This lecture discusses marketing strategy and strategic planning. It covers developing companywide strategies by analyzing the business portfolio and strategic business units. The lecture also discusses the marketing mix, market segmentation, targeting, positioning, and developing integrated marketing strategies. Key terms covered include strategy, strategic planning, mission, and external opportunities. The overall objectives are to understand marketing strategies, strategic planning, and how to measure and manage marketing return on investment.

1. Principles of Marketing
Instructor: Dr. Muhammad Amin
Lecture No.04 BBA-FA-21
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2. Lecture Contents
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
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3. Business strategies vs marketing strategies
Company-wide marketing strategy
Partnering to Build Customer Relationships
Marketing planning
Key Learning Objectives
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4. Strategy
Strategic Planning
External Opportunities
Mission
Key Terms
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5. Companywide Strategic Planning
Business
objectives
• Build profitable
customer
relationships
• Invest in
research
• Improve profits
Marketing
objectives
• Increase
market share
• Create local
partnerships
• Increase
promotion
Setting Company Objectives and Goals

6. Companywide Strategic Planning
The business portfolio is the collection of businesses and products that
make up the company
Portfolio analysis is a major activity in strategic planning whereby
management evaluates the products and businesses that make up the
company
Designing the Business Portfolio

7. Companywide Strategic Planning
Strategic business unit (SBU) is a unit of the company that has a
separate mission and objectives that can be planned separately from
other company businesses
Company division
Product line within a division
Single product or brand
Analyzing the Current Business Portfolio

8. Companywide Strategic Planning
An organization must adopt business unit
strategic planning to grow in size and profits,
especially if it has a wide variety of products to
offer.
Example: The SBU’s of Coca-Cola are North
America, Africa, Asia, Europe, Eurasia and Middle
East and finally Latin America
Analyzing the Current Business Portfolio

9. Companywide Strategic Planning
Analyzing the Current Business Portfolio

10. Companywide Strategic Planning:

11. Companywide Strategic Planning
Product/market expansion grid is a tool for
identifying company growth opportunities through
market penetration, market development, product
development, or diversification
Developing Strategies for Growth and Downsizing

12. Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Product/market expansion grid strategies

13. Companywide Strategic Planning
Market penetration is a
growth strategy increasing
sales to current market
segments without changing
the product
Market development is a
growth strategy that
identifies and develops new
market segments for current
products
Developing Strategies
for Growth and Downsizing

14. Companywide Strategic Planning
Product development is a growth strategy that
offers new or modified products to existing market
segments
Diversification is a growth strategy through starting
up or acquiring businesses outside the company’s
current products and markets
Developing Strategies
for Growth and Downsizing

15. Companywide Strategic Planning
Downsizing is the reduction of the business
portfolio by eliminating products or business units
that are not profitable or that no longer fit the
company’s overall strategy
Developing Strategies
for Growth and Downsizing

16. Planning Marketing
Partnering to Build Customer Relationships
Value chain is a series of
departments that carry out
value-creating activities to
design, produce, market,
deliver, and support a
firm’s products

17. Planning Marketing
Partnering to Build Customer Relationships
Value delivery network is
made up of the company,
suppliers, distributors,
and ultimately customers
who partner with each
other to improve
performance of the
entire system

18. Marketing Strategy and the Marketing Mix

19. Marketing Strategy and the Marketing Mix
Market segmentation is the division of a market into distinct
groups of buyers who have distinct needs, characteristics, or
behavior and who might require separate products or
marketing mixes
Market segment is a group of consumers who respond in a
similar way to a given set of marketing efforts
Customer-Driven Marketing Strategy

20. Marketing Strategy and the Marketing Mix
Market targeting is the process of evaluating each
market segment’s attractiveness and selecting one
or more segments to enter
Customer-Centered Marketing Strategy

21. Marketing Strategy and the Marketing Mix
Customer-Centered Marketing Strategy
Market positioning is the arranging for a product to
occupy a clear, distinctive, and desirable place
relative to competing products in the minds of the
target consumer

22. Marketing Strategy and the Marketing Mix
Marketing mix is the set of controllable tactical
marketing tools—product, price, place, and
promotion—that the firm blends to produce the
response it wants in the target market
Developing an Integrated Marketing Mix

23. Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix

24. Lecture Summary
Strategic planning helps to make a strategic fit between the firms
internal capabilities and opportunities in the external market
Strategic planning is the process of developing and maintaining a
strategic fit between the organization’s goals and capabilities and its
changing marketing opportunities
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25. Thank You - Questions?
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