Is the plan simple?

It is a single business or collection of related businesses

Characteristics of SBUs Is the plan specific?
It has its own set of competitors Evaluating a Marketing Plan
It has a leader responsible for strategic planning and Is the plan realistic?
profitability
Is the plan complete?

The Strategic Planning Gap

BCG Matrix

GE/McKinsey

The business unit strategy planning process Customer group

Dimensions define a business
Customer needs

Focus on a limited number of goals

technology
Define the corporate mission
stress major policies and value
Establish strategy business units (SBUs) corporate headquarters' planning activities Good mission statements
Define major competitive spheres
Assign resources to each SBU
take a long-term view
Assess growth opportunities
What is the Value Chain? Short, memorable, meaningful
The value chain is a tool for identifying was to create more
customer value because every firm is a synthesis of primary
and support activities performed to design, produce, market, how dose marketing affect customer value?
deliver, and support its product. Developing Marketing Strategy and plan
how is strategy carried out at different levels of the
organization ?
Choosing the Value Marketing management
what does a marketing plan include?
Providing the Value
Phases of Value Creation and Delivery Marketing management is the art and service of choosing
Communicating the Value target markets and getting, keeping, and growing customers
What is marketing management? through creating, delivering, and communicating superior
customer value.
Target marketing decisions
(re)positioning the company's brand identity
Value proposition
(re)define the business concept Strategic
Maximizing Core Competencies Analysis of marketing opportunities
(re)shaping the business scope Levels of a Marketing Plan
Product features

Promotion

Tactical Merchandising
Can the benefit involved in the opportunity be articulated Market-sensing process
convincingly to a defined target market?
New-offering realization process Pricing

Can the target market be located and reached with cost- Sales channels
effective media and trade channels? Customer acquisition process
Market Opportunity Analysis(MOA)
Customer relationship management process Service
Dose the company process or have access to the critical
capabilities and resource needed to deliver the customer Core Business Processes
benefits? Fulfillment management process

Will the financial rate of return meet or exceed the company's

required threshold for investment?

Swot Analysis
A source of competitive advantage
Unit's objectives must be hierarchical
Goals Formulation MBO Characteristics of Core Competencies
Applications in a wide variety of markets
Objectives should be quantitative Executive summary Difficult to imitate

Table of contents
Goals should be realistic
Situation analysis
Marketing Plan Contents
Marketing strategy
Objectives must be consistent
Financial projections

Implementation controls