McGraw-Hill/Irwin ©2007 by the McGraw-Hill Companies, Inc. All rights reserved. Strategic Marketing Planning
<ul><li>Planning and the management process </li></ul><ul><li>Similarities and differences among mission, objectives, stra...
Planning Matching an organization’s resources with its marketing opportunities over the long-run Limited amount of time in...
Planning as Part of Management
Mission An organization’s mission states what customers it serves, what needs it satisfies, what types of products it offe...
Objectives and Goals Clear and Specific Ambitious but Realistic In Writing Consistent Quantitatively measurable Time Perio...
Strategies Broad plan of action by which an organization intends to reach its objectives and fulfill its mission Strategies
Tactics Means by which a strategy is implemented Tactics
Key Questions Mission: What business are we in? Objectives:  What do we want to accomplish? Strategies:  Generally How are...
Three Levels of Organizational Planning
Annual Marketing Plan <ul><li>Executive Summary </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Objectives </li></u...
Strategic Business Unit (SBU) Separately defined business Own competitors Own team profit responsibility Distinct mission
Product-Market Growth Matrix
The BCG Matrix
The GE Business Screen
Assessment of the Planning Model Limitations Oversimplification Choosing strategy without relevant  information Model over...
Key Terms and Concepts <ul><li>Management </li></ul><ul><li>Planning </li></ul><ul><li>Strategic planning </li></ul><ul><l...
Key Terms and Concepts <ul><li>Market </li></ul><ul><li>Target market </li></ul><ul><li>Marketing mix </li></ul><ul><li>An...
Upcoming SlideShare
Loading in …5
×

Chap 20

532 views

Published on

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

  • Be the first to like this

No Downloads
Views
Total views
532
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter One Marketing’s Role in the Global Economy
  • For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter One Marketing’s Role in the Global Economy
  • Chap 20

    1. 1. McGraw-Hill/Irwin ©2007 by the McGraw-Hill Companies, Inc. All rights reserved. Strategic Marketing Planning
    2. 2. <ul><li>Planning and the management process </li></ul><ul><li>Similarities and differences among mission, objectives, strategies, and tactics </li></ul><ul><li>Differences between company planning and strategic marketing planning </li></ul><ul><li>The steps comprising strategic marketing planning </li></ul><ul><li>The purpose and contents of an annual marketing plan </li></ul><ul><li>Similarities and differences as well as weaknesses strengths across several models used in strategic planning </li></ul>Chapter Goals
    3. 3. Planning Matching an organization’s resources with its marketing opportunities over the long-run Limited amount of time in which a firm’s resources coincide with a particular market opportunity Strategic Planning Strategic Window
    4. 4. Planning as Part of Management
    5. 5. Mission An organization’s mission states what customers it serves, what needs it satisfies, what types of products it offers, the boundaries for activities Stated in customer-oriented terms reflecting the needs the firm is striving to satisfy and the benefits it is providing
    6. 6. Objectives and Goals Clear and Specific Ambitious but Realistic In Writing Consistent Quantitatively measurable Time Period Desired Outcomes
    7. 7. Strategies Broad plan of action by which an organization intends to reach its objectives and fulfill its mission Strategies
    8. 8. Tactics Means by which a strategy is implemented Tactics
    9. 9. Key Questions Mission: What business are we in? Objectives: What do we want to accomplish? Strategies: Generally How are we going to get the job done? Tactics: Specifically How are we going to get the job done?
    10. 10. Three Levels of Organizational Planning
    11. 11. Annual Marketing Plan <ul><li>Executive Summary </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul><ul><li>Financial Schedules </li></ul><ul><li>Timetable </li></ul><ul><li>Evaluation Procedures </li></ul>
    12. 12. Strategic Business Unit (SBU) Separately defined business Own competitors Own team profit responsibility Distinct mission
    13. 13. Product-Market Growth Matrix
    14. 14. The BCG Matrix
    15. 15. The GE Business Screen
    16. 16. Assessment of the Planning Model Limitations Oversimplification Choosing strategy without relevant information Model overrides manager’s decisions Benefits Careful consistent assessment Straightforward classification Points to attractive opportunities
    17. 17. Key Terms and Concepts <ul><li>Management </li></ul><ul><li>Planning </li></ul><ul><li>Strategic planning </li></ul><ul><li>Strategic window </li></ul><ul><li>Mission </li></ul><ul><li>Objective </li></ul><ul><li>Strategy </li></ul><ul><li>Tactic </li></ul><ul><li>Strategic company planning </li></ul><ul><li>Situation analysis </li></ul><ul><li>Organizational strategies </li></ul><ul><li>Strategic marketing planning </li></ul><ul><li>SWOT analysis </li></ul><ul><li>Positioning </li></ul><ul><li>Differential advantage </li></ul>
    18. 18. Key Terms and Concepts <ul><li>Market </li></ul><ul><li>Target market </li></ul><ul><li>Marketing mix </li></ul><ul><li>Annual marketing plan </li></ul><ul><li>Strategic business unit </li></ul><ul><li>Product-market growth matrix </li></ul><ul><li>Cannibalization </li></ul><ul><li>BCG matrix </li></ul><ul><li>GE business screen </li></ul>

    ×