strategic marketing planning ppt @ bec doms
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Strategic marketing planning ppt @ bec domsTRANSCRIPT
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Strategic Marketing Planning
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What is Strategic Planning? It is the managerial process that helps to
develop a strategic and viable fit between the firm’s objectives, skills, resources with the market opportunities available. It helps the firm deliver its targeted profits and growth through its businesses and products.
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How to go about it? Defining the corporate mission Establishing SBUs Allocating resources for SBUs Planning for new business
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Corporate Mission This seeks to embody the entire goals of the
organization and the objective of its existence. It seeks to provide a sense of purpose,
direction and opportunity
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5 questions that the firm must ask itself
What is our business? Who is our customer? What does our customer need? What will our business be? What should our business be?
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Marketing Myopia Industry is a customer satisfying process not a
goods producing process. It is important therefore how you redefine
your business.
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Good mission statements have three characteristics
They focus on a limited number of goals It stresses the major values and policies the
firm desires It defines the major competitive scope of
operation
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SBU It is a company within a company The business is differentiated from the rest of
the company It has its own set of competitors It is a separate profit centre
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The BCG Matrix
???
Stars
Dogs Cash Cows
Mkt Share
Mkt
gro
wth
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SBU strategies Build Hold Harvest Divest
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SWOT Analysis Strengths Weaknesses Opportunities Threats
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The GE Model
Business Strength
Mkt
Att
rac t
ive n
ess
Strong
Medium
Weak
StrongMediumWeak
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Ansoff’s Product-Market Grid
Current products New products
Current Mkts
New Mkts
Mkt penetrationstrategy
Mkt developmentstrategy
Product developmentstrategy
Diversificationstrategy
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The Planning Process Analysing Market opportunities Developing Marketing strategies Planning Marketing Programs Managing the Marketing Effort
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Porter’s Generic Strategies Overall cost leadership Product Differentiator Focus
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Marketing Control Annual Plan control Profitability control Strategic Control