This document discusses strategic planning in marketing. It outlines the steps in the strategic planning process including establishing a vision and mission statement, performing a gap analysis to identify areas for improvement, and setting objectives and goals. It also discusses the role of marketing in strategic planning and the purpose and structure of a marketing plan. The marketing plan structure includes sections on the business, situation analysis, marketing strategy, and implementation and controls.

1. Principle of marketing
Chapter two: strategic
planning in marketing
Lecture: mr khadar
Mohamed abdulle

2. Chapter Outline
2.1 Developing a Strategic Plan
2.2 The Role of Marketing in the Strategic
Planning Process
2.3 Purpose and Structure of the Marketing
Plan

3. Types of business strategy
• strategy set of plans, actions, and goals that
outlines how a business will compete.
Types of strategic:
Corporate
business
Functional

4. Types of business strategy
• Many organizations have only a single product line,
market focus, or business, so they will require only
a business-level strategy.
• However, with larger organizations, it can be
important to break the overall business into smaller,
more manageable strategic business units to
maintain an overall focus on the business as a whole
and pull the business-level strategies into a cohesive
whole

5. Steps in the Strategic Planning
Process
Monitor progress
Establish objectives and goals
Perform gap analysis
Establish mission statement
Define vision statement

6. Steps in the Strategic Planning
Process
• Step One: The Vision Statement: Where Do We See
the Business Going.
• Step Two: The Mission Statement: Why Does the
Business Exist?
• Step Three: Perform a Gap Analysis:
A gap analysis answers the following questions:
• Where are we now?
• Where would we like to be?
• What’s stopping us from getting there?

7. There are four steps to completion
of a gap analysis.
1. Identify the current state of the business,
organization, or department.
2. Identify where you want to be.
3. Identify the gaps.
4. Devise improvements to close the gaps

8. Step Four: Establish Objectives
and Goals
Goals: are statements of desired outcomes that are
expected to be achieved over a longer period of time,
typically three to five years.
objectives are “action items.” They are specific
targets to be achieved within a shorter time frame,
generally one year or less, in order to achieve the
stated goal.

9. Step Four: Establish Objectives
and Goals
Specific
Measurable
Attainable
Realistic
Time –
bound

10. 2.2 The Role of Marketing in the
Strategic Planning Process
Marketing in the strategic planning process has
several basic but critical functions:
First, marketers assist the strategic planning team in
executing a marketing philosophy throughout the
strategic planning process.
Second, marketers assist the organization in
gathering and analyzing information necessary to
examine the current situation .
Third, marketers are responsible for the
identification of trends in the marketing environment
and assessing the potential impact of those trends.

11. Business Portfolio Definition
• When companies have multiple products ,service or
business units, these comprise the business
portfolio.

12. Analyze and Design the Business
Portfolio

13. Analyze and Design the Business
Portfolio
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14. SWOT ANALYSIS
• SWOT is an acronym for a business’s strengths,
weaknesses, opportunities, and threats, and it is a
useful aid for zeroing in on a feasible marketing
strategy.
• The purpose of a SWOT analysis is really quite
simple. Marketers want to identify the strengths and
weaknesses in the organization’s internal
environment as well as the opportunities and threats
that exist in the organization’s external
environment.

15. SWOT ANAYLIS
Strength Weakness
Opportunity Threats

16. Product and market entry strategy

17. DIVERSIFICATION
Diversification
Horizontal
Concentric
Vertical
Conglomerate

18. TYPES OF MERGER
1. Horizontal - a merger between companies with
similar products
2. Vertical - a merger that consolidates the supply
line of a product
3. Concentric - a merger between companies who
have similar audiences with different products
4. Conglomerate - a merger between companies
who offer diverse products/services

19. 2.3 Purpose and Structure of the
Marketing Plan
• If you’re a new business seeking funding, the bank
will want to see and understand your marketing plan
before parting with funds.
• If you have an existing business that you want to
grow, investors will likely go over your marketing
plan.

20. Structure of a Marketing Plan

21. DEFINITION
• market development strategy: a growth strategy that
identifies and develops new market segments for current
products.
• market penetration strategy: a strategy used when a
company focuses on growing its market share in its existing
markets.
• product development strategy: complete process of
delivering a new product or improving an existing one for
customers.
• product diversification strategy: strategy to increase
profitability and achieve higher sales volume through new
products.

22. DEFINITION
corporate-level strategy: strategy that establishes the
overall value of a business through setting strategic
goals and motivating employees to achieve them.
functional strategy: actions and goals assigned to
business units that support the overall business
strategy.
business-level strategy: outline of the actions and
decisions a company plans to take to reach its goals
and objectives.