Strategic planning,

Marketing Planning and

Marketing Process
Assessing growth
opportunities.......
 Ansoff’sProduct/Market Expansion Grid
Strategies for company growth

Existing Products New Products

Market Penetration Product Development

Existing Increasing sales of current Offering modified or new
Markets products to current market products to current
segments without changing market segments.
the product.

Market Development Diversification

New Markets Identifying and developing Starting up or acquiring
new market segments for businesses outside the
current products. company’s current products
and markets.
Maruti Suzuki India Limited
Tata plan home furniture retail
with Steinhoff International
 Changing a corporate culture is often
the key to successfully implementing a
new strategy
• Nokia....................:Culture of
innovation at all levels
 2
Strategic Business Units
(SBUs)
Characteristics

1. A distinct mission and specific target

market
2. Control over their resources
3. Their own competitors
4. Plans independent of other SBUs
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BCG Market Share/Market Growth Matrix
 6
BCG Portfolio Matrix
Example
MARKET SHARE DOMINANCE
HIGH LOW
MARKET GROWTH RATE

Sub- Integrated
HIGH

Notebooks phone/Palm
and Hand-Held devices
Computer PROBLEM
STAR CHILD
Laptop and Mainframe
Personal Computer
LOW

Computers
CASH
COW DOG
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 6
Strategies for Resource
Allocation
Provide financial resources if SBU (Problem
Build Child) has potential to be a Star.

Preserve market share if SBU is a successful

Hold Cash Cow. Use cash flow for other SBUs.

Increase short-term cash return.

Harvest Appropriate for all SBUs except Stars.

Get rid of SBUs with low shares in

Divest low-growth markets.

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Three Basic Strategies
for any Business
Old classification
(Porter)

O v e ra ll C o s t Focus D iffe re n tia tio n

L e a d e rs h i p
 Three Basic Strategies
for any Business
New classification
(Treacy-Wiersema)
O p e ra tio n a l E x c e l e n c e P ro d u c t L e a d e r s h i p C u s to m e r In tim a c y
 3 Marketing Objectives
Marketing Objectives Must Be:

● Realistic
“Our objective is to
increase market share
● Measurable by 40% and to obtain
customer satisfaction
● Time specific ratings of at least 90%
in 2008.”

● Consistent with
Organization’s
Priorities
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 3
Marketing Plan
Objectives
● Communicate marketing
management philosophies

● Provide direction

● Serve as motivators

● Clarify thinking

● Provide basis for control

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 9
Following Up the
Marketing Plan
● Implementation

● Evaluation

● Control
● Marketing Audit
−Comprehensive
−Systematic
−Independent
−Periodic
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Elements of a Marketing Plan

Executive Summary
Current Marketing Situation
Threats and Opportunities
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
 Elements in typical marketing and
business plans targeted at different
audiences
 Marketing PlanBusiness Mission
1 Process Statement

Objectives

Situation or
SWOT Analysis

Marketing Strategy

Target Market
Strategy

Marketing Mix
Distributi
Product
on
(Place)
Promotion Price

Implementation
Evaluation
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 9 Task for Today……….
● Consider any product you want
to introduce in the market and
prepare a marketing plan for the
same
● www.esnips.com/web/defmm

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 “Know your enemy, know yourself,
and your victory will not be
threatened. Know the terrain, know
the weather, and your victory will be
complete.”