Professional Documents
Culture Documents
Management
distribution intermediaries
Copyright Atomic Dog Publishing, 2002
The Strategic Marketing Planning Process
3.
2.
Setting
Establishing
Marketing
SBUs
1. Objectives 4.
Defining Performing
Organizational Situation
Mission Analysis
5.
7. Developing
Monitoring 6. Marketing
Results Implementing Strategy
Tactical
Plans
Feedback
4.
• Internal factors include:
Performing •Strengths
Situation
Analysis •Weaknesses
• External factors include:
•Opportunities
•Threats
The SWOT analysis is a continuous
review of a firm’s market position.
Copyright Atomic Dog Publishing, 2002
Step Five in the
Strategic Planning Process
A marketing strategy outlines the way in
which the marketing mix is used to attract
5. and satisfy the target market.
Developing
Marketing A separate strategy is necessary for each
Strategy
SBU.
Four strategic planning approaches are:
• Product/Market Opportunity Matrix
• Boston Consulting Group Matrix
• General Electric Business Screen
• Porter Generic Strategy Model
Copyright Atomic Dog Publishing, 2002
Ansoff Product/Market Opportunity Matrix (1)
Market
Existing New
Market Market
Existing Penetration Development
Strategy Strategy
Product
Product
Development Diversification
New Strategy Strategy
Industry
Growth
High
??
Rate
Low
Intensify
Marketing
Intensify
Marketing
?
H Efforts to Efforts
Increase or Leave
Share Market
Industry
Growth
Rate Use Profits to Reduce Efforts
Aid Growing SBUs, or Divest
Maintain Position
L
Cost
Leadership Differentiation
Broad Target
Strategy Strategy
Competitive
Scope
Cost Differentiation
Narrow Target Focus Focus
Strategy Strategy