Marketing plan structure

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Marketing plan structure: How to build a marketing plan for a product or service.

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Marketing plan structure

  1. 1. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Marketing Plan Structure “Get to know your enemy and get to know yourself and your victory will never be in danger; get to know the time and get to know your surroundings and then your victory will be complete.” Sun Tzu Humberto Serrano Gerencia de Marketing
  2. 2. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Results when we don’t plan
  3. 3. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com “The success of one strategy depends on doing many things well – not only some things - and integrate them among each other.” Porter What is strategy? Michael Porter
  4. 4. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com The operational efficiency is NOT and strategy ¿What is strategy? Michael Porter
  5. 5. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com The essence of the strategy lies in the activities: • To perform activities in a different way (well done) • To perform different activities to the activities performed by our rivals What is strategy? Michael Porter The strategy is the creating of a unique and valuable position that involves many different activities.
  6. 6. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Strategy Planning • It is a way to establish the organizational purpose in relation of long-term objectives, action programs, and priorities in the distribution of resources. • Definition of the field where the company is going to compete . • Consistent, unifying and integrating project of the entire organization • Answers to the external opportunities and Threats as well as to the internal weaknesses and strengths • The strategy as the principal means to achieve the competitive advantage To search the favorable competitive positioning in a sector, which is the fundamental field where the competition takes place. The competitive strategy search to establish a profitable and sustainable position against the forces that determine industry competition. • Motivating force for those with interests in company: shareholders, employees, managers, customers, suppliers, creditors, municipalities, governments, etc..
  7. 7. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com The basic process of planning answer the following questions : 1. Where are we now? 2. Where do we want to be? 3. How are we going to get there? 4. How do we make sure that we Arrive where we want to go? 5. How do we know if we arrive there?Morrison, A.M.
  8. 8. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Strategy Business and Marketing Plan STRATEGY BUSINESS • GENERAL MANAGER • MARKETING • FINANCES • RRHH • PRODUCTION • I & D
  9. 9. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com MARKETING PLAN STRUCTURE
  10. 10. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Marketing Mix Strategies Microenvironment Clients Needs and other dimensions of segmentation Company Internal Analysis Competition Actual & Potentials S W O T Segment Target Macro Environment: Economic, political, legal, cultural, technical, demographic and natural factors Positioning & Differentiation MARKETING PLAN Providers Intermediaries Public O B J E C T I V E S Adaptado de: E. Jerome McCarthy & William D. Perreault, Jr. PRODUCTS Target Selection
  11. 11. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Marketing Mix Strategies Microenvironment Clients Needs and other dimensions of segmentation Company Internal Analysis Competition Actual & Potentials S W O T Segment Target Macro Environment: Economic, political, legal, cultural, technical, demographic and natural factors Positioning & Differentiation MARKETING PLAN Providers Intermediaries Public O B J E C T I V E S Adaptado de: E. Jerome McCarthy & William D. Perreault, Jr. Personal Processes Physical Evidence SERVICES Target Selection
  12. 12. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com Marketing Mix Strategies Microenvironment Clients Needs and other dimensions of segmentation Company Internal Analysis Competition Actual & Potentials S W O T Segment Target Macro Environment: Economic, political, legal, cultural, technical, demographic and natural factors Positioning & Differentiation MARKETING PLAN Providers Intermediaries Public O B J E C T I V E S Adaptado de: E. Jerome McCarthy & William D. Perreault, Jr. Target Selection DECISIONSANALYSIS
  13. 13. ©2013 Humberto Serrano - @ghserrano ghserrano@yahoo.com END Thank you so much! Humberto Serrano ghserrano@yahoo.com

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