The process of developing an effective global marketing plan for a company wishing to expand its business.

1. Developing A Global Marketing Plan

2. Three Phases
•Planning Phase
-Define business mission and objectives
-Conduct a situation analysis
•Implementation Phase
- Identify and evaluate opportunities
- Implement marketing mix
•Control Phase
- Evaluate performance using metrics

3. Planning Phase
Mission Statement:2 Main Questions to Answer
1. What type of business are
we?
2. What do we need to
accomplish our goals and
objectives?

4. Planning Phase
Conduct a situation analysis: SWOT
Strengths
Weaknesses
Opportunities
Threats

5. Implementation Phase
Identify and Evaluate Opportunities: STP
Segmentation- dividing the marketplace into subgroups or segments
Targeting- determining which segments should be pursued or targeted
Positioning- giving the target customers a clear, distinctive, desirable
understanding of what the product does or represents

6. Implementation Phase
Implement Marketing Mix: Four P’s
Product
Develop products and services
that create value to customers

7. Implementation Phase
Implement Marketing Mix: Four P’s
Price
Determining the cost of the
product or service that the target
customer perceives as giving
them a good value, and results in
a profit for the business

8. Implementation Phase
Implement Marketing Mix: Four P’s
Place
Allowing the product or service to
be readily available when and
where the target customer wants it

9. Implementation Phase
Implement Marketing Mix: Four P’s
Promotion
Using various advertising
channels to communicate a
product’s or service’s value to
the target customer base

10. Control Phase
Evaluating performance using metrics
• Used to compare results against different variables such as
time periods, regions, and product lines
• Helps determine why goals were or were not met
• Can help predict future trends or characteristics of the
economy

11. Control Phase
Evaluating performance using metrics
Financial Performance Metrics
Sales vs Profit
Portfolio Analysis
Which products are the most
profitable?

12. Benefits of an effective marketing plan
• Clearly states company’s goals
and objectives to its employees,
vendors, and customers
• Determines who, what, and where
to target within a given market
• Allows companies to adjust their
marketing strategies towards their
most profitable products and
customer bases