1:  Build
Analyze the current  Hold
business portfolio  Harvest
 Divest
• Step 2: • SBUs change positions
Shape the future over time
business portfolio
Strategic Planning
Matrix approaches to formal planning
share many problems:
Difficult, time-consuming, and costly to
implement.
Focus only on current businesses.
Too strongly emphasize market share
growth or growth via diversification.
Strategic Planning
Designing the business portfolio also
involves:
Developing strategies for growth by
identifying, evaluating, and selecting
promising new market opportunities.
Product/market expansion grid
Developing strategies for downsizing the
business portfolio.
Strategic Planning
Product/Market Expansion Grid

Existing Products New Products
Existing Market Product

Markets Penetration Development
New Market
Diversification
Markets Development
Planning Marketing
Marketing plays a key role in the
strategic planning process.
Marketers must practice CRM and
Partner Relationship Management.
Partnering with other departments in the
company (Value Chain)as well as other
firms in the marketing system helps to
build a superior value delivery-network.
The Marketing Process
Key Elements
The strategic planning
and business portfolio
• Analyzing marketing analysis processes help to
opportunities identify and evaluate
• Selecting target markets marketing opportunities.
• Developing the The purpose of the
marketing mix marketing process is to help
• Managing the marketing the firm plan how to
effort capitalize on these
opportunities.
Key Elements
The segmentation process
• Analyzing marketing divides the total market into
market segments.
opportunities
• Selecting target markets • Target marketing
determines which
• Developing the segment(s) are pursued.
marketing mix
• Managing the marketing The market positioning for
effort the product is then
determined.
Key Elements Competitor analysis guides
competitive marketing strategy
development.
• Analyzing marketing
opportunities Strategy leads to tactics by way of
the marketing mix:
• Selecting target markets
The “Four Ps” – product, price,
• Developing the place, promotion (seller
marketing mix viewpoint)
• Managing the marketing The “Four Cs” – customer
effort solution, cost, convenience, and
communication (customer
viewpoint)
Marketing Mix
• Product (Variety, Quality, Design,
Features, Brand Name, Packaging,
Services)
• Price (List, Discounts, Allowances, Products=Customer Solution
Payment Period, Credit Terms)
Price=Cost
Promotion=Communication
• Promotion (Advertising, Direct
Selling, Sales Promotion, PR) Place=Convenience
• Place (Channels, Coverage, Locations,

Inventory, Transportation, Logistics,
Storage)
Key Elements Marketing analysis
Provides information helpful in
planning, implementation, and control
• Analyzing marketing Marketing planning
opportunities
Strategies and tactics
• Selecting target markets
Marketing implementation
• Developing the
Turns plans into action
marketing mix
Marketing control
• Managing the marketing
effort Operating control
Strategic control
Marketing audit
Assignment

Strategic Marketing and Planning

Uploaded by

Copyright:

Available Formats

Strategic Marketing and Planning

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Strategic Marketing and Planning

Uploaded by

Copyright:

Available Formats

Lecture 2

Strategic Marketing and Plann

Planning activities occur at the business unit, product,

Business Portfolio “ the collection of businesses and

BCG Growth-Share Matrix

High Relative Low Relative

Product/Market Expansion Grid

Existing Market Product

• Place (Channels, Coverage, Locations,

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.