Marketing Vs Selling
Strategic planning
Definition:
The process of developing and maintaining a strategic
fit between the organization’s goals ...
Steps
Defining
company
mission
Setting
company
objectives &
goals
Designing
business
portfolio
Planning
marketing
and othe...
Step 1
 Companies should find a mission statement that
describes the organization’s purpose in what it wants
to accomplis...
Business definitions
Company Product Oriented
definition
Market oriented
definition
Amazon.com We sell books, videos,
CDs,...
Step 2
Case: Engro Chemical Pakistan Ltd
Mission : “helping farmers maximize their farm
produce by providing quality plant...
Step 3
 Business Portfolio:- collection of businesses and
products that make up the company
 How do you do that?
Step 1 ...
BCG Matrix
Strategic Business Units (SBUs)
 An autonomous division or organizational unit, small
enough to be flexible and large eno...
Examples
 PepsiCo, for example, has separate SBUs in snack
foods, Pepsi beverages, juices and sports drinks, and
Quaker O...
Ansoff’s Product-market Grid
Strategic Planning in Marketing
Marketing Process
Capture
value from
customers
to create
profits &
customer
equity
Create value for customers & build cust...
Planning marketing
 Partnering with other company departments : Eg Big
Bazaar
 Partnering with others in the marketing s...
Strategic planning
Strategic planning
Strategic planning
Strategic planning
Strategic planning
Strategic planning
Strategic planning
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Strategic planning

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Strategic planning

  1. 1. Marketing Vs Selling
  2. 2. Strategic planning Definition: The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
  3. 3. Steps Defining company mission Setting company objectives & goals Designing business portfolio Planning marketing and other functional strategies
  4. 4. Step 1  Companies should find a mission statement that describes the organization’s purpose in what it wants to accomplish.  Companies should define themselves not in terms of what they do but in terms of how they create value for customers.
  5. 5. Business definitions Company Product Oriented definition Market oriented definition Amazon.com We sell books, videos, CDs, consumer goods, etc online We make the Internet buying experience fast, easy and enjoyable-we’re the place where you can find and discover anything you want to buy online Google We provide the world’s best online search engine We help organize the world’s information and make it universally accessible and useful We sell athletic shoes We bring inspiration and innovation to every athelete* in the world (* if you have a body, you are an athlete )
  6. 6. Step 2 Case: Engro Chemical Pakistan Ltd Mission : “helping farmers maximize their farm produce by providing quality plant nutrients and technical services upon which they can depend” Objectives: 1. Research soil conditions, fertilizer usage practices at farm level 2. Use international R&D facilities to come up with the best products to facilitate the farmers
  7. 7. Step 3  Business Portfolio:- collection of businesses and products that make up the company  How do you do that? Step 1 – Analyze the current biz portfolio & decide which businesses should receive more or less investment Step 2- Shape the future portfolio by developing strategies for growth and downsizing
  8. 8. BCG Matrix
  9. 9. Strategic Business Units (SBUs)  An autonomous division or organizational unit, small enough to be flexible and large enough to exercise control over most of the factors affecting its long-term performance.
  10. 10. Examples  PepsiCo, for example, has separate SBUs in snack foods, Pepsi beverages, juices and sports drinks, and Quaker Oats. Each SBU is managed as a separate business, allowing management to focus the energy of their SBU on their unique competitors and customers.
  11. 11. Ansoff’s Product-market Grid
  12. 12. Strategic Planning in Marketing
  13. 13. Marketing Process Capture value from customers to create profits & customer equity Create value for customers & build customer relationships
  14. 14. Planning marketing  Partnering with other company departments : Eg Big Bazaar  Partnering with others in the marketing system: Eg Toyota in US

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