Marketing Strategies and 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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