logging in or signing up Strategic Marketing Planning aSGuest9648 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 872 Category: Entertainment License: All Rights Reserved Like it (1) Dislike it (0) Added: January 08, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Strategic Marketing Planning : Strategic Marketing Planning What is Strategic Planning? : 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. How to go about it? : How to go about it? Defining the corporate mission Establishing SBUs Allocating resources for SBUs Planning for new business Corporate Mission : 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 5 questions that the firm must ask itself : 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? Marketing Myopia : Marketing Myopia Industry is a customer satisfying process not a goods producing process. It is important therefore how you redefine your business. Good mission statements have three characteristics : 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 SBU : 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 The BCG Matrix : The BCG Matrix Mkt Share Mkt growth SBU strategies : SBU strategies Build Hold Harvest Divest SWOT Analysis : SWOT Analysis Strengths Weaknesses Opportunities Threats The GE Model : The GE Model Business Strength Mkt Attractiveness Strong Medium Weak Strong Medium Weak Ansoff’s Product-Market Grid : 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 : The Planning Process Analysing Market opportunities Developing Marketing strategies Planning Marketing Programs Managing the Marketing Effort Porter’s Generic Strategies : Porter’s Generic Strategies Overall cost leadership Product Differentiator Focus Marketing Control : Marketing Control Annual Plan control Profitability control Strategic Control You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Strategic Marketing Planning aSGuest9648 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 872 Category: Entertainment License: All Rights Reserved Like it (1) Dislike it (0) Added: January 08, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Strategic Marketing Planning : Strategic Marketing Planning What is Strategic Planning? : 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. How to go about it? : How to go about it? Defining the corporate mission Establishing SBUs Allocating resources for SBUs Planning for new business Corporate Mission : 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 5 questions that the firm must ask itself : 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? Marketing Myopia : Marketing Myopia Industry is a customer satisfying process not a goods producing process. It is important therefore how you redefine your business. Good mission statements have three characteristics : 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 SBU : 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 The BCG Matrix : The BCG Matrix Mkt Share Mkt growth SBU strategies : SBU strategies Build Hold Harvest Divest SWOT Analysis : SWOT Analysis Strengths Weaknesses Opportunities Threats The GE Model : The GE Model Business Strength Mkt Attractiveness Strong Medium Weak Strong Medium Weak Ansoff’s Product-Market Grid : 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 : The Planning Process Analysing Market opportunities Developing Marketing strategies Planning Marketing Programs Managing the Marketing Effort Porter’s Generic Strategies : Porter’s Generic Strategies Overall cost leadership Product Differentiator Focus Marketing Control : Marketing Control Annual Plan control Profitability control Strategic Control