|
 



  
Objectives

 Distinguish between strategic planning and tactical planning.

 Difference between traditional process & value creation/delivery process.

 What is generic value chain.

 What is Ansoff product- market expansion grid.

 Identify the steps in the strategic planning process.

 Describe successful planning tools and techniques, including Porter¶s Five

Forces model, SWOT analysis, and the strategic process.

 Explain the contents of a marketing plans .

 Describe the methods for marketing planning, including business portfolio

analysis and the BCG matrix
 |
  

  
 Planning: Process of anticipating future events and conditions & developing the best way
to achieve organizational goals

 Marketing planning: Implementing planning activities devoted to achieving marketing

objectives
_ It has a shorter time period, maybe 1 year

 Performed at the marketing level of what otherwise could be termed the product or
product-line level of the organization.

 Strategic planning: Process of determining an organization¶s primary objectives and

adopting courses action that will achieve those objectives
The plan has a 3-5 year time period

 Corporate strategy takes place at the highest levels of the organization.

 Business strategy attempts to achieve and maintain competitive advantages in
specific product-market domains.( An advantage where other companies cannot
provide the same)

 Tactical planning: Process that guides the implementation of activities specified in the
strategic plan, marketing tactics-features, promos, merch,pricing,sales channels & service)
_ It has a shorter time period, less than one year, than marketing planning
 Involves specifying details that pertain to the organization¶s activities for a certain
period of time.
 Detailed account of the short-term activities of a firm
The Strategic Planning Process

v

  


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|
 

 

  
 Marketing Plan:
it¶s a central instruments for
directing & controlling
marketing efforts.
- strategic &
- tactical.
Ansoff ± Product - market expansion grid
Business Unit ± Strategic planning process
 Corporate or Business-Unit Strategy

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 Ask this question«
³What business are we in?´

 Mission statement is a guideline for the organization¶s decision

making for both the short and long run.

 Focuses on the market's)

rather than the good or service

 Strategic Business Units (SBUs) may also have a mission statement

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| Things the company does well.

Internal
Things the company does not do well.

External

Conditions in the external environment that
favor strengths.

Conditions in the external environment that

 do not relate to existing strengths or favor
areasVof


 

current weakness.
 The Marketing Plan

 Detailed formulation of the actions needed to carry out the marketing

program
 An action document
 The handbook for marketing implementation, evaluation, and
control
 Not the same as a business plan
 Requires a great deal of information from many different sources

 Marketing Plan Structure

 A good marketing plan outline is:
 Comprehensive
 Flexible
 Consistent
 Logical
 Marketing Plan Components

 Executive Summary
 Synopsis of the overall marketing plan
 Introduces major aspects of the marketing plan

 Situation Analysis
 Summarizes information about 3 key environments:
 Internal environment
 Customer environment
 Firm¶s external environment

 SWOT Analysis
 Strengths
 Weaknesses
 Opportunities
 Threats
 Analysis of the SWOT
 Establishing a strategic focus
 Marketing Plan Components

 Marketing Goals and Objectives

 Formal statements of desired and expected outcomes of the
marketing plan
 Goals:
 Broad, simple statements of what is to be done/carried
out
 Objectives:
 More specific and essential to planning

 Marketing Strategy
 Target market and marketing mix
 Marketing Plan Components

 Marketing Implementation

 What specific marketing activities will be undertaken?

 How will these activities be performed?
 When will these activities be performed?
 Who is responsible for the completion of these activities?
 How will the completion of planned activities be monitored?
 How much will these activities cost?

 Evaluation and Control

 Formal marketing control
 Informal marketing control
 Financial assessments
 Significance of the Marketing Plan

 A good marketing plan will:

 Explain both the present and future situations of the

organization

 Specify the outcomes that are expected

 Describe the specific actions that are to take place

 Identify the resources that will be needed

 Permit the monitoring of each action and its results

 Communicating the strategy to top executives is necessary

 Porter¶s Five Forces Model
 Understanding the dynamics of  Suppliers
competitors within an industry is  Buyers
critical.  Entry/Exit Barriers
 First, it can help to assess the  Substitutes
potential opportunities for your
venture, particularly important if  Rivalry
you are entering this industry as a
new player.
 It can also be a critical step to
better differentiate yourself from
others that offer similar products
and services.
 One of the most respected models
to assist with this analysis is
Porter¶s Five Forces Model. This
model, created by Michael E. Porter
and described in the book
 ³Competitive Strategy: _
 

   

 
´,
 Has proven to be a useful tool for
both business and marketing-based
planning
 The Boston Matrix

 The Boston Matrix:

 A means of analysing the product portfolio
and informing decision making about
possible marketing strategies
 Developed by the Boston Consulting
Group ± a business strategy and
marketing consultancy in 1968
 Links growth rate, market share and cash
flow
 The BCG Matrix

 Market Share/ Market Growth Matrix:

Matrix a marketing planning tool that classifies a
firm¶s products according to industry growth rate and market share relative to
competing products
 Stars
 Cash Cows
 Dogs
 Question Marks
Nike - Shoes