module – 2 developing marketing strategies and plansbms.lk/download/gdm_tutorials/batch-32/mm/week...

Module – 2

Developing MarketingStrategies and Plans

ResourcePerson

MATHISHA HEWAVITHARANA

MBA (Col),BBA Sp.Mktng (Col), PPG DIP.In Mktng (UK), MCIM (UK), Chartered

Marketer (UK), Practicing Marketer (SL),ACMA, CGMA CIMA (UK), DBF (IBSL),

AIB (IBSL), MSLIM(SL),

Head of Marketing - Siyapatha FinancePLC

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.

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Chapter Contents

Strategic Planning

Strategic Positioning

Marketing Plan


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Success Stories in Business


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What Is the Common ForceBehind?

“ Anybody Can See

Tactics,

But Nobody Can See

the Strategy !!”

- San Tzu

V 01 / 02


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What Is Strategy?

“Collection of Activities

Carried out

to Achieve

a Pre-determined

Status”


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MARKETINGOBJECTIVESMARKETINGOBJECTIVES

MARKETINGPLAN

MARKETINGPLAN

MARKETINGSTRATEGY


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Need for a Strategic Approach toMarketing?

To Make Sound Decisions

To Ensure Business Sustainability

To Create Goal Congruence

To Mitigate Risk

To Facilitate Internal / External Communication

To Gain a Competitive Edge

To Deliver More Stakeholder Value


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Corporate Vision . . . .Vision is

the Ultimate Dream of the Business .It Answers the Question

“What The Company Wants to Become ?”Vision is long-term Oriented, Qualitative

And Seems to be Unrealistic.Vision is Developed by the Corporate management

& it gives the Brodest Picture of thefuture direction (Desired End Status).


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Corporate Vision . . . .“To be earth’s most customer centric company ; to build a place where people cancome to find and discover anything they might want to buy online.”- Amazon.com

“ Create a Better Every Day life”- IKEA

“Ensure that BMW group is the leading provider of premium products and premiumservices relating to individual mobility”- BMW

“To become the most customer preferred commercial bank in Sri Lanka”- Pan Asia Bank


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Corporate Mission . . . .

What is our Business ? Who is our Customer ?

What will Create value to the Customer ? What Should our Business be ?

- Peter Drucker


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Corporate Mission . . . .Mission is

the Reason for the Existence of the Business .It Answers the Question

“What Business are You in ?”Mission is long-term Oriented, Qualitative

And Seems to be Unrealistic.Mission is Developed by the Top management

& it Talks about Products / Services,Customers, Markets, Employees, values etc….


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Corporate Mission . . . .Sony is committed to developing a wide range of innovative products andmultimedia services that challenge the way consumers access and enjoy digitalentertainment. By ensuring synergy between businesses within the organization,Sony is constantly striving to create exciting new worlds of entertainment that canbe experienced on a variety of different products.- Sony Corporation

"Toyota will lead the way to the future of mobility, enriching lives around the worldwith the safest and most responsible ways of moving people.

Through our commitment to quality, constant innovation and respect for the planet,we aim to exceed expectations and be rewarded with a smile.

We will meet our challenging goals by engaging the talent and passion of people,who believe there is always a better way."- Toyota Corporation


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Characteristics of a GoodMission Statement

Limited number of Goals

Highlighting Major Policies & Values

Defining Core Competitive Advantages

Long-term View

Short, Memorable & Meaningful

Refer : Page 36 ( Marketing Management 14th edition)


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Corporate Goals . . . .Goals are

the Specific targets set by an organizationWith long-term perspectives.

Goals are QuantitativeAnd Seems to be realistic.

Goals are Developed by thetactical management .

(profitability / market Share / Product Lines / Channel Network etc..


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Corporate Objectives . . . .

Objectives arethe Specific targets set by an organization

With Short-term perspectives.Objectives are “SMART”

And are Developed by thetactical / operational management .

(Specific / Measureable / Acheivable / Realistic / Time Bounded)


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The Strategic Planning, Implementation,and Control Processes




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What are Strategic BusinessUnits? (SBU’s)

It is a single business or collection of relatedbusinesses

It has its own set of competitors

It has a leader responsible for strategicplanning and profitability


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What are Strategic BusinessUnits? (SBU’s)

“ The strategic business unit (SBU) is aseparate, specialized subsystem in the company,which acts as an independent company. For thefirst time SBU concept has been applied by theU.S. company General Electric. SBUs are smallbusinesses with a high functional and decision-making autonomy.”


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SWOT Analysis

Class Room Exercise


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Strengths (S)

.. .. .. ..


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Weaknesses (W)

.. .. .. ..


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Opportunities (O)

.. .. .. ..


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Threats (T)

.. .. .. ..


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SWOT Analysis

Evaluation of the Class Room Exercise

P /01


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TOWS Matrix(Strategic Recommendations)


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Ansoff Matrix


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Market Penetration

.. .. .. ..

The company seeks to achieve growth with existing products intheir current market segments, aiming to increase its marketshare.

V 03 / 04


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Product Development

.. .. .. ..

The company develops new products targeted to its existingmarket segments.

V 05 / 06


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Market Development

.. .. .. ..

The company seeks growth by targeting its existing productsto new market segments.

V 07


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Diversification

.. .. .. ..

The company grows by diversifying into new businesses bydeveloping new products for new markets.

V 08 / 09


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Marketing Plan

• Concept

• Context


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What Is a Marketing Plan

A Marketing Plan is a Written

Document that Summarizes what

the Marketer has Learned about

the Market Place and Indicates

how the Firm Plans to Reach it’s

Marketing Objectives.



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Key Sections of a Marketing Plan1.0 Executive Summary

1.1 Introduction to the Company

1.2 Brief Overview of the Marketing Plan

2.0 Situation Analysis

2.1 PESTLE Analysis

2.2 Five Forces Analysis

2.3 Competitor Analysis

2.4 Market Need Analysis

2.5 Market Trend & Market Size Analysis

2.6 CSF Analysis

2.6 SWOT Analysis & TOWS Matrix

Refer : Page 54 – 57 ( Marketing Management 14th edition)


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Key Sections of a Marketing Plan3.0 Corporate Direction

3.1 Corporate Vision

3.2 Corporate Mission

3.3 Corporate Golas & Objectives

4.0 Marketing Strategy

4.1 STP Strategy

4.2 Ansoff Matrix

4.3 Marketing Mix

5.0 Implementation & Controling

5.1 Gannt Chart & Action Plan

5.2 Monitoring & ControlingRefer : Page 54 – 57 ( Marketing Management 14th edition)

Thank You !

0773 – 29 20 [email protected]

module – 2 developing marketing strategies and plansbms.lk/download/gdm_tutorials/batch-32/mm/week...

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