strategic market planning [compatibility mode]

8/13/2019 Strategic Market Planning [Compatibility Mode]

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Strate ic Market PlanninStrate ic Market PlanninFrom Theory To PracticeFrom Theory To Practice

[email protected]


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--PlanningPlanning

Objectives Resources

Skills O ortunities


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--PlanningPlanning

Objectives Resources

and

Growth

Skills Opportunities


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Product Communications

ra egy ra egy

ChannelPrice

StrategyStrategy


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The ValueThe Value--Delivery ProcessDelivery Process

Sell the productMake the product

rocureproduct a e r ce e promote s r u e erv ce

a ue crea on e very sequence

oose e a ue rov e e a ue ommun ca e e a ue

Strategic marketing Tactical marketing


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rm n rastructurerm n ras ruc ure

Human Resource ManagementHuman Resource Management

pport

ivitie

s

ProcurementProcurement

SuAc

Inbound

LogisticsOperations

Outbound

Logistics

Marketing&

Service

Primary Activities Source: 1985 Michael PorterFigure 4.5


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The Marketing PlanThe Marketing Plan

xecu ve ummary a e o on en s

Current Marketing Situation

Opportunity & Issue Analysis

Marketing Strategy

Action Programs

Projected Profit-and-loss

Controls


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Strategy as an Integrated Pattern of ChoicesStrategy as an Integrated Pattern of Choices

ArenaArena AdvantageAdvantage

AccessAccess ActivitiesActivities


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Strategy as an Integrated Pattern ofStrategy as an Integrated Pattern of

o ceso ces

Arena:Arena: the markets to serve and customerthe markets to serve and customer

segments to targetsegments to target

Advantage:Advantage: The positioning theme thatThe positioning theme that

differentiates the business from competitorsdifferentiates the business from competitors

Access:Access: The communication and distributionThe communication and distribution

Activities:Activities:The appropriate scale and scope ofThe appropriate scale and scope of

activities to be performedactivities to be performed


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What is a Marketing Strategy?What is a Marketing Strategy?

A Marketing Strategy consists of a planidentif in what basic oals and ob ectives will

be pursued and how they will be achieved in

the time available. A strategy entailscomm men s o cer a n courses o ac on anallocation of the resources necessary toachieve the identified oals.


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Marketing StrategyMarketing Strategy

Clearly Defined Markets to be Served Positioning for Differential Competitive

Timing of Entry and Exit

Focus on Or anizational Levera es

Clear Vision and Values

Flexibility

Functional Integration Long term vs. Short Term Perspective


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Factors Influencing CompanyFactors Influencing Company

Marketingintermediaries

Demographic/Demographic/ Technical/Technical/

econom ceconom c

environmentenvironment

p ys cap ys ca

environmentenvironment

Su liers Place PriceTargetcus omers

Social/Social/culturalcultural

Political/Political/legallegal

Competitors


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-- , ,, ,and Control Processand Control Process

ImplementationImplementationPlanningPlanning ControlControl

easur ngresultsplanning Organizing

Diagnosingresults

planning

Takingcorrective

planning

Productac onplanning


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Overview of Strate icOverview of Strate icMarket ManagementMarket Management

External Analysis Customer Anal sis

External Analysis Customer Anal sis

Internal Analysis Performance Anal sis

Internal Analysis Performance Anal sis

Competitor Analysis

Market Analysis

Competitor Analysis

Market Analysis

Determinants of Strategic

option

Determinants of Strategic

option

Environmental Analysis Environmental Analysis


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ProcessProcess

1. Identify and evaluate opportunities1. Identify and evaluate opportunities

2. Analyze market segments and select target markets2. Analyze market segments and select target markets

3. Plan a market position; develop marketing mix strategy3. Plan a market position; develop marketing mix strategy

4. Prepare a formal marketing plan4. Prepare a formal marketing plan


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ProcessProcess

5. Execute the plan5. Execute the plan

..


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External AnalysisExternal AnalysisStrategic DecisionsStrategic DecisionsWhere to competeWhere to compete

How to competeHow to compete

Bases of CompetitionBases of Competition

External AnalysisExternal Analysis

AnalysisAnalysisInformationInformation--need areasneed areas

Scenario AnalysisScenario Analysis

en ca onen ca onTrends/ future eventsTrends/ future events

Threats/OpportunitiesThreats/Opportunities

Strategic UncertaintiesStrategic Uncertainties


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Segmentation Customer Motivations

Unmet Needs


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Com etitor Anal sisCom etitor Anal sisSize Growth

Objectives andImage and

Positionin

and Profitability

omm men

Competitor

ActionsStrength and

Current and

Past strategiesea nesses

Exit Barriers Cost StructureOrganisation

and Culture


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Market Anal sisMarket Anal sis

e mens ons are

Actual and Potential Market Size

Market Growth

Market Profitability Cost Structure

Distribution Systems

Trends and Developments


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Environment Anal sisEnvironment Anal sis

ec no ogy

Government

Economics

Culture Demographics


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Strength and Weaknesses Past and Current Strate ies

Strategic Problems

Constraints


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The Boston Consultin Grou sThe Boston Consultin Grou sGrowthGrowth--Share MatrixShare Matrix

20%20%--18%18%--Rate

Question marksStars 4--

14%14%--

12%12%--w

th

2510%10%--8%8%--

6%6%--tGr

Cash cow Dogs

4%4%--2%2%--

Mark 6

710x 4x 2x 1.5x 1x10x 4x 2x 1.5x 1x

Relative Market Share.5x .4x .3x .2x .1x.5x .4x .3x .2x .1x


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Market Attractiveness: CompetitiveMarket Attractiveness: Competitive--

os on or o o ass ca onos on or o o ass ca on

ESSESS

5.005.00StrongStrong MediumMedium WeakWeak

1.001.002.332.333.673.675.005.00

T

IVE

T

IVE

3.673.67

Hig

Hig

TTRA

TTRA

edium

edium

RKET

RKET 2.332.33

owow

MAMA

1.001.00

Invest/growInvest/grow Selectivity/earningsSelectivity/earnings Harvest/divestHarvest/divest


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Three Intensive Growth Strategies:Three Intensive Growth Strategies:

Ansoffs Product/Market Expansion GridAnsoffs Product/Market Expansion Grid

products

ew

products

1. Market

enetration

Existing

markets

3. Product

develo ment

4. Diversification2. Marketdevelo ment

Newmarkets

strategic market planning [compatibility mode]

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