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1. MARKETING MANAGEMENT
Chapter 16
MARKETING PLANNING

2. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
Basic Elements of Strategic Planning
1. Mission
2. Strategic Business Units
3. Objectives
4. Strategic Planning Tools
5. Marketing Plans

3. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
General Electric (GE) – Portfolio of SBUs
1. GE Appliances 5. GE Lighting
2. GE Aircraft engines 6. GE Plastics
3. GE Capital 7. GE Transportation Systems
4. GE Global Services 8. GE Medical Systems

4. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
Product-Market Growth Grid

5. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
The BCG Matrix

6. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
Steps in Marketing Planning

7. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
SWOT Analysis

8. Himalaya Publishing House
Marketing Management
Dr. K. Karunakaran
Chapter 16
Marketing Planning
Types of Marketing Organizations
1. Functional organization
2. Product-oriented organization
3. Geographic (territory)-oriented organization
4. Complex organization