Guided By Prof. Rakesh ShiraseMBA-I
Vishal Patel | Drashti Shah | Jyotsana Iyer | Shruti Kumari | Pappu Kumar
What is the Value Chain?
The value chain is a tool for identifying
ways to create more customer value
because every firm i...
Porter’s Value Chain
Characteristics of Core Competencies
 A source of competitive advantage
 Applications in a wide variety of markets
 Dif...
What is a Marketing Plan?
 A marketing plan is the central instrument
for directing and coordinating the marketing
effort...
Levels of a Marketing Plan
 Strategic
 Target marketing
decisions
 Value proposition
 Analysis of
marketing
opportunit...
The Strategic Planning, Implementation, and
Control Processes
Corporate And Division Strategic Planning
 Defining the corporate mission
 Establishing strategic business units
 Assig...
Defining the corporate mission
Mission statement includes the mission of
an organization which it needs to achieve
through...
Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres...
Sample Mission Statements
MARRIOTT’S Mission Statement:
We are committed to being the best lodging and
food service compan...
Cont.
 Biocon
“To be an integrated biotechnology enterprise of
global distinction.”
 Infosys Technologies Limited
“To ac...
 It is a single business or collection of related
businesses
 It has its own set of competitors
 It has a leader respon...
Product Orientation vs. Market Orientation
Company Product Market
Missouri-Pacific
Railroad
We run a railroad We are a peo...
Assign resources to each SBU
The Strategic Planning Gap
Assess growth opportunities
Ansoff’s Product-Market Expansion Grid
The Business Unit Strategic Planning Process
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis
INTERNAL FACTORS
past and present
EXTERNAL FACTORS
past and present ACTION
STRENGTHS
Build on them,
Emphasis...
Market Opportunity Analysis (MOA)
 Can the benefits involved in the opportunity be
articulated convincingly to a defined ...
MOA (cont.)
 Can the company deliver the benefits better
than any actual or potential competitors?
 Will the financial r...
Goal Formulation
 Hierarchically arranged from the most to the
least important.
 Quantitative objectives whenever possib...
Strategic Formulation
Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus
Feedback And Control
Measures include:
•Performance
measurements
•Evaluation mechanisms
•Feedback mechanisms
•Contingency ...
Problems with Planning
 Companies become obsessed with the process or
technique rather than the actual content and
delive...
 New companies
 too busy?
 Small companies
 not important/ no skills/ restrictive?
 Mature companies
 Unnecessary / ...
Marketing Planning is Essential ...
Conflicting pressures make choices difficult
Enhancing customer
service
Short-term pro...
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation...
Thank you
Upcoming SlideShare
Loading in …5
×

Marketing planning

2,786 views

Published on

What is Marketing Planning, why its require, SWOT Analyse, value chain etc. has been covered. Developed By http://webneez.com

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,786
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
182
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Marketing planning

  1. 1. Guided By Prof. Rakesh ShiraseMBA-I Vishal Patel | Drashti Shah | Jyotsana Iyer | Shruti Kumari | Pappu Kumar
  2. 2. What is the Value Chain? The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
  3. 3. Porter’s Value Chain
  4. 4. Characteristics of Core Competencies  A source of competitive advantage  Applications in a wide variety of markets  Difficult to imitate
  5. 5. What is a Marketing Plan?  A marketing plan is the central instrument for directing and coordinating the marketing effort.  It operates at a strategic and tactical level.
  6. 6. Levels of a Marketing Plan  Strategic  Target marketing decisions  Value proposition  Analysis of marketing opportunities  Tactical  Product features  Promotion  Merchandising  Pricing  Sales channels  Service
  7. 7. The Strategic Planning, Implementation, and Control Processes
  8. 8. Corporate And Division Strategic Planning  Defining the corporate mission  Establishing strategic business units  Assigning resources to each SBU  Assessing growth opportunities
  9. 9. Defining the corporate mission Mission statement includes the mission of an organization which it needs to achieve through careful marketing research by carefully analyzing the needs and wants of customer and providing him with the same.
  10. 10. Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
  11. 11. Sample Mission Statements MARRIOTT’S Mission Statement: We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value
  12. 12. Cont.  Biocon “To be an integrated biotechnology enterprise of global distinction.”  Infosys Technologies Limited “To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large.”
  13. 13.  It is a single business or collection of related businesses  It has its own set of competitors  It has a leader responsible for strategic planning and profitability Establish strategic business units (SBUs) Characteristics of SBUs
  14. 14. Product Orientation vs. Market Orientation Company Product Market Missouri-Pacific Railroad We run a railroad We are a people- and-goods mover Xerox We make copying equipment We improve office productivity Standard Oil We sell gasoline We supply energy Columbia Pictures We make movies We entertain people
  15. 15. Assign resources to each SBU The Strategic Planning Gap
  16. 16. Assess growth opportunities Ansoff’s Product-Market Expansion Grid
  17. 17. The Business Unit Strategic Planning Process
  18. 18. SWOT Analysis Strengths Weaknesses Opportunities Threats
  19. 19. SWOT Analysis INTERNAL FACTORS past and present EXTERNAL FACTORS past and present ACTION STRENGTHS Build on them, Emphasise in promotional campaigns OPPORTUNITIES Exploit them if possible Need to be identified and researched via environmental scanning and analysis WEAKNESSES Eliminate them if possible, Circumvent them THREATS Develop contingency plans Must be addressed by Marketing Plan decisions
  20. 20. Market Opportunity Analysis (MOA)  Can the benefits involved in the opportunity be articulated convincingly to a defined target market?  Can the target market be located and reached with cost-effective media and trade channels?  Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?
  21. 21. MOA (cont.)  Can the company deliver the benefits better than any actual or potential competitors?  Will the financial rate of return meet or exceed the company’s required threshold for investment?
  22. 22. Goal Formulation  Hierarchically arranged from the most to the least important.  Quantitative objectives whenever possible  Objectives should be realistic  Objectives must be consistent
  23. 23. Strategic Formulation Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus
  24. 24. Feedback And Control Measures include: •Performance measurements •Evaluation mechanisms •Feedback mechanisms •Contingency planning •Budgets / profit & loss
  25. 25. Problems with Planning  Companies become obsessed with the process or technique rather than the actual content and delivery of the plan!!  Unreliable or insufficient market research data can make plans flawed from beginning!
  26. 26.  New companies  too busy?  Small companies  not important/ no skills/ restrictive?  Mature companies  Unnecessary / cumbersome?  Fast changing markets  not useful / responsive? However all organisations should plan! Problems with Planning (Cont.)
  27. 27. Marketing Planning is Essential ... Conflicting pressures make choices difficult Enhancing customer service Short-term profit Revenue maximisation Cost minimisation Long-term value creation Increasing profitabilityVs. Vs. Vs.
  28. 28.  Executive summary  Table of contents  Situation analysis  Marketing strategy  Financial projections  Implementation controls Marketing Plan should consist : Conclusion
  29. 29. Thank you

×