Strategic Marketing Planning

VOCABULARY OF STRATEGIC MANAGEMENT VISION : Desired future state; the aspiration of the Organization ,[object Object],[object Object],[object Object]

VOCABULARY OF STRATEGIC MANAGEMENT ,[object Object],[object Object],[object Object],[object Object]

Good Mission Statements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VOCABULARY OF STRATEGIC MANAGEMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VOCABULARY OF STRATEGIC MANAGEMENT ,[object Object],[object Object]

GOAL OBJECTIVE STRATEGY To be No. 1 in the market Increase market share by 15% in three years ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VOCABULARY OF STRATEGIC MANAGEMENT CORE : Resources, Processes, Skills COMPETENCE and Experience, which provide superior Competitive Advantage STRATEGY : Long Term Direction STRATEGIC : Combination of Resources, ARCHITECTURE Processes and Competencies to put strategy in action

VOCABULARY OF STRATEGIC MANAGEMENT CONTROL : Monitoring of Action Steps to : (a) Assess effectiveness of Strategies & Action (b) Modify Strategies & Action as necessary

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 1. VISION ,[object Object],[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 2. MISSION ,[object Object],[object Object]

Corporate Mission ,[object Object],[object Object]

How to go about it? ,[object Object],[object Object],[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 3. VALUES ,[object Object],[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 4. MARKETS ,[object Object],[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 5. CORE COMPETENCIES ,[object Object],[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 6. PRODUCTS & SERVICES ,[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 7. BUSINESS ENVIRONMENT ,[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 8. STAKEHOLDERS ,[object Object],[object Object]

NINE COMPLEX AND INTERRELATED ELEMENTS OF STRATEGY 9. CRITICAL RESOURCES ,[object Object],[object Object]

ECONOMIC PERFORMANCE IS THE FUNDAMENTAL REASON FOR ANY ORGANISATION TO EXIST CONSTITUENTS OF ECONOMIC PERFORMANCE ARE : ,[object Object],[object Object],[object Object]

CORPORATE OBJECTIVE : ECONOMIC PERFORMANCE ,[object Object],[object Object],[object Object],[object Object]

Market Orientation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Planned & Adjusted Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Planned & Adjusted Strategies cntd.. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is Strategic Planning? ,[object Object]

5 questions that the firm must ask itself ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Myopia ,[object Object],[object Object]

SBU ,[object Object],[object Object],[object Object],[object Object]

The BCG Matrix Mkt Share Mkt growth ??? Stars Dogs Cash Cows

SBU strategies ,[object Object],[object Object],[object Object],[object Object]

SWOT Analysis ,[object Object],[object Object],[object Object],[object Object]

The GE Model Business Strength Mkt Attractiveness Strong Medium Weak Strong Medium Weak

Ansoff’s Product-Market Grid Current products New products Current Mkts New Mkts Mkt penetration strategy Mkt development strategy Product development strategy Diversification strategy

The Planning Process ,[object Object],[object Object],[object Object],[object Object]

Porter’s Generic Strategies ,[object Object],[object Object],[object Object]

Marketing Control ,[object Object],[object Object],[object Object]

Marketing Planning Tactics Strategy strategy Efficient Inefficient Ineffective Perish (immediately) Perish (gradually) Effective Flourish Endure

Benefits of Marketing Planning ,[object Object],[object Object],[object Object]

Hurdles in the marketing planning process ,[object Object],[object Object],[object Object],[object Object]

Hurdles in the marketing planning process cntd.. ,[object Object],[object Object],[object Object],[object Object]

Documentation of Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Documentation of Marketing Plan cntd. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Steps for creating a marketing plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Steps for creating a marketing plan cntd…. ,[object Object],[object Object]

Strategic Marketing Planning

Strategic Marketing Planning

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