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strategic market planning

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Chapter 20 Strategic Marketing Planning Basic Marketing Presentation by Muhammad Faisal Preston University, Islamabad
Chapter Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PLANNING Analyze situation Set goals Select strategies and tactics IMPLEMENTATION Organize Staff Direct EVALUATION Compare performance with goals Feedback, so management can adapt future plans and their implementation to the changing environment The Management Process
Strategic Marketing Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic company planning 1. Define org. mission 2. Conduct situation analysis 3. Set org. objectives 4. Select appropriate strategies Strategic marketing planning 1. Conduct situation anal. 2. Develop marketing obj. 3. Determine positioning and differential advantage 4. Select target markets, measure market demand 5. Design strategic marketing mix Annual marketing planning Prepare annual marketing plan for each major product and company division PLANNING SEQUENCE IMPLEMENTATION AND EVALUATION
Strategic Marketing Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Annual Marketing Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Contents of the Annual Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Business Units (SBU) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Boston Consulting Group Matrix ,[object Object],[object Object],[object Object]
Stars Cash cows Dogs Question marks High Low High Low COMPANY’S MARKET SHARE INDUSTRY GROWTH RATE
Product-Market Growth Matrix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRESENT PRODUCTS PRESENT MARKETS NEW PRODUCTS NEW MARKETS Market penetration Market development Product development Diversification The product-market growth matrix depicts the options available in considering markets and products. Product Market Growth Matrix

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  • 1. Chapter 20 Strategic Marketing Planning Basic Marketing Presentation by Muhammad Faisal Preston University, Islamabad
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  • 3. PLANNING Analyze situation Set goals Select strategies and tactics IMPLEMENTATION Organize Staff Direct EVALUATION Compare performance with goals Feedback, so management can adapt future plans and their implementation to the changing environment The Management Process
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  • 5. Strategic company planning 1. Define org. mission 2. Conduct situation analysis 3. Set org. objectives 4. Select appropriate strategies Strategic marketing planning 1. Conduct situation anal. 2. Develop marketing obj. 3. Determine positioning and differential advantage 4. Select target markets, measure market demand 5. Design strategic marketing mix Annual marketing planning Prepare annual marketing plan for each major product and company division PLANNING SEQUENCE IMPLEMENTATION AND EVALUATION
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  • 12. Stars Cash cows Dogs Question marks High Low High Low COMPANY’S MARKET SHARE INDUSTRY GROWTH RATE
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  • 14. PRESENT PRODUCTS PRESENT MARKETS NEW PRODUCTS NEW MARKETS Market penetration Market development Product development Diversification The product-market growth matrix depicts the options available in considering markets and products. Product Market Growth Matrix