Strategic Plan

Strategic Planning
 Process of developing and maintaining a
strategic fit between organization’s goals
and its capabilities and its changing
marketing opportunities.
Steps in Strategic Planning
 Defining a clear company Mission:A mission
statement is a statement of organization purpose i.eWhat it
statement wants to accomplish in larger environment.
 A market oriented mission statement defines the business
in terms of satisfying basic customer needs.
 It should be realistic,specific,distinctive,motivating and fits
the marketing environment.
 Setting company objective and goals: The
company mission needs to be turned into detailed
supporting objectives for each level of management.
Designing Business Portfolio

 Business Portfolio is the collection of businesses and

products that makeup the company.
 Portfolio Analysis:The process by which management
evaluates the product and businesses making up the
company.The company will want to put strong resources
into its more profitable businesses and drop its weak ones.
Developing Strategy for Growth and
Downsizing
 Marketing must identify , evaluate and select market
opportunities and lay down strategies for capturing them.
 Market Penetration:A strategy for company growth by
increasing sales of current products to current market
segments without changing the product. I.e making more
sales to current customers.e.g.Adding new stores in current
market.Improvement in
advertising,prices,services,menu,store design.etc.
 Market Development:identifying and developing new
markets for its current products.
 Product Development:A strategy for company
growth by offering modified or new products to current
market segments.
 Diversification:A strategy for company growth
through starting or acquiring businesses outside company
current products and markets.
 Downsizing:Reducing the business portfolio by
eliminating products or business units that are not
profitable.
Customer Centered Marketing Strategy

 This process involve three steps.

 Market Segmentation
 Target Marketing
 Mrket Positioning
Marketing Mix
 Product-price-Place-Promotion
 In case of services
 4 C’s
 Customer Solution
 Customer Cost
 Convenience
 Communication
Contents of Marketing Plan
 Executive Summary:A brief summary of the main goals and
recommendation of plan to management.
 Current Market Situation:
 Market description
 Product Review
 Competition
 Distribution
 Threats and opportunities analysis
 Objectives and issues
 Action Programs
 Budget
 Controls