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Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
Session 3   MG 220 MBA - 23 Aug 10
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Session 3 MG 220 MBA - 23 Aug 10

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Session 3 …

Session 3
MG 220 Marketing Management
MBA 10

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  • 1. Part 1: Understanding Marketing Management<br />&gt; Corporate and Division Strategic Planning<br />&gt; Business Unit Strategic Planning<br />&gt; Product Planning: The Nature and Contents of a Marketing Plan<br />Class Presentation | Session 3 | 23 Aug 2010<br />
  • 2. Corporate &amp; Division Strategic PlanningActivities<br />Four Planning Activities<br />Defining the Corporate Mission<br />Establishing Strategic Business Units<br />Assigning Resources to each SBU<br />Assessing Growth Opportunities<br />MG 220 Marketing Management<br />2<br />
  • 3. Corporate &amp; Division Strategic Planning1. Defining the Corporate Mission<br />Peter Drucker’s classic questions<br />What is our business?<br />Who is the customer?<br />What is of value to our customer?<br />What will our business be?<br />What should our business be?<br />MG 220 Marketing Management<br />3<br />
  • 4. Corporate &amp; Division Strategic Planning1. Defining the Corporate Mission (…contd.)<br />Mission Statements<br />Focus on LIMITED goals<br />Stress company’s major policies &amp; values<br />Define the major competitive spheres:<br />Industry (in which company operates)<br />Products &amp; Applications<br />Competence<br />Market Segment<br />Vertical (channels)<br />Geographical<br />MG 220 Marketing Management<br />4<br />
  • 5. Corporate &amp; Division Strategic Planning2&amp;3. Defining Business / Establishing SBUs<br />A business is?<br />Customer-satisfying process<br />NOT: Goods-producing process<br />MG 220 Marketing Management<br />5<br />
  • 6. Corporate &amp; Division Strategic Planning2&amp;3. Defining Business / Establishing SBUs (…contd)<br />A SBU:<br />Single business or collection of related businesses which can be planned from the rest of the company<br />It has its own set of competitors<br />It has a manager who is responsible for strategic planning and profit performance and who controls most of the factors affecting profit<br />MG 220 Marketing Management<br />6<br />
  • 7. Corporate &amp; Division Strategic Planning4. Assessing Growth Opportunities<br />Strategic Planning Gap<br />MG 220 Marketing Management<br />7<br />
  • 8. Corporate &amp; Division Strategic Planning4. Assessing Growth Opportunities (…contd)<br />Intensive Growth<br />Ansoff Product-Market Expansion Grid<br />MG 220 Marketing Management<br />8<br />
  • 9. Corporate &amp; Division Strategic Planning4. Assessing Growth Opportunities (…contd)<br />Integrative Growth<br />‘Integrations’<br />Backward: Acquire Suppliers<br />Forward: Acquire distributors/suppliers<br />Horizontal: Acquire Competitors<br />MG 220 Marketing Management<br />9<br />
  • 10. Corporate &amp; Division Strategic Planning4. Assessing Growth Opportunities (…contd)<br />Diversification Growth<br />When good opportunities can be found outside current business<br />New line of business NOT products<br />Downsizing &amp; Divesting<br />Pruning &amp; harvesting current portfolio<br />MG 220 Marketing Management<br />10<br />
  • 11. Business Unit Strategic PlanningProcess<br />MG 220 Marketing Management<br />11<br />
  • 12. Business Unit Strategic PlanningSWOT Analysis<br />SWOT<br />Internal Environment Analysis<br />Strengths<br />Weaknesses<br />External Environment Analysis<br />Opportunities<br />Threats<br />MG 220 Marketing Management<br />12<br />
  • 13. Business Unit Strategic PlanningGoal Formulation<br />Setting objectives &amp; MBO<br />Managing by Objectives<br />Goals should have these characteristics<br />They must be arranged hierarchically from the most to least important<br />Objectives should be stated quantitatively whenever possible<br />Goals should be realistic<br />Objectives must be consistent<br />MG 220 Marketing Management<br />13<br />
  • 14. Business Unit Strategic PlanningStrategic Formulation<br />Goals: What a business wants to achieve<br />Strategy: A game plan for getting there<br />Porter’s Generic Strategies<br />Overall Cost Leadership<br />Differentiation<br />Focus<br />Strategic Alliances<br />Product or Service Alliances (licensing to produce its product)<br />Promotional Alliances (joint promotions)<br />Logistics Alliances<br />Pricing Collaborations (mutual price discounts)<br />MG 220 Marketing Management<br />14<br />
  • 15. Business Unit Strategic PlanningProgram Formulation &amp; Implementation<br />Great Marketing Strategy can fail:<br />If poorly implemented<br />Strategy is one the seven elements in business practice! (McKinsey)<br />Strategy<br />Structure<br />Systems<br />Style<br />Skills<br />Staff<br />Shared Values<br />MG 220 Marketing Management<br />15<br />
  • 16. Business Unit Strategic PlanningFeedback &amp; Control<br />Need to track results and monitor new developments<br />Need to continuously examine changing environment and to adopt to new goals and behaviors<br />MG 220 Marketing Management<br />16<br />
  • 17. Product Planning: Marketing PlanNature<br />Marketing Plan<br />A written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives<br />MG 220 Marketing Management<br />17<br />
  • 18. Product Planning: Marketing PlanContents<br />Executive Summary &amp; Table of Contents<br />Situation Analysis<br />Marketing Strategy<br />Financial Projections<br />Implementation Controls<br />MG 220 Marketing Management<br />18<br />
  • 19. AssignmentPart 1 of 4<br />Select a product brand (get it approved)<br />Identify its 4Ps<br />Max. one-page length, hand-written (shall be typed after review)<br />Due: Mon, Aug 30, 2010<br />MG 220 Marketing Management<br />19<br />
  • 20. Part 2: Capturing Market Insights<br />&gt; Review and revision of Part 1 with local examples<br />&gt; Gathering Information &amp; Scanning the environment<br />&gt; Key Concepts in complete Chapter 3 will be covered<br />Class Presentation | Session 4 | 26 Aug 2010<br />

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