Presentation Transcript
BUSINESS PLANNING MARKETING STRATEGY :BUSINESS PLANNING MARKETING STRATEGY THE ELEMENTS OF A COMPLETE MARKETING STRATEGY SUBMITTED BY :
TAKSHI LILARAMANI
BUSINESS PLANNING :OBJECTIVES
CUSTOMER TARGET (S)
COMPETITOR TARGET(S)
CORE STRATEGY
IMPLEMENTATION: MARKETING MIX
PRICE, COMMUNICATION, PRODUCT POLICY
DISTRIBUTION CHANNELS
CUSTOMER RELATIONSHIP MANAGEMENT BUSINESS PLANNING
BUSINESS FIRM GROWTH CYCLE :EMBROYNIC STAGE -- SOCIO-ECONOMIC CONSIDERATIONS, INFRASTRUCTURE, MARKETING.
PRE-MATURE – PRODUCTION, ECONOMIC & TECHNOLOGICAL.
MATURE – CONSUMER AWARENESS , COMPETITION, PRODUCT SHIFTS, MARKET SURVEYS
AGING – NEW PRODUCTS, TECHNOLOGY BUSINESS FIRM GROWTH CYCLE
MARKETING STRATEGY :A PROCESS THAT CAN ALLOW AN ORGANIZATION TO CONCENTERATE ITS LIMITED RESOURCES ON THE GREATEST OPPORTUNITIES TO INCREASE SALE AN ACHIEVE A SUSTANIABLE COMPETITAVE ADVANTAGE.
THE MAIN GOAL IS CUSTOMER SATISFACTION. MARKETING STRATEGY
TYPES OF MARKETING STRATEGY :MARKET DOMINANCE
LEADER
CHALLANGER
FOLLOWER
THE FIRM IS BASED ON THE MARKET SHARE/DOMINANCE OF AN INDUSTRY. TYPES OF MARKETING STRATEGY
PORTER GENERIC STRARTEGIES :PRODUCT DIFFERNTIATION
MARKET SEGMENTATION
COST LEADERSHIP
IT IS BASED ON -:
STRATEGIC SCOPE – MARKET PENETRATION.
STRATEGIC STRENGTH- SUSTAINABLE COMPETATIVE ADVNTAGE. PORTER GENERIC STRARTEGIES
GROWTH STRATEGIES :HORIZONTAL INTEGRATION(Along chain value)
VERTICAL INTEGRATION(Related Business)
DIVERSIFICATION (Conglomerates)
INTENSIFICATION
THE MAIN BASIS IS “ HOW SHOULD THE FIRM GROW ? ” GROWTH STRATEGIES
THE TRADITIONAL 4P :PRODUCT
PRICE
PLACE
PROMOTION
A PART OF THE MARKETING MIX .
PACKAGING TOO THE TRADITIONAL 4P
GENERAL MARKETING STRATEGY :NICHE MARKETING – DEPENDS ON TOTAL CUSTOMERS AND SALES VOLUME
STATUS QUO – MAINTAIN THE MARKETER’S CURENT POSITION
MARKETING WARFARE STRATEGIES – DRAWS A PARELLEL BETWEEN MARKETING AND MILLITARY STRATEGIES GENERAL MARKETING STRATEGY
Slide 10:PROFIT MAKING AND GROWTH IS THE ONLY BASE OF MARKETING OR BUSINESS ITSELF SO IT WOULDN’T BE WRONG TO POINT OUT THAT MARKETING STRATEGIES ARE THE KEY FACTORS FOR GROWTH, STABILITY, COMPETITION AND OVER ALL CUSTOMER SATISFACTION.
Slide 11:THANK YOU