Marketing planning


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What is Marketing Planning, why its require, SWOT Analyse, value chain etc. has been covered. Developed By

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Marketing planning

  1. 1. Guided By Prof. Rakesh ShiraseMBA-I Vishal Patel | Drashti Shah | Jyotsana Iyer | Shruti Kumari | Pappu Kumar
  2. 2. What is the Value Chain? The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
  3. 3. Porter’s Value Chain
  4. 4. Characteristics of Core Competencies  A source of competitive advantage  Applications in a wide variety of markets  Difficult to imitate
  5. 5. What is a Marketing Plan?  A marketing plan is the central instrument for directing and coordinating the marketing effort.  It operates at a strategic and tactical level.
  6. 6. Levels of a Marketing Plan  Strategic  Target marketing decisions  Value proposition  Analysis of marketing opportunities  Tactical  Product features  Promotion  Merchandising  Pricing  Sales channels  Service
  7. 7. The Strategic Planning, Implementation, and Control Processes
  8. 8. Corporate And Division Strategic Planning  Defining the corporate mission  Establishing strategic business units  Assigning resources to each SBU  Assessing growth opportunities
  9. 9. Defining the corporate mission Mission statement includes the mission of an organization which it needs to achieve through careful marketing research by carefully analyzing the needs and wants of customer and providing him with the same.
  10. 10. Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
  11. 11. Sample Mission Statements MARRIOTT’S Mission Statement: We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value
  12. 12. Cont.  Biocon “To be an integrated biotechnology enterprise of global distinction.”  Infosys Technologies Limited “To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large.”
  13. 13.  It is a single business or collection of related businesses  It has its own set of competitors  It has a leader responsible for strategic planning and profitability Establish strategic business units (SBUs) Characteristics of SBUs
  14. 14. Product Orientation vs. Market Orientation Company Product Market Missouri-Pacific Railroad We run a railroad We are a people- and-goods mover Xerox We make copying equipment We improve office productivity Standard Oil We sell gasoline We supply energy Columbia Pictures We make movies We entertain people
  15. 15. Assign resources to each SBU The Strategic Planning Gap
  16. 16. Assess growth opportunities Ansoff’s Product-Market Expansion Grid
  17. 17. The Business Unit Strategic Planning Process
  18. 18. SWOT Analysis Strengths Weaknesses Opportunities Threats
  19. 19. SWOT Analysis INTERNAL FACTORS past and present EXTERNAL FACTORS past and present ACTION STRENGTHS Build on them, Emphasise in promotional campaigns OPPORTUNITIES Exploit them if possible Need to be identified and researched via environmental scanning and analysis WEAKNESSES Eliminate them if possible, Circumvent them THREATS Develop contingency plans Must be addressed by Marketing Plan decisions
  20. 20. Market Opportunity Analysis (MOA)  Can the benefits involved in the opportunity be articulated convincingly to a defined target market?  Can the target market be located and reached with cost-effective media and trade channels?  Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?
  21. 21. MOA (cont.)  Can the company deliver the benefits better than any actual or potential competitors?  Will the financial rate of return meet or exceed the company’s required threshold for investment?
  22. 22. Goal Formulation  Hierarchically arranged from the most to the least important.  Quantitative objectives whenever possible  Objectives should be realistic  Objectives must be consistent
  23. 23. Strategic Formulation Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus
  24. 24. Feedback And Control Measures include: •Performance measurements •Evaluation mechanisms •Feedback mechanisms •Contingency planning •Budgets / profit & loss
  25. 25. Problems with Planning  Companies become obsessed with the process or technique rather than the actual content and delivery of the plan!!  Unreliable or insufficient market research data can make plans flawed from beginning!
  26. 26.  New companies  too busy?  Small companies  not important/ no skills/ restrictive?  Mature companies  Unnecessary / cumbersome?  Fast changing markets  not useful / responsive? However all organisations should plan! Problems with Planning (Cont.)
  27. 27. Marketing Planning is Essential ... Conflicting pressures make choices difficult Enhancing customer service Short-term profit Revenue maximisation Cost minimisation Long-term value creation Increasing profitabilityVs. Vs. Vs.
  28. 28.  Executive summary  Table of contents  Situation analysis  Marketing strategy  Financial projections  Implementation controls Marketing Plan should consist : Conclusion
  29. 29. Thank you