This document discusses developing marketing strategies and plans. It covers assessing customer value through environmental scanning and understanding needs. It also discusses designing value through product strategy, pricing, distribution, and communications. The document references Michael Porter's value chain model and strategic planning at different organizational levels. It provides an overview of assessing growth opportunities such as intensive growth or diversification. The strategic business unit concept and purpose is defined. The document outlines the key components of business unit strategic planning, including external and internal analysis and formulating strategies using frameworks like Porter's generic strategies. It concludes with discussing the contents of a marketing plan.

1. Developing Marketing
Strategies and Plans
Dr. Gopal Thapa
Tribhuvan University

2. Marketing and Customer Value
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3. Value Creation and Delivery
1. Assessing market opportunity and customer value
Environment scanning and study of consumers’ needs etc.
2. Choosing the right ‘customer value’
Value proposition – STP
3. Designing value
Product/ brand strategy, pricing
4. Delivering the value
Distribution
5. Communicating the value
IMC
6. Sustain and growth
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4. Michael Porter’s Value Chain
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5. Holistic Marketing
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6. Strategic Planning
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7. Four organizational levels
 The corporate level
 The division level
 The business unit level
 The product level
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8. Corporate & Division Strategic
Planning
Defining the corporate mission
Establishing strategic business unit (SBU)
Assigning resources to each SBU
Assessing growth opportunities
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9. Strategic Business Unit
Prof. Deepa Rohit,LLIM 9
• SBU Characteristics
• It is single business or collection of related businesses that can be planned
separately from the rest of the company
• It has its own set of competitors
• It has a manager responsible for strategic planning and profit
performance, who control most of the factors affecting profit
• Purpose of identifying SBU
• Todevelop separate strategies and assign appropriate funding
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10. Corporate & Division Strategic
Planning
a 10
1. Defining the corporate mission
2. Establishing strategic business unit
3. Assigning resources to each SBU
4. Assessing growth opportunities
– Intensive growth
– Integrative growth
– Diversification
– Downsizing and divesting older business
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11. Boston Consultancy Group
Growth – Share Matrix
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12. SBU Strategies
 Build
 Hold
 Harvest
 Divest
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13. GE Matrix
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14. Corporate & Division Strategic
Planning
1. Defining the corporate mission
2. Establishing strategic business unit
3. Assigning resources to each SBU
4. Assessing growth opportunities
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15. 4. Assessing Growth Opportunities
 Planning new businesses, downsizing, and
terminating older businesses
 If there is gap between future desired sales and
projected sales then corporate management will
need to develop or acquire new businesses to fill it
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16. Assessing Growth Opportunities
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17. Business Unit
Strategic Planning
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18. Business Unit Strategic Planning
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Prof. Deepa Rohit,LLIM

19. Business Unit Strategic Planning
PROF. DEEPA ROHIT, LLIM 20
1. The business mission
2. External Environment Analysis
• Opportunity & threat analysis
3. Internal environment
• Strengths and weakness Analysis
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20. Marketing Opportunity
Prof. Deepa Rohit,LLIM 21
➢ It is an area of buyer need and interest that a company has
a high probability of profitability satisfying
➢ Three sources
➢ Offer something which is short in supply
➢ Superior way of existing product
➢ Studying acquiring, using and disposing off product
➢ Using Market Opportunity analysis (MOA)
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21. Business Unit Strategic Planning
PROF. DEEPA ROHIT, LLIM 22
5. Strategy formulation
• Strategy is a game plan to achieve the goals
– Porter’s Generic Strategies (Cost Leadership,
Differentiation and Focus)
• Strategic alliances
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22. Product Planning and Marketing Plan
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23. Marketing Plan
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PROF. DEEPA ROHIT, LLIM
A Marketing plan is a written document that summarizes
what the marketer has learnt about the market place and
indicates how the firm plans to reach its marketing
objectives

24. Contents of Marketing Plan
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PROF. DEEPA ROHIT, LLIM
–Executive summary and table of contents
–Situation analysis
–Objectives
–Marketing strategy
–Financial projections
–Implementation control

25. Thank
you
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