ch. 2 planning
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Chapter 2 Strategic Planning and the
Marketing Process
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Objectives
1. Distinguish between strategic planning and tactical planning.
2. Explain how marketing plans differ at various levels in an organization.
3. Identify the steps in the marketing planning process.
4. Describe the concept of a SWOT analysis and its major elements.
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Objectives
5. Discuss how a strategy can be implemented through marketing plans.
6. Identify the basic elements of a marketing strategy.
7. Describe the environmental characteristics that influence strategy decisions.
8. Explain how the strategic business unit concept, the market share/market growth matrix, the market attractiveness/business strength matrix, and spreadsheet analysis can be used in marketing planning.
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Planning
The process of anticipating future events and conditions and determining the best way to achieve organizational objectives.
A continuous process that includes identifying objectives and includes checkpoints.
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Plans Formulated Within the Marketing Organization Product lines. Pricing decision. Selection of appropriate
distribution channels. Promotional campaigns.
Planning helps us hit what we aim for.
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A portfolio of products has helped Kraft obtain the position of market leader.
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Strategic Planning
• The process of determining an organization’s primary objectives.
• Adopting courses of action that include allocation of necessary resources.
• Typically longer term.
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There are several businesses that offer help in strategic planning. The Patricia Seybold Group represents one such firm.
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Tactical Planning
• Guides the implementation of activities specified in the strategic plan .
• Typically address shorter-term actions.
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Planning at Different Management Levels
Daily and weekly plans; unit budgets; departmental rules and procedures
Operational planningDistrict sales manager
Supervisors in staff
Marketing departments
Supervisory Management
Quarterly and semi-annual plans; divisional budgets; divisional policies and procedures
Tactical planningGeneral sales manager
Marketing research manager
Advertising director
Middle Management
Organization-wide objectives; fundamental strategies; long-term plans; total budget
Strategic planningBoard of directors
Chief executive officer (CEO)
Chief operating officer (COO)
Divisional vice presidents
Top Management
Examples
Types of Planning Emphasizedat This LevelManagement Level
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Mission
• The essential purpose that differentiates the company from others.
• Specifies the organization’s overall goals and operational scope.
• Provides general guidelines for future management actions.
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SWOT Analysis
• An important strategic planning tool.• Helps planners to compare internal
organizational strengths and weaknesses.• Acronym for
– Strengths – Weaknesses– Opportunities– Threats
• Provides managers with a critical view of the organization’s internal and external environments.
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Elements of a Marketing Strategy
Basic elements of a marketing strategy consist of:
1.The target market
2.The marketing mix variables of: product distribution promotion price
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Marketing MixProduct Strategy• Deciding what goods or services the firm should offer to a
group of consumers.• Includes making decisions about
– Customer service– Package design– Brand names– Trademarks– Patents– Warranties– Life cycle of a product– Positioning the product in the marketplace– New product development
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Marketing Mix
Distribution (Place) Strategy• Ensures that consumers find their products in the
proper quantities at the right times and places.• Involves:
– modes of transportation– warehousing– inventory control– order processing– selection of marketing channels
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Marketing Mix
Promotion Strategy• The Communication link between sellers and
buyers– Communicate messages directly through
salespeople or indirectly through advertisements and promotions.
– Companies use an approach called integrated marketing communications (IMC) so the consumer receives a unified and consistent message.
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Marketing Mix
Pricing Strategy– Methods of setting profitable and justifiable
prices.– Closely regulated and subject to considerable
public scrutiny.– A major influence is competition.
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Planning Tools for Marketing
Four specific tools:
1. Strategic business unit
2. Market share/market growth matrix
3. Market attractiveness/business strength matrix
4. Spreadsheet analysis
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Strategic Business Units (SBUs)
SBUs are key business units within diversified firms.
• Each SBU– has its own managers, resources,
objectives, and competitors.– pursues its own distinct mission.– develops its own plans independently.– focuses the attention of company
managers so that they can respond effectively to changing consumer demand.
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Market Share / Market Growth Matrix
A four-quadrant chart that plots market share—the percentage of a market that a firm controls—against market growth potential.
Stars
Generate considerable income
Strategy: Invest more funds for future growth
Question Marks
Have potential to become stars or cash cows
Strategy: Either invest more funds for growth or consider disinvesting
Cash Cows
Generate strong cash flow
Strategy: Milk profits to finance growth of stars and question marks
Dogs
Generate little profits
Strategy: Consider withdrawing
Relative Market ShareHigh Low
Hig
hL
ow
Ind
ust
ry G
row
th R
ate
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The Boston Consulting GroupDevelopers of the Market Share / Market Growth Matrix
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Market Attractiveness/Business Strength Matrix
• Rates SBUs according to the attractiveness of their markets and their organizational strengths.
• Marketing attractiveness criteria include:– Market share– Growth– Size– Stability– Potential profitability– Extent of government regulations– Potential environmental and social impact– Competitive conditions
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Summary
• Discussion has centered around:– Strategic and tactical planning– Planning at different organizational levels– The planning process– SWOT– Planning tools available