Marketing Planning&Strategy
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Transcript

  • 1. Marketing: Planning and Strategy
  • 2. Strategy: Definition
    • A pattern of major objectives, goals, essential policies and plans that define the current or future firm’s business and the kind of company the firm is now or is to become.
  • 3. Why do we need to “Strategize”
    • Finite resources
    • Uncertainty about competitive strengths
    • Irreversible commitment of resources
    • Coordinated decisions
    • Uncertainty about control of initiative
  • 4. Elements of Marketing Strategy Formulation
  • 5.
    • S trengths
    • W eaknesses
    • O pportunities
    • T hreats
    SWOT Analysis internal external
  • 6. Identifying and Framing Organizational Growth Opportunities
    • What might we do? - environmental opportunity
    • What do we do best? - distinctive competency
    • What must we do? - success requirements
    Converting Environmental Opportunities into Organizational Opportunities
  • 7.
    • Product strategy
    • Promotion/Communication strategy
    • Placement/Distribution/Channel strategy
    • Pricing strategy
    The Marketing Mix
  • 8. Existing New Existing New Market Penetration Market Development New Offering Development Diversification Markets Offerings Formulating Product-Market Strategies
  • 9. Formulating Product-Market Strategies
    • Market Penetration Strategy
      • greater dominance is key
    • Market Development Strategy
      • exporting
      • licensing
      • joint venture
      • direct investment
  • 10. Formulating Product-Market Strategies
    • Product-Development Strategy
      • product innovation
      • product augmentation
      • product line extension
      • cannibalism
    • Diversification
  • 11. Drafting a Marketing Plan
    • Context and Scope of Marketing Effort
    • Focus: Business, Product, Brand
    • Time Dimension: Short-run, Long-run
  • 12. Decisions About Competing
    • Where (markets)
    • When (Entry)
    • How
  • 13. Problems in Strategic Marketing
    • Too much emphasis on
      • where to compete
    • Too little emphasis on
      • how to compete
      • when to compete
      • adaptability
      • uniqueness
  • 14. Implementation: Common Problems
    • Simplify marketing strategies
    • More focus on uniqueness and adaptability
    • Improve speed and flexibility