The nature and scope of planning and how it fits within the management process
Similarities and differences among mission, objectives, strategies and tactics
The essential difference between strategic company planning and strategic marketing planning
The steps involved in strategic marketing planning
The purpose and contents of an annual marketing plan
How planning models can be useful aids in developing a marketing program
PLANNING Analyze situation Set goals Select strategies and tactics IMPLEMENTATION Organize Staff Direct EVALUATION Compare performance with goals Feedback, so management can adapt future plans and their implementation to the changing environment The Management Process
growth requires examination of both products and markets; what needs changing?
Should you stay and fight? Or should you forge an alliance to meet the challenge?
market penetration : sell more of present products/services to present markets
market development : sell present products to new markets or segments
product development : new products/services for existing markets
diversification : new products to new markets
PRESENT PRODUCTS PRESENT MARKETS NEW PRODUCTS NEW MARKETS Market penetration Market development Product development Diversification The product-market growth matrix depicts the options available in considering markets and products. Product Market Growth Matrix