Chapter3

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Chapter3

  1. 1. Principles of Marketing Chapter 3 Planning
  2. 2. Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning The planning is a series of steps business take to determine how they will achieve their goals. Goals Concepts Key words Case Studies Practical examples Q&A
  3. 3. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A <ul><li>How do business manages systems to achieve their goals </li></ul><ul><li>How organizations determine their overall goals </li></ul><ul><li>How do business connect to the ENVIRONMENT in which they function </li></ul>Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning
  4. 4. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning In Marketing EVERYTHING is planning The Business Plan (hand out) The Planning Process is the method(s) used to identify needs and assure that the business intervention meets the need(s) and produces the desired result.
  5. 5. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning Human Resources Manufacturing Finances Marketing Operations Business systems
  6. 6. Planning = Steps to determine how to achieve goals. Principles of Marketing Chapter 2 Planning “ Good fortune is what happens when opportunity meets with planning” Thomas A. Edison
  7. 7. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning Motto: Whole Food, Whole People, Whole Planet 270 Stores US & UK Page 23
  8. 8. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning <ul><li>Analyzing Market Opportunities </li></ul><ul><ul><li>Market Information Services </li></ul></ul><ul><ul><li>Marketing Environment </li></ul></ul><ul><ul><li>Consumer Markets </li></ul></ul><ul><ul><li>Anticipating Competitors </li></ul></ul><ul><li>Developing Marketing Strategies </li></ul><ul><ul><li>Positioning </li></ul></ul><ul><li>Planning Marketing Programs </li></ul><ul><ul><li>Allocation of funds </li></ul></ul><ul><li>Managing the Marketing Effort </li></ul><ul><ul><li>Feedback and Control </li></ul></ul>Steps in the Planning Process
  9. 9. Planning at Different Levels of an Organization Planning = Steps to determine how to achieve goals. Principles of Marketing Chapter 2 Planning Corporate Planning Division Planning Business Unit Planning Product Planning Organizing Implementing Measuring Results Diagnosing Results Taking Corrective Action Planning Implementing Controlling
  10. 10. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning The Strategic panning is a managerial process of maintaining a viable fit between the organization’s objectives, skills & resources and its changing market environment.
  11. 11. A B How to get from A to B Strategic Planning
  12. 12. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning Why do my business exists? What is my purpose? How do I see my business in the future? What do I want to accomplish? Pag 24 My products or services, what do I do? Strategic Planning Mission Vision Objectives Portfolio
  13. 13. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning High Market Share. High Growth High Market Share. Low Growth Low Market Share. Low Growth Low Market Share. High Growth
  14. 14. High S Low G High S High G Low S High G Low S Low G
  15. 15. There are several models for Strategic Planning
  16. 16. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning <ul><li>Balanced Scorecard </li></ul><ul><li>Increase focus on strategy and results </li></ul><ul><li>Improve organizational performance by measuring what matters </li></ul><ul><li>Align organization strategy with the work people do on a day-to-day basis </li></ul><ul><li>Focus on the drivers of future performance </li></ul><ul><li>Improve communication of the organization’s Vision and Strategy </li></ul><ul><li>Prioritize Projects / Initiatives </li></ul>
  17. 17. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning Financial Internal Business Innovation & Learning Customer Vision & strategy
  18. 19. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning Marketing planning is the process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action and implement those decisions. Marketing planning provides the framework for implementing a market orientation
  19. 20. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning What do we want to achieve Analysis of the business environment Select Target & Media Mix Marketing Plan & evaluation Chapter 10 Chapter 9 Resources & Monitoring Strategies Audit Objectives 4 Marketing Components
  20. 21. S.W.O.T.
  21. 22. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning
  22. 23. Planning = Steps to determine how to achieve goals. Goals Concepts Key words Case Studies Practical examples Q&A Principles of Marketing Chapter 2 Planning Planning Process Strategic Planning Marketing Planning
  23. 24. Role of Marketing in planning
  24. 25. A B How to get from A to B Strategic Planning marketing!

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