Strategic marketing planning ppt @ bec doms

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Strategic marketing planning ppt @ bec doms

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  • Movies – entertainment Cars – transportation Cosmetics - hope
  • Scope – industry, product and applications,competence,market segment,vertical,geographical
  • Strategic marketing planning ppt @ bec doms

    1. 1. Strategic Marketing Planning
    2. 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. 3. How to go about it? Defining the corporate mission Establishing SBUs Allocating resources for SBUs Planning for new business
    4. 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. 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. 6. Marketing Myopia Industry is a customer satisfying process not a goods producing process. It is important therefore how you redefine your business.
    7. 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. 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. 9. The BCG MatrixMkt growth ??? Stars Dogs Cash Cows Mkt Share
    10. 10. SBU strategies Build Hold Harvest Divest
    11. 11. SWOT Analysis Strengths Weaknesses Opportunities Threats
    12. 12. Mkt Attractiveness The GE Model Weak Medium Strong Strong Medium Weak Business Strength
    13. 13. Ansoff’s Product-Market Grid Current products New productsCurrent Mkts Mkt penetration Product development strategy strategy Mkt development DiversificationNew Mkts strategy strategy
    14. 14. The Planning Process Analysing Market opportunities Developing Marketing strategies Planning Marketing Programs Managing the Marketing Effort
    15. 15. Porter’s Generic Strategies Overall cost leadership Product Differentiator Focus
    16. 16. Marketing Control Annual Plan control Profitability control Strategic Control

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