TOPIC

Strategic Marketing Planning As

A Means Of Achieving Increase
In Market Share In The
Competitive Market
 GROUP MEMBERS

Malaika Nadeem 17460920-061

Zainab Nawaz 17460920-076
Maryam Shehzadi 17460920-148
Shafia Imtiaz 17460920-157
Saba Mehmood 15280920-017
MALIKA NADEEM
17460920-061
 “Strategic marketing planning
involves setting goals and objectives,
STRATEGIC analyzing internal and external
MARKETING business factors, product planning,
PLANNING implementation, and tracking
progress”.
 Strategic marketing planning benefits are
following below:
 The process of creating a plan facilitates a
common understanding among all
stakeholders in an organization.
BENEFITS  The plan informs management decisions, the
behavior of the employees towards
institutional goals, and also the response
among current and potential clients.
 The plan also is subjected to changes over a
period of time to meet changing demands.
  A sound marketing plan allows a
corporate entity to grow its market
share which results in more revenue
and profits.

CONTINUE…  As a firm expands, it can enjoy large

economies of scale and thus fewer
operational costs. Overall, the strategic
marketing planning process connects
the production engine to consumption.
 STEPS IN
STRATEGIC
MARKETING
PLANNING
 A mission statement is a brief
STEP: 01 description of why a company or
STEP: 01 nonprofit organization exists.
 It explains what the company does, who
it serves, and what differentiates it from
MISSION
competitors.
STATEMENT
Like: mission statement of McDonald's
“To be our customers' favorite place and
way to eat and drink.”
  Why is your company in business?
 What is the purpose of your business?
 What is the strategic influence for your
QUESTIONS business?
TO ASK IN  What is the desired public perception for
EVALUATION your business?
OF MISSION
 How does your mission statement clarify
your strategy?
 How does your mission statement unify
your team?
ZAINAB NAWAZ
17460920-076
  Evaluation of internal and external
factors
STEP: 02
 Identify opportunities
 Provide clear view of:
SITUATION
ANALYSIS The health of business,
Company’s position,
Industry trends, and
Current and prospective customers.
 SWOT ANALYSIS
 INTERNAL FACTORS
 Consists of strengths and
weaknesses.
 Refers to any aspects within the
business.
 Enables marketers to truly
recognize the company’s ability.
 EXTERNAL FACTORS
 Concerns opportunities and threats.
 Focuses on identifying external
factors influencing the
development of business.
  Notify marketers to make
adjustments inside the company to
make it suitable with the
marketplace outside.
5C ANALYSIS
COMPANY COMPETITORS
1.Product 1.Established and emerging competitors
2.Goals 2.Strengths and weaknesses
3.Brand 3.Competitor’s strategies and tactics
4.Competitive advantage 4.Capability gaps
CLIMATE
1.Laws, Regulation & Technologies
2.Economic, social & Behavioral Trends
COLLABORATORS CUSTOMERS
1.Partners & investors 1. Target audiences
2. Suppliers & distributors 2.Customer motivation & behaviours
3. Service providers 3.Customer perception
4.Content relationships 4.Communication channels
PEST ANALYSIS
POLITICAL ECONOMIC
1.Legal issues 1.Business cycle
2.Taxes 2.Inflation & interest rates
3.Regulations & government oversight 3.Economic growth
4.Employment issues & wages regulation 4.Stability of financial markets
5.Trading policies 5.Employment rates

SOCIAL TECHNOLOGICAL
1.Demographics 1.Manufacturing innovations
2.Education 2.Technological development
3.Income distribution 3.Communications & information trends
4.Lifestyle trends 4.Patents, licenses and intellectual
5.Culture property
MARYAM SHEHZADI
17460920-148
  you’ve identified opportunities through
your analysis.
STEP: 03
 Writing a marketing plan will specify
your target customers.
MARKETING  These questions can help:
STRETEGY i. How will customers respond to your
marketing efforts? 
ii. How much will the plan cost? 
iii. How will your competition respond? 
 Define Your
Target Audience

Select your target market

by choosing all kinds of
characteristics, behaviors
and demographic.
  The goal should specify, grow the sales
number, and the timeframe for meeting
that target.

Set Measurable  Each goal should be actionable and

Goals  attainable through tactics you control.
 Combine simple, clear, and smart goals
(Gaining customers, improving brand
recognition or equity)
  Time to allocate the resources that will
turn your plan into action
 Budget will outline all the expected
Identify And costs for implementing your marketing
Set A plan.
Marketing  May have to adjust your tactics until
Budget 
you reach a budget that’s affordable.
 By creating the budget, you can
finalize and stick to your plan.
SHAFIA IMTIAZ
17460920-157
  Marketing mix is a Combination of
marketing tools That a company use to
STEP: 04 satisfy Their target customer And
achieve organizational Goal.
 In 1960, E. J. McCarthy first expressed
MARKETING
MIX the 4Ps.
Product
Price
Promotion
Place
  What is the product or service?
 What does the customer want from it?
 What needs does it satisfy?
 What features does it have to meet these
PRODUCT needs?
 How and where will the customer use it?
 How does it compare with similar
products?
 Who are the competitors? 
  The price is the amount of money, target
market is willing to pay for product. It
Include Discounts, Payment periods and
List price.
PRICE
 Price skimming
 Price penetration
 Cost plus
  Place includes distribution channels,
outlets, and transportation to get the
product to the target market.
 Where do customers look for your
product? In a store? Online? Through a
PLACE catalogue?
 Do you need a sales force to reach
customers or should you sell directly to
your target market?
 What are the best distribution channels?
  The way you communicate with your
target audience about the value and
benefit of your product is promotion. It
include
PROMOTION  Personal selling
 Advertisement
 Sale promotion
 Publicity.
THANK YOU