Marketing:
Strategic Planning &
The Marketing
Process
Strategic Planning
The process of developing and maintaining a
strategic fit between the organization’s goals and
capabili...
Steps in Strategic Planning
Defining A Market Oriented
Mission Statement
A statement of the organization’s purpose
Or
What it wants to accomplish in t...
Some Mission Statements
Facebook.com
Facebook's mission is to give people the power to share and make
the world more open ...
Company Objectives and Goals
Mission turned into detailed supporting objectives and
goals for each level of company manage...
Designing The Business Portfolio
Guided by the company’s mission statement and objective, management now
must plan its Bus...
A SWOT Matrix Analysis
Portfolio Analysis – BCG
Matrix
McKinsey/GE Model
Factors that Affect Market Attractiveness
- Market Size
- Market growth 
- Market profitability 
- Prici...
McKinsey/GE Model
Identifying Growth Opportunities
Through
Product/Market Expansion Grid
Downsizing: Maruti-Suzuki 800
Niche Marketing
A niche market is the subset of the market
on which a specific product is focusing.
Ex. DuPont, Intel
Planning Marketing: Partnering to
Build Customer Relationships
The Concept of Value Chain
The series of departments that c...
Marketing Mix
The four major areas of decision making in the marketing
process that are blended to obtain the results desi...
Sub Elements of Product are:
• Product design, features, brand name, variants,
style, appearance
• Product Quality
• Packa...
Sub Elements of Price are:
• Pricing policies, margins, discounts and rebates &
Offers like-money bank, etc
• Terms of del...
Sub Elements of Promotion are:
• Advertising
• Sales Promotion
• Public Relations
• Personal Selling
• Word of Mouth
Sub Elements of Place are:
• Channels of distribution: Channel design, types of
intermediaries, location of outlets, chann...
4 C’s of Marketing:
The Customer Oriented Model
Product – Consumer
Price – Cost
Promotion – Communication
Place – Convenie...
Thank You :)
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Strategic Planning and Marketing Process - A presentation by www.smartkeeda.com

  1. 1. Marketing: Strategic Planning & The Marketing Process
  2. 2. Strategic Planning The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
  3. 3. Steps in Strategic Planning
  4. 4. Defining A Market Oriented Mission Statement A statement of the organization’s purpose Or What it wants to accomplish in the larger environment. Requirements: • Market Oriented (In terms of Customers’ Satisfaction) • Realistic • Specific • Fit to the Market Environment • Based on Distinctive Competences • Motivating
  5. 5. Some Mission Statements Facebook.com Facebook's mission is to give people the power to share and make the world more open and connected. Google.com To make the world's information universally accessible and useful. Pepsico Our mission is to be the world's premier consumer products company focused on convenient foods and beverages.
  6. 6. Company Objectives and Goals Mission turned into detailed supporting objectives and goals for each level of company management. For instance: • Spend 15% of Profits into R & D to achieve X. • Sell more or reduce costs to cover costs = Marketing Goal.
  7. 7. Designing The Business Portfolio Guided by the company’s mission statement and objective, management now must plan its Business Portfolio – The collection of Businesses and Products that make up the Company or the SBU (Strategic Business Unit). The best business portfolio is the one that best fits the company’s strengths and weaknesses to opportunities in the environment. The company must: • Analyse its current business portfolio and decide which businesses should receive more or less investment, and • Develop growth strategies for adding new products and businesses to the portfolio, whilst at the same time deciding when products and businesses should no longer be retained.
  8. 8. A SWOT Matrix Analysis
  9. 9. Portfolio Analysis – BCG Matrix
  10. 10. McKinsey/GE Model Factors that Affect Market Attractiveness - Market Size - Market growth  - Market profitability  - Pricing trends  - Competitive intensity / rivalry  - Overall risk of returns in the industry  - Opportunity to differentiate products and services  - Distribution structure (e.g. retail, direct, wholesale Factors that Affect Competitive Strength - Strength of assets and competencies - Relative brand strength - Market share - Customer loyalty - Relative cost position (cost structure compared with competitors) - Distribution strength - Record of technological or other innovation - Access to financial and other investment resources
  11. 11. McKinsey/GE Model
  12. 12. Identifying Growth Opportunities Through Product/Market Expansion Grid
  13. 13. Downsizing: Maruti-Suzuki 800
  14. 14. Niche Marketing A niche market is the subset of the market on which a specific product is focusing. Ex. DuPont, Intel
  15. 15. Planning Marketing: Partnering to Build Customer Relationships The Concept of Value Chain The series of departments that carry out value- creating activities to design, produce, market, deliver and support a firm’s products or services. Ex. Marketing, IT, HR, Operations, Admin, Supplier, Buyer, etc
  16. 16. Marketing Mix The four major areas of decision making in the marketing process that are blended to obtain the results desired by the organization. They are often referred as 4Ps of Marketing. These are: • Product • Price • Place • Promotion
  17. 17. Sub Elements of Product are: • Product design, features, brand name, variants, style, appearance • Product Quality • Package: Design type, material, size, appearance and labelling • Service: Pre-sale and after-sale, service standards
  18. 18. Sub Elements of Price are: • Pricing policies, margins, discounts and rebates & Offers like-money bank, etc • Terms of delivery, payment terms, credit terms and installment purchase facilities.
  19. 19. Sub Elements of Promotion are: • Advertising • Sales Promotion • Public Relations • Personal Selling • Word of Mouth
  20. 20. Sub Elements of Place are: • Channels of distribution: Channel design, types of intermediaries, location of outlets, channel remuneration, dealer-principal relations, etc. • Physical distribution: Transportation, warehousing, inventory levels, order of processing.
  21. 21. 4 C’s of Marketing: The Customer Oriented Model Product – Consumer Price – Cost Promotion – Communication Place – Convenience
  22. 22. Thank You :)
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