Strategic Marketing Planning Process

Internal Analysis
Market / Customer Analysis
Where are we now? Competitor Analysis
Macroenvironment Analysis

Where do we want to be Quantitative & Qualitative Goals & Targets

Strategic Options
How might we get there Portfolio Analysis
Positioning-Branding Analysis
Product Strategy
Price Strategy
Placement Strategy
Which way is best Promotion Strategy
Service Strategy
Customer Relationship Management Strategy
Strategic Execution
How do we ensure arrival Identification of Key Success Factors
Roadmapping
Strategic Marketing Planning Process
Stage Components Tools
Where are we Internal Analysis: Identify sources of • Porter’s Value Chain
now? competitive advantage • Resource-based View
• VRIO Analysis
Market / Customer Analysis: Market / • 5 Core Marketing Concepts
Customer Profiles • 4 Bases of Segmentation
Competitor Analysis: Points of Parity & Porter’s 5 Forces
Differentiation
Macroenvironment Analysis: Current & PESTEL Factor Analysis
Emerging Trends
Prioritisation & Impact Analysis of Issues, SWOT Analysis
Challenges & Trends
Strategic Marketing Planning Process

Stage Components
Where do we want to be Quantitative & Qualitative Goals & Targets
SMART Objectives
• Specific
• Measurable
• Actionable / Achieveable
• Realistic
• Time-Bound
Strategic Marketing Planning Process
Stage Components
How might we get Strategic Options
there
Portfolio Analysis
Positioning-Branding Analysis
Strategic Evaluation
Tools
TOWS or SWOT-based
Recommendations
• Ansoff Matrix
• BCG Growth-Share Matrix
• GE-McKinsey Matrix
Perceptual Mapping
Analysis of Corporate Pay-Off &
Trade-Off
Strategic Marketing Planning Process
Stage Components Tools
Which way Product Strategy • Kotler’s 3 Product Levels
• New Product Development
is best Price Strategy • Price setting strategy
• Pricing strategy
• Pricing-bundling strategy
Placement Strategy • Value & Supply Chain Strategy
• Distribution Strategy
• Channel Strategy
Promotion Strategy • Push, Pull & Profile
• Messaging Strategy
• Promotions Mix
• Digital Marketing Mix
Service Strategy People, Process & Physical Evidence
Customer Relationship Management Strategy • Customer retention & loyalty development
• Data-mining strategy
Strategic Marketing Planning Process
Stage Components Tools
How do we Strategic Execution • McKinsey 7S Framework
ensure arrival • Balanced Scorecard

Identification of Key Success • Key Result Areas

Factors • Key Performance Indicators

Roadmapping GANTT Chart

 Stage Components Tools
Strategic Marketing Where are we now? Internal Analysis: Identify sources of competitive advantage • Porter’s Value Chain
• Resource-based Value
Planning Process • VRIO Analysis
Market / Customer Analysis: Market / Customer Profiles • 5 Core Marketing Concepts
• 4 Bases of Segmentation
Competitor Analysis: Points of Parity & Differentiation Porter’s 5 Forces
Macroenvironment Analysis: Current & Emerging Trends PESTEL Factor Analysis
Prioritisation & Impact Analysis of Issues, Challenges & Trends SWOT Analysis
Where do we want to be Quantitative & Qualitative Goals & Targets
How might we get there Strategic Options TOWS or SWOT-based Recommendations
Portfolio Analysis • Ansoff Matrix
• BCG Growth-Share Matrix
• GE-McKinsey Matrix
Positioning-Branding Analysis Perceptual Mapping
Strategic Evaluation Analysis of Corporate Pay-Off & Trade-Off
Which way is best Product Strategy • Kotler’s 3 Product Levels
• New Product Development
Price Strategy • Price setting strategy
• Pricing strategy
• Pricing-bundling strategy
Placement Strategy • Value & Supply Chain Strategy
• Distribution Strategy
• Channel Strategy
Promotion Strategy • Push, Pull & Profile
• Messaging Strategy
• Promotions Mix
• Digital Marketing Mix
Service Strategy People, Process & Physical Evidence
Customer Relationship Management Strategy • Customer retention & loyalty development
• Data-mining strategy
How do we ensure arrival Strategic Execution • McKinsey 7S Framework
• Balanced Scorecard
Identification of Key Success Factors • Key Result Areas & Key Performance Indicators
Roadmapping GANTT Chart