strategic management plan and policies on marketing strategy 4P of marketing

1. Submitted by :-
Parsi karayala
Roll no.:-
1700104047029
Submitted to:-
Mrs. Ramandeep Kaur

2. Strategic Marketing planning
 Marketing plan :- a written document that act as
a guidebook of marketing activities for the
marketing manager.
 A strategic market plan gives direction to a firm’s
efforts and better enables it to understand the
dimensions of marketing research, consumer
analysis, and product, distribution , promotion
and price planning.

3. Decision Related to Marketing
Strategy
 Marketing intelligence :- marketing intelligence is
the efforts taken by the firm to interpret the
competitor’s strategies and to consider the future
actions. Some of the major issues in concern are
pricing policies, product launch, segmentation basis,
new distribution channels and enhanced services
facilities

4.  segmentation :- By conducting suitable market
segmentation a firm can analyse the market
thoroughly and also position the product in the
market effectively. A product market segment helps
to gain the varying tastes and preferences of
customers. For each segment, a detailed study of
consumers behaviour and organisational buyers is also
done along with the entire strategic competitive
situations.

5.  Product :- on the basis of product characteristics like
quality, packaging, branding, choice of models, tec.,
the policies and plans for a product is formulated. The
strategies related to a product comprise of product
objectives, product line, product mix, target market.
These strategies are carried out to define the product
and market characteristics.

6. New product development :- developing a new
product primarily includes generation of ideas,
screening, business analysis etc.,
Pricing :- In pricing , the strategy followed includes
competitive positioning, product mix, brand strategy,
promotional salesforce strategies.
Place :- consist of factors like channel selection,
channel design, channel management, physical
distribution system management.
Promotion :- it refers to marketing communication
which helps the firm to portray its product and
services image in the minds of potential customers.

7. Organisation and infrastructure:- the organisation
and its infrastructure can be marketed by taking into
consideration the factors like developing, planning,
controlling and information system of an organisation.
The rewards and incentives schemes within an
organisation are based on the marketing strategy and
work culture of the firm.
Integrative and systemic factor:- the factors related
to the organisational system include various plans and
policies such s marketing mix, segmentation,
targeting, market standing, company image etc.

8. Process of developing marketing
strategy
 Segmenting the market:- there is a possibility of
having a large group of people, who have identical
needs or wants and who act in the same way as the
marketing activities carried out for a particular
product. The process of segmentation divides a large
market into sub- markets so as to identify the
homogeneous markets.
These markets are:-
1. identical in terms of their needs
2. substantially different from other groups or
segment.

9.  Selecting the target market :- A firm may choose any one
segment from the above options. Different segment
provide different outputs. It is a difficult task to select the
right target market segment even if a proper analysis of the
risk associated, profitability ratios and number of
competitors to be faced in the market is done.
 Positioning the offer:- now the firm needs to find answer
for few question:-
1. is there any co-existence between the target market and
the offer?
2. are they connected to each other in anyways?
3. how would the firm want the consumer to view and
receive the offer?

10.  Assembling the marketing mix:- this involves
selection of suitable marketing activities and
distribution of suitable marketing efforts for each P of
marketing mix.