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Marketing Plan Authors: Prof. Keegan, Prof. Malcolm Presenters:  M. Azadi   M. Tabatabaei Chapter   8
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Planning ,[object Object],[object Object],[object Object]
Marketing Planning Market Needs Wants Strengths of organization Weakness of organization Existing competitors Expected competitors Design for creating value
Marketing Planning Process ,[object Object],[object Object]
Marketing Planning Process  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Develop a Market Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Essential of Marketing Planning ,[object Object]
Our Challenge ,[object Object],Cost Optimization  Revenue Profit Return on investment
Application of  Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Elements of Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Biggest Danger for Organizations ,[object Object]
Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy Statement ,[object Object],[object Object],[object Object],[object Object]
Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tactically Oriented Company Board Senior Management Middle Management Operations Tactical Orientation Strategic Orientation
Strategic Oriented Company Board Senior Management Middle Management Operations Tactical Orientation Strategic Orientation
Rules of  Marketing Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stages of Marketing Plan 1. Mission 2. Corporate objectives 3. Marketing audit 4.SWOT analysis 5. Assumptions 6. Marketing objective and strategies 7. Estimate expected result 8. Identity alternative plans and mixes 9. Budget 10. First year detailed implementation program Phase one -Goal Setting Phase Two –Situation Review Phase Three-Strategy Formulation Phase Four-Resources allocation  and  monitoring Measurement and review
Critical Factors ,[object Object],[object Object],[object Object],[object Object]
Marketing Audit I ,[object Object]
Marketing Audit II ,[object Object],[object Object],[object Object],[object Object]
Marketing Audit III ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Audit IV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Audit V ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Audit VI ,[object Object],[object Object],[object Object],[object Object]
Kind of variables  for Controlling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Auditing Process ,[object Object],[object Object]
Marketing Audit Procedure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Analysis Opportunities Threats Strengths ST SO Weakness WT WO Internal External
Corporate Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Targeted Growth in Sales and earnings Step 5: Corporate  Plans Step 4: Plans Step 3: Objective and Strategy Setting Step 2: Management Audit Step 1: Corporate Financial Objective
Elements of Corporate Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assumptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Examples: ,[object Object],[object Object],[object Object]
Marketing Objectives and Strategies 4. Diversification ,[object Object],[object Object],New Markets ,[object Object],[object Object],Existing Markets Existing Products ,[object Object],[object Object],New Products Three Intensive Growth Strategies:  Ansoff’s Product/Market Expansion Grid
The Marketing Mix Marketing Mix Customer Solution Customer Cost Communication Convenience Product Price Promotion Place
Use of Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Budget ,[object Object]
Mission Statements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types of Mission Statements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Examples of Corporate Mission ,[object Object]
Examples of  Corporate Mission ,[object Object],[object Object]
Last Word ,[object Object],[object Object],[object Object]
A Goal is a dream  with a deadline Zig Zaglar

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Marketing plan-final-1201071514114303-4

  • 1. Marketing Plan Authors: Prof. Keegan, Prof. Malcolm Presenters: M. Azadi M. Tabatabaei Chapter 8
  • 2.
  • 3.
  • 4. Marketing Planning Market Needs Wants Strengths of organization Weakness of organization Existing competitors Expected competitors Design for creating value
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Tactically Oriented Company Board Senior Management Middle Management Operations Tactical Orientation Strategic Orientation
  • 18. Strategic Oriented Company Board Senior Management Middle Management Operations Tactical Orientation Strategic Orientation
  • 19.
  • 20.
  • 21. Stages of Marketing Plan 1. Mission 2. Corporate objectives 3. Marketing audit 4.SWOT analysis 5. Assumptions 6. Marketing objective and strategies 7. Estimate expected result 8. Identity alternative plans and mixes 9. Budget 10. First year detailed implementation program Phase one -Goal Setting Phase Two –Situation Review Phase Three-Strategy Formulation Phase Four-Resources allocation and monitoring Measurement and review
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. SWOT Analysis Opportunities Threats Strengths ST SO Weakness WT WO Internal External
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. The Marketing Mix Marketing Mix Customer Solution Customer Cost Communication Convenience Product Price Promotion Place
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. A Goal is a dream with a deadline Zig Zaglar

Editor's Notes

  1. External Audit For Uncontrollable variables Internal Audit For controllable variables