Your SlideShare is downloading. ×
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Lanning and strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Lanning and strategy

295

Published on

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
295
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing: Planning and Strategy
  • 2. Strategy: Definition
    • A pattern of major objectives, goals, essential policies and plans that define the current or future firm’s business and the kind of company the firm is now or is to become.
  • 3. Why do we need to “Strategize”
    • Finite resources
    • Uncertainty about competitive strengths
    • Irreversible commitment of resources
    • Coordinated decisions
    • Uncertainty about control of initiative
  • 4. Elements of Marketing Strategy Formulation
  • 5.
    • S trengths
    • W eaknesses
    • O pportunities
    • T hreats
    SWOT Analysis internal external
  • 6. Identifying and Framing Organizational Growth Opportunities
    • What might we do? - environmental opportunity
    • What do we do best? - distinctive competency
    • What must we do? - success requirements
    Converting Environmental Opportunities into Organizational Opportunities
  • 7.
    • Product strategy
    • Promotion/Communication strategy
    • Placement/Distribution/Channel strategy
    • Pricing strategy
    The Marketing Mix
  • 8. Existing New Existing New Market Penetration Market Development New Offering Development Diversification Markets Offerings Formulating Product-Market Strategies
  • 9. Formulating Product-Market Strategies
    • Market Penetration Strategy
      • greater dominance is key
    • Market Development Strategy
      • exporting
      • licensing
      • joint venture
      • direct investment
  • 10. Formulating Product-Market Strategies
    • Product-Development Strategy
      • product innovation
      • product augmentation
      • product line extension
      • cannibalism
    • Diversification
  • 11. Drafting a Marketing Plan
    • Context and Scope of Marketing Effort
    • Focus: Business, Product, Brand
    • Time Dimension: Short-run, Long-run
  • 12. Decisions About Competing
    • Where (markets)
    • When (Entry)
    • How
  • 13. Problems in Strategic Marketing
    • Too much emphasis on
      • where to compete
    • Too little emphasis on
      • how to compete
      • when to compete
      • adaptability
      • uniqueness
  • 14. Implementation: Common Problems
    • Simplify marketing strategies
    • More focus on uniqueness and adaptability
    • Improve speed and flexibility

×