Strategic marketing planning

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  • Movies – entertainment Cars – transportation Cosmetics - hope
  • Scope – industry, product and applications,competence,market segment,vertical,geographical
  • Strategic marketing planning

    1. 1. Strategic Marketing Planning
    2. 2. What is Strategic Planning? <ul><li>It is the managerial process that helps to develop a strategic and viable fit between the firm’s objectives, skills, resources with the market opportunities available. It helps the firm deliver its targeted profits and growth through its businesses and products. </li></ul>
    3. 3. How to go about it? <ul><li>Defining the corporate mission </li></ul><ul><li>Establishing SBUs </li></ul><ul><li>Allocating resources for SBUs </li></ul><ul><li>Planning for new business </li></ul>
    4. 4. Corporate Mission <ul><li>This seeks to embody the entire goals of the organization and the objective of its existence. </li></ul><ul><li>It seeks to provide a sense of purpose, direction and opportunity </li></ul>
    5. 5. 5 questions that the firm must ask itself <ul><li>What is our business? </li></ul><ul><li>Who is our customer? </li></ul><ul><li>What does our customer need? </li></ul><ul><li>What will our business be? </li></ul><ul><li>What should our business be? </li></ul>
    6. 6. Marketing Myopia <ul><li>Industry is a customer satisfying process not a goods producing process. </li></ul><ul><li>It is important therefore how you redefine your business. </li></ul>
    7. 7. Good mission statements have three characteristics <ul><li>They focus on a limited number of goals </li></ul><ul><li>It stresses the major values and policies the firm desires </li></ul><ul><li>It defines the major competitive scope of operation </li></ul>
    8. 8. SBU <ul><li>It is a company within a company </li></ul><ul><li>The business is differentiated from the rest of the company </li></ul><ul><li>It has its own set of competitors </li></ul><ul><li>It is a separate profit centre </li></ul>
    9. 9. The BCG Matrix Mkt Share Mkt growth Cash Cows Dogs Stars ???
    10. 10. SBU strategies <ul><li>Build </li></ul><ul><li>Hold </li></ul><ul><li>Harvest </li></ul><ul><li>Divest </li></ul>
    11. 11. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>
    12. 12. The GE Model Business Strength Mkt Attractiveness Strong Medium Weak Strong Medium Weak
    13. 13. Ansoff’s Product-Market Grid Current products New products Current Mkts New Mkts Mkt penetration strategy Mkt development strategy Product development strategy Diversification strategy
    14. 14. The Planning Process <ul><li>Analysing Market opportunities </li></ul><ul><li>Developing Marketing strategies </li></ul><ul><li>Planning Marketing Programs </li></ul><ul><li>Managing the Marketing Effort </li></ul>
    15. 15. Porter’s Generic Strategies <ul><li>Overall cost leadership </li></ul><ul><li>Product Differentiator </li></ul><ul><li>Focus </li></ul>
    16. 16. Marketing Control <ul><li>Annual Plan control </li></ul><ul><li>Profitability control </li></ul><ul><li>Strategic Control </li></ul>

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