Topic 2.

Strategic
Planning and the
Marketing Process
Plan
1. Strategic Planning
2. Designing the Business Portfolio
3. The Marketing Process
4. Managing the Marketing Effort
1. Strategic Planning
 Corporate level Business unit,
product and market
level

Defining Setting Designing Planning,

the company the marketing and
company objectives business other functional
mission and goals portfolio strategies

Figure 1. Steps in strategic planning

2. Designing the Business Portfolio
BUSINESS PORTFOLIO –
THE COLLECTION OF
BUSINESS AND
PRODUCTS THAT MAKE
UP THE COMPANY.
Figure 2. The BCG growth-share matrix
Figure 3. General Electric’s strategic business-
planning grid
Figure 4. Market opportunity identification through
the product-market expansion grid
3. The Marketing Process
Figure 5. Factors influencing company marketing strategy
Connecting with consumer
Market Segmentation
Market Targeting
Market Positioning
4. Managing the Marketing Effort
Figure 6. The relationship between analysis, planning
and control
 The Marketing Plan
•Enterprise characteristics
The type of activity, strategic goal, characteristics of target consumers; the
problems and prospects of enterprise; the suggestions for improvement
(product diversification or activity, selection new markets).
• Marketing research of the market environment
The collection of marketing information; PEST-analysis; the choice of method
of marketing research.
•Market segmentation
The choice of target market segment; the choice of positioning strategy.
•Analysis of Marketing Commodity policy
The analysis of trademark; the elaboration of brand strategy.
•Marketing Pricing
The analysis of enterprise pricing; the elaboration of pricing strategy.
•Selling
The analysis of enterprise selling; the elaboration of product selling.
•Promotion
The analysis of enterprise promotion; the elaboration of promotion complex.
•Marketing Strategic Planning
The development of marketing department; the marketing management.