Assignment of business to business to marketing

Submitted by: Sachin Saxena 09BS0001988

business. most are at the functional level within the business units of an organization. with specific trategic decisions for individual products and the day-to-day activities needed to execute these strategies successfully. by contrast. and marketing strategic plans. they are responsible for helping organizations execute a marketing philosophy throughout the strategic planning process. including optimizing short-term unit margins. marketers help gather and analyze information required to examine the current situation. revenue growth. or other goals. This information and analysis provides input for corporate. Second. marketers help orient everyone in the organization toward markets and customers. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal. Marketing management is concerned. The trend toward pushing strategic planning responsibility further down the organization is increasing marketing’s clout in an organization’s strategic planning process Marketing management relates to specific product marketing strategies. First. If the company has obtained an adequate understanding of the customer base and its own competitive position in the industry. and place (distribution). marketers are involved in the development of corporate. To begin. and marketing strategic plans. For organizations driven by a marketing philosophy. promotion. market share. The selected strategy may aim for any of a variety of specific objectives. marketing managers are able to make their own key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm.Explain the role of Marketing in Strategic Planning? Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. marketing necessarily plays a key role in strategic decision making. . Strategic marketing focuses on broad strategic decisions at the corporate and business levels. Third. Marketing’s influence varies across organizations. long-term profitability. Thus. At the operating level. many well-known companies work closely with edicated partners on the supply side (often using single supply partners) and the distributor side of their business. Marketing plays an important role in the strategic planning process for many organizations. and assess the potential impact of these trends. It differs from strategic marketing in its basic orientation. identify trends in the marketing environment. These changes are due to a number of important environmental phenomena that are affecting the way many firms do business. The strategic role of marketing and marketing management is now in a period of considerable change and evolution. marketing managers must focus on the four Ps of the marketing mix: price. Strategic marketing activities can be classified into three basic functions. Although some marketing positions are represented at the corporate level. business. product. expecting their distributors to play proactive roles in the development of services and marketing strategy.

Therefore. one study of managers across functions (i. and new-product performance beyond the performance attributable to the firm’s general market orientation. Other influences on marketing include the connected-knowledge economy. That is. and the bypassing of most intermediaries. and finance) within their firms revealed that marketing as a separate function still contributes to a firm’s financial performance. on the supply side.How to prepare them: How to use them.. Marketing Plans . markets will continue to become homogenized across country boundaries. marketing. The role of marketing within the firm is in transition as well. Some observers foresee a future in which the Web will enable automated purchasing. operations. globalized and consolidated industries. and the marketing firm. and mass markets will erode in the face of mass customization. fragmented markets. new kinds of competitors will emerge. anonymous transactions. accounting. distributors. describes The Ten Steps of the Strategic Marketing Planning .e. as well as learning about company offerings. With these changes. comprising strategic alliances among suppliers. companies such as this are actually embedded in business networks. a crossfunctional dispersion of marketing activities will occur as the firm becomes marketoriented throughout. customer-relationship performance. and demanding customers and consumers. the modern-day Nike does very little manufacturing of its own and focuses largely on marketing. In a test of this premise. an understanding of the strategic planning process is even more important in today’s ever-changing marketplace. For example.For example. human relations. some scholarly observers have argued that the marketing function will be reduced as the values embodied in the firm’s market orientation permeate the firm. In this vein. Business customers and individual consumers expect diversity and have multiple means of obtaining products.

Process as follows: The Ten Steps of the Strategic Marketing Planning Process CONTENTS OF THE STRATEGIC MARKETING PLAN: 1. Aggregated Financial Summary . Summary of Performance The current and historical information can be easy represented in graphical form. Mission Statement This clearly sets out the reason for the existence of the Strategic Business Unit (SBU) and should Briefly state: • Role or contribution of the unit • Definition of the business • Distinctive competence • Indications for future direction 2.

Financial Summary of Strategic Plan Its purpose is to summarize the financial implications over the planning period. . The Gap Analysis charts illustrate the trend situation and build up the results of the marketing Objectives and strategies. For example: ‘This three-year business plan shows an increase in revenue From £85m to £302m and an increase in contribution from £37mto £163m.3.’ 4. Market Overview The Market Overview considers the following: • Market structure • Market trends • Key Market Segments • Gap Analysis • Competitive Forces (Porter).

This chart illustrates how the shortfall will be closed or not. . In the example Below there is still a gap between the overall objective and what can be realistically achieved. as the case may be.

place and promotion define the marketing strategies. quality. 6. This section takes into account how the following changes will affect business in the planning period: • Technology • International trade • General Economy • Socio-political factors • Demographics • Market Factors • Competition. 7.5. positioning • Consolidate product lines • Acquire and develop new products • Withdraw product lines Place • Change channels • Change delivery or distribution • Change service levels • Consolidate distribution . Overall Assumptions The assumptions need to be: • Explicit • Few in number • Agreed by key managers • Related to issues in the SWOT Analysis 8. Strategies Product. Portfolio Summary This section evaluates the findings from the Boston Matrix and the Directional Policy Matrix calculated from the SWOT Analysis. performance. price. Typically they include Actionable propositions such as: Product • Change product design. features. SWOT Analysis The SWOT Analysis makes use of the Critical Success Factor (CSF) technique.

A new P has been added making it a total of 5P's. Implementation planning .Politics which affects marketing in a significant way.

Measuring the return on investment (ROI) of and marketing effectiveness various marketing initiatives is a significant problem for marketing management. In some cases. attempts to identify the percentage of a company's market value that is generated by the company's brands. and achieves the firm's marketing and financial objectives. sales force and reseller incentive programs.implementation planning across the "4Ps" of marketing:. builds customer loyalty and brand equity among target customers. Marketing management therefore often makes use of various organizational control systems. marketing managers’ focus on how to best implement the chosen strategy . accounting and financial tools are used to help estimate the ROI of marketing investments.[9] . for example. and inventory management systems. Brand valuation. and the desired positioning for the company. the company's implementation choices across the 4(5)Ps are often described as the marketing mix. product or brand has been determined. such as enterprise resource planning (ERP). the target market selected. It is the responsibility of marketing managers – in the marketing department or elsewhere – to ensure that the execution of marketing programs achieves the desired objectives and does so in a costefficient manner. is a CRM database-driven approach that attempts to estimate the value of marketing mix executions based on the changes in customer behavior these executions generate. these efforts may be linked to various supply chain management systems. Recently. integrated marketing communications (IMC). Another technique. feedback and control systems Marketing management employs a variety of metrics to measure progress against objectives. such as sales forecasts.After the firm's strategic objectives have been identified. measurement. and thereby estimate the financial value of specific investments in brand equity. The overall goal for the marketing mix is to consistently deliver a compelling value proposition that reinforces the firm's chosen positioning. sales force management systems. some software vendors have begun using the term "marketing operations management" or "marketing resource management" to describe systems that facilitate an integrated approach for controlling marketing resources. Evaluation: Reporting. Various market research. and customer relationship management tools (CRM). Taken together. efficient consumer response (ECR). material requirements planning (MRP). meaning the mix of elements the business will employ to "go to market" and execute the marketing strategy.

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