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

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 MatrixMkt growth ??? Stars Dogs Cash Cows Mkt Share
  • 10. SBU strategies Build Hold Harvest Divest
  • 11. SWOT Analysis Strengths Weaknesses Opportunities Threats
  • 12. Mkt Attractiveness The GE Model Weak Medium Strong Strong Medium Weak Business Strength
  • 13. Ansoff’s Product-Market Grid Current products New productsCurrent Mkts Mkt penetration Product development strategy strategy Mkt development DiversificationNew Mkts strategy strategy
  • 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