Chapter 02

2
STRATEGIC MARKETING PLANNING

Learning Outcomes
After studying this chapter, you should be able to:

Explain the strategic marketing planning process
Discuss how to analyze the current business portfolio
Discuss how to develop strategic future business portfolio
Explain marketing-oriented strategies
Discuss marketing mix strategies
Explain SWOT analysis
Discuss the stages in a marketing plan
Principles of Marketing Third Edition All Rights Reserved

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Chapter Overview

Developing Strategic Marketing
Planning
 Strategic planning is to develop and maintain a strategic

fit between the organization’s objectives, available
resources, and the evolving market opportunities (Kotler
and Armstrong, 2016).
 It is a process that charts out the course that the

company will take in relations to marketing so that they
yield target profits and growth.

Planning (cont.)

Developing Strategic
Marketing Planning (cont.)
Specifying Market-Oriented Business Mission

A business mission statement is what is stated to reflect
the organization’s purpose, i.e. what it wants to accomplish.
A well-rounded mission statement answers the following
questions:
• Who are our customers?
• What is our business?
• Where are we going?

Specifying Market-Oriented Business Mission (cont.)

A good mission statement has a number of
characteristics such as:
• Focus
• Scope
• Motivating
• Guided by vision
• Policies

Developing Measurable Companywide Objectives

Trickling down the mission statement companywide
objectives.
The objectives has to be realistic, measurable, time
specific and consistent with organizational mission.

Establishing Business Portfolio

A strategic business unit (SBU) is a business under a
large company that has it’s own mission, objectives and
plans that is different from other businesses that the
company owns.
An SBU may be developed for a company’s division level,
for a product line, for a product, or for a brand.

 Characteristics of an SBU:
• It is a single business or a group of related
businesses that can be planned differently from the
rest of the company.
• It has its own group of competitors.
• It has a manager who is accountable for strategic
planning and profit performance, who monitors most
of the conditions influencing profit.


Analyzing current business portfolio

 SBU’s strategies:
• Build
• Hold
• Harvest
• Divest


Developing Measurable Companywide Objectives
Objectives must be:

• Specific
• Measurable
• Achievable
• Realistic
• Time specific

Planning (cont.)

Developing Market Oriented Strategies

 Market segmentation
 Market targeting
 Market positioning


Managing the Marketing
Activities

Managing the Marketing Activities
(cont.)
Conduct Situation Analysis

(cont.)

(cont.)
Environmental Scanning
Political factors
Economic factors
Social factors
Technological factors
Legal factors
Environmental factors

(cont.)
- Marketing Planning

(cont.)
Marketing Implementation

(cont.)
Marketing Department Organization

(cont.)

(cont.)

Activities (cont.)

Activities (cont.)
Marketing Control
Measure results
Evaluate results
Corrective actions


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2

STRATEGIC MARKETING PLANNING

After studying this chapter, you should be able to:

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

 Strategic planning is to develop and maintain a strategic

 It is a process that charts out the course that the

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Specifying Market-Oriented Business Mission

Principles of Marketing Third Edition All Rights Reserved

Specifying Market-Oriented Business Mission (cont.)

Principles of Marketing Third Edition All Rights Reserved

Developing Measurable Companywide Objectives

Principles of Marketing Third Edition All Rights Reserved

Establishing Business Portfolio

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Analyzing current business portfolio

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Developing Measurable Companywide Objectives

Objectives must be:

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Developing Market Oriented Strategies

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Conduct Situation Analysis

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Marketing Department Organization

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

Principles of Marketing Third Edition All Rights Reserved

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