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STRATEGIC PLANNING AND

THE MARKETING PROCESS


A CONCEPT STUDY
STRATEGIC PLANNING
The process of developing and maintaining a strategic fit
between the organizations goals and capabilities and its
changing marketing opportunities.
DEFINE A CLEAR COMPANY MISSION

SET SUPPORTIVE OBJECTIVES

DESIGN BUSINESS PORTFOLIO

COORDINATING FUNCTIONAL
STRATEGIES
DEFINING THE COMPANYS
BUSINESS & MISSION
An organization exists to accomplish something.

In the beginning that purpose and mission is clear.

As the company grows the purpose becomes unclear.

When that happens, the business must renew its


purpose.
QUESTIONS TO ASK

What is our business about?

Who are your customers and consumers?

What do consumers value?

Most companies develop formal mission statements


that answer these questions.
MISSION STATEMENTS
a statement of the organizations purpose what
it wants to accomplish in the larger environment.

Must be market oriented.

Products and technology eventually become


outdated but basic market needs may last forever.
5 CHARACTERISTICS OF A GOOD
MISSION STATEMENT
They focus on limited number of goals.

They stress on the companys values and policies.

They define the major competitive spheres within the


environment where the company operates.

They take a long term view.

They must be short, memorable, and meaningful as


possible.
c t- Ma
d u rke
Pro t ed Ori ting
ien en -
Or ted
refer to refer to the
literally benefits an
value of the
what the
products and
compan services
y is offered to the
selling. market.
Product- Marketing-
Oriented Oriented

We sell We make the internet


buying experience fast,
different
easy and enjoyable find
products and discover anything
online. you want to buy online.
Product- We run theme parks
Oriented

Marketing-
Oriented

We create fantasies.
Product- Marketing-
Oriented Oriented

We make We improve office


copying productivity.
equipme
nt.
SETTING OBJECTIVES AND GOALS

They must be arranged from most to


least important
Should quantifiable if possible
Realistic
Consistent
SM Specific
AR Measurable
TE
RS Attainable

Realistic

Time bound

Enthusiastic

Rewarding

Sustainable
The purpose of strategic planning is to find
ways in which the company can best use its
strengths to take advantage of attractive
opportunities in the environment
GROWTH SHARE MATRIX
A portfolio-planning method that evaluates a companys
strategic business units (departments) in terms of their
market growth rate and relative market share.
PRODUCT/MARKET EXPANSION GRID
A portfolio planning tool for identifying company growth
opportunities through market penetration, market
development, product development or diversification.
PRODUCT/MARKET
EXPANSION GRID
Market Penetration a strategy for company
growth by increasing sales of current products to
current market segments without changing the
product.
Market Development a strategy for company
growth by identifying and developing new market
segments for current company products.
Product Development a strategy for company
growth by offering modified or new products to current
segment markets
Diversification a strategy for company growth
through starting up or acquiring business outside the
companys current products or markets.
OTHER BUSINESS
FUNCTIONS
Value Chain the series of departments
which carry out value-creating activities to
design, produce, market, deliver, and
support a firms products.
THE MARKETING PROCESS
ANALYZING MARKETING
OPPORTUNITIES

SELECTING TARGET MARKETS

DEVELOPING THE MARKETING MIX

MANAGING THE MARKETING EFFORT


MARKET SEGMENTATION

Dividing a market into distinct groups with distinct needs,


characteristics, or behavior who might require separate
products or marketing mixes.
MARKET SEGMENTATION

a group of consumers who respond in


a similar way to a given set of
marketing efforts
MARKET TARGETING
The process of evaluation each
market segments attractiveness
and selecting one or more segments
to enter
MARKET POSITIONING

Arranging for a product to occupy a clear,


distinctive and desirable place relative to
competing products in the minds of the
target consumers.
MARKETING MIX
The set of controllable tactical marketing tools product,
price, place and promotion that the firm blends to
produce the response it wants in the target. This is
anything the firm can do to influence the demand of its
product.
Variables of the Marketing Mix

PRODUCT

PROMOTION
PRICE

PLACE
PRODUCT
What the company sells.
PROMOTION

Activities that tell or inform potential buyers


about the product.
PLACE

Channel of distribution
PRICE
The value customers pay for.
4 Cs
7 Ps
MANAGING THE MARKETING
EFFORT
Marketing Analysis we begin here to analyze
the companys situation.
Marketing Planning deciding what marketing
strategies that will help the company achieve its
overall objectives.
Marketing Implementation the process that
turns marketing strategies and plans into actions.
Marketing Control the process of measuring
and evaluating the results of the marketing
strategies and plan and take corrective action to
ensure that the objectives are achieved