"How is strategic planning carried out at organizational level ?" shares experience of planning activities, swot analysis, program formulation and Implementation and much more. MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER (14 EDITION)__ CHAPTER 2[DEVELOPING MARKETING STRATEGIES AND PLANS] DISCLAIMER These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com) Presentation By: AJEET KUMAR

4. [By Corporate HQ]

5. Defining corporate mission

7. Establishing SBU
PRODUCT DEFINATION MARKET DEFINATION
We run trains We are a people
and goods mover.
We make
air conditioners
We provide climate
Control in home and
offices.

8. Assigning resources
[Classify SBU as]
DOGS
They don’t have
potential to bring much
cash
CASH COW
They are foundation of
company
STARS
They are leader of business
QUESTION MARK
Most business start as
a question mark

9. Assessing growth opportunities
The strategic planning gap

10. Way of monitoring the external and
internal market environment.

11. Marketers need to be good at
spotting opportunity
Introduce hybrid product or service
Make buying process more convenient
Meet the need for information
Customize a product or service
Introduce new capability
Deliver faster
Offer product at lower price
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12. The Business unit Strategic planning process

13. HOW TO
EVALUATE
DO
MARKET OPPORTUNITY ANALYSIS
(MOA)

14. Carefully Monitor the
THREAT

15. HAVE A
GREAT
[Goal Formulation]

16. STRATEGY FORMATION
Goals indicate what a business unit
wants to achieve, STRATEGY is a
game plan for getting there.

17. Starting point for STRATEGY thinking
OVERALL COST LEADERSHIP
DIFFERENTATION
FOCUS
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18. PROGRAM FORMULATION
Estimate cost[Important task]

19. IMPLEMENTATION
Even a great marketing strategy
can be sabotaged by
poor implementation
SO BE CAREFULL

20. Matters

21. Planning activities
SWOT Analysis
Strategies formulation
Program formulation
Implementation

22. CREDIT
Philips kotler
Marketing Management : a south Asian perspective
Google Image Search
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Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net

23. PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
kumarajeet50@gmail.com

24. THANK
YOU