How is strategic planning carried out at different level of marketing?

1. Developing Marketing
Strategies
Plans

2. 2
carried out at different
Level of Marketing?
Strategic Planning
How is

3. Defining the Corporate Mission

4. Google Mission
To organize the world's information and make
it better, and more completely than our competition.
universally accessible and useful.

5. eBay
We help people trade
practically anything on earth

6. Establishing Strategic Business Unit
Ted Levitt
“Companies must
see their business
as a customer-satisfying
process, not a goods-producing
process.”

7. If there is a gap between future desired sales and
projected sales, corporate management will need
to develop or acquire new businesses to fill it.
Assessing Growth opportunities

8. By identifying
Intensive Growth
Review of opportunities for
improving existing businesses.
Filling the Gap

9. Integrative Growth
Increasing sales and profits
through backward,
forward, or horizontal
integration within its industry.

10. Diversification Growth
Walt Disney Company has moved into licensing characters for merchandised
goods, entering the broadcast industry with its own Disney Channel as well
as ABC and ESPN acquisitions, and developing theme parks and vacation and
resort properties.

11. When Howard Schultz, Starbucks' CEO until 2000, came to the company
in 1982, he recognized an unfilled niche for cafes serving gourmet coffee
directly to customers, This became Starbucks' market-penetration strategy
and helped the company attain a loyal customer base in Seattle.
Starbucks Story

12. Ansoff's Product-Market Expansion Grid

13. Strategic Planning
1. Defining the corporate mission
2. Establishing Strategic Business Unit
3. Assessing Growth opportunities
4. Filling the Gap
5. Ansoff's Product-Market Expansion Grid

14. Sameer Mathur
Indian Institute of Management
Lucknow
Marketing Professor 2013 -
Marketing Professor
2009 -2013
Ph.D & M.s (Marketing) 2003 - 2009
Amit Pandey
Indian Institute of Technology
Kharagpur
(Internship)