Marketing management

1. I. MAKING MARKETING
DECISIONS
STRATEGIC PLANNING AND THE MARKETING
MANAGEMENT PROCESS

2. WHAT IS STRATEGIC PLANNING?
An activity that leads to the development of a clear organizational
mission, organizational objectives, and appropriate strategies to achieve the
objectives for the entire organization.

3. FOUR (4) PARTS OF STRATEGIC PLANNING
PROCESS:
Organizational
Mission
Organizational
Objectives
Organizational
Strategies
Organizational
Portfolio Plan

4. 1. ORGANIZATIONAL MISSION
This defines what an organization is, why it exists, its
reason for being. At a minimum, your mission statement should
define who your primary customers are, identify the products
and services you produce, and describe the geographical location
in which you operate.

5. 3 key elements in developing a mission statement:
• The organization’s history
• The organization’s distinctive competencies
• The organization’s environment
An effective mission will be:
• Focused on markets rather than products
• Achievable
• Motivating
• Specific

6. 2. ORGANIZATIONAL OBJECTIVES
Are short-term and medium-term goals that organization
seeks to accomplish. An organization’s objectives will play a
large part in developing organizational policies and determining
the allocation of organizational resources. Achievement of
objectives helps an organization reach its overall strategic goals

7. Area of Performances Possible Objectives
1. Market standing To make our brands number one in their field in terms
of market share.
2. Innovations To be a leader in introducing products by spending no
less than 7% of sales for research and development.
3. Productivity To manufacture all products efficiently as measured
by the productivity of the workforce.
4. Physical and Financial Resources To protect and maintain all resources – equipment,
buildings, inventory, and funds.
5. Profitability To achieve an annual rate of return on investment of
at least 15%.
6. Manager performance and
responsibility
To identify critical areas of management depth and
succession.
7. Worker performance and attitude To maintain levels of employee satisfaction consistent
with our own and similar industries.

8. 3. ORGANIZATIONAL STRATEGIES
It is the sum of the actions a company intends to take to
achieve long-term goals. Together, these actions make up a
company’s strategic plan. Strategic plans take at least a year to
complete, requiring involvement from all company levels.

9. THREE (3) TYPES OF ORGANIZATIONAL
STRATEGIES
A. Organizational Strategies Based on Products/ Markets
• Market Penetration Strategies
• Market Development Strategies
• Product Development Strategies
• Diversification
B. Organizational Strategies Based on Competitive Advantage
C. Organizational Strategies Based on Value Disciplines
• Choosing an appropriate strategy

10. 4. ORGANIZATIONAL PORTFOLIO PLAN
It is the business process by which organizations
determine the set of innovation and new product development
investments they will fund – and those they won’t – to achieve
their business objectives.

11. MARKETING MANAGEMENT
• is the process of planning and executing the conception,
pricing, promotion and distribution of goods, services, and
ideas to create exchanges with target groups that satisfy
customer and organizational objectives.

12. MARKETING PLAN
• a blueprint of the objectives, strategies, and tasks
to be performed

13. I. SITUATION ANALYSIS
• analyze and monitor the position of the firm and
specifically the marketing department in terms of its past,
present and future situation

14. II. ESTABLISHING OBJECTIVES
• Marketing objectives are usually stated as standards of
performance or as tasks to be achieved by given dates.

15. III. SELECTING THE TARGET MARKET
• Crucial element of marketing plan is selecting the groups or segment
of potential customers the firm is going to serve with each of its products.
Questions to be answered
1.What do customers want or need?
2. What must be done to satisfy
these wants or needs?
3. What is the size of the Markets?
4. what is its growth profile?
Potential Target Market are ranked
according to:
a. profitability
b. present and future sales volumes
c. the match between what it takes to
appeal successfully to the segment and the
organization's capabilities.

16. IV. DEVELOPING THE MARKETING MIX
• set of controllable variables that must be managed to
satisfy the target market and achieve organizational objectives.

17. The strategic plan
organizational mission
organizational objectives
organizational strategies
organizational porfolio plan
implementation and
control
The marketing plan
I. situation analysis
II. marketing objectives
III. target market selection
IV. marketing mix
product strategy
promotion strategy
pricing strategy
distribution strategy
marketing information
system and marketing
research

18. MARKETING DEBATE:
TAKE A POSITION!
I. MAKING MARKETING DECISIONS

19. DOES MARKETING SHAPE CONSUMER NEEDS?
OR
DOES MARKETING MERELY REFLECT THE NEEDS
AND WANTS OF CONSUMERS?
MARKETING DEBATE

20. MARKETING DISCUSSION
✔Consider the societal forces, such as information technology,
globalization, deregulation, consumer resistance, retail
transformation.
✔How have marketing practices shifted to accommodate and
even leverage these forces?