PRINCIPLES OF

CHAPTER 3
Market Opportunity
Analysis and Consumer
Analysis
 STRATEGIC PLANNING
Strategic Planning – is a wide procedure
that addresses the whole business, or a
part of the business like marketing.
 MARKETING PLANNING
Marketing planning is a process that staff
from operational and managerial levels
work together to create and implement
effective marketing strategies.
DISTINGUISHING STRATEGIC MARKETING FROM
TACTICAL MARKETING
 Strategic Marketing
Strategic marketing is the plan that
marketers design in accomplishing goals.
It attends to the managing of the business
growth regarding sales, competition and
brand imaging which is necessary for
attaining competitive advantage in the
market. included
Tactical Marketing
it means that the marketers
identify in reaching the goals. It deals
with the identified activities of the
marketers for the realization of the
goal. included
 Planning Marketing
Strategies and Tactics
In planning for a marketing campaign,
the first thing that marketers do is to
design a marketing strategy for the
brand.
 The strategic marketing
planning process includes:

1. Industry research
2. Market research
3. Competition
4. Market segmentation
5. Market positioning
 The Tactical Marketing process
includes:
1. Promotion (advertising, personal selling,
sales promotion)
2. Distribution plan
3. Pricing plan
 Read the case study.
Mommy’s Choice instant noodles have been in
the industry for ten years. The brand has earned its
position as number one instant noodles among lower
class market because of its affordability and its
distinct Filipino flavors such as Beef Sinigang, Seafood
Pinangat, and Chicken noodles. The management of
Mommy’s choice would like to step up its position in
the market. They want to conquer the middle-class
market.
What will be the marketing goal, marketing
strategy, and marketing tactics of Mommy’s Choice
to conquer the middle C market?

Marketing Goal Marketing Strategy Marketing Tactics

END