Strategic Marketing Planning

1
Strategic Marketing Planning
(chapter 2)
2
Planning Process
3
Planning Process

• Situation Analysis
• informal assessment
• SWOT analysis
• first part of Marketing Plan
• Marketing Plan
• written document
• blueprint, outline
• all marketing activities

• Mission vs. Vision
• mission statement
• business were in
• contemporaneous focus
• vision
• to become
• future oriented

4
Mission Statement

• Elements
• who we are
• who our customers are
• our operating philosophy
• core competencies
• social consciousness
• Audience
• far broader now

• Cautions
• breadth
• technology focus
• product focus
• Marketing Myopia
• lesson of the railroads
• exhibit 2.2
• Stability
• Customer focus

5
Corporate and Business Unit

• Corporate
• mission, vision
• overall goals
• acquisitions, diversifications
• specification of SBUs
• allocation of resources
• portfolio models

• Business Unit
• related businesses/ products
• support organizations goals
• translate overall goal into quantitative measures
• goals/objectives are
• measurable
• attainable
• time-limited

6
Corporate and Business Unit

• Functional strategies
• tend to day-to-day focus
• production
• procurement, JIT warehousing, etc,
• must
• fit needs
• be consistent
• be realistic

• Implementation
• execution
• importance of qualified, competent, committed
  employees
• Evaluation Control
• the organizations thermostat
• internal communication

7
Marketing Plan Structure (ex. 2.3)
8
The Marketing Plan

• Coordinating document
• different from a business plan (in most)
• functional areas contribute
• Exhibit 2.3 appendices

• Plan outline
• comprehensive
• flexible
• consistent
• logical
• pgs. 34-36, reference

9
Using the structure

• Tips
• plan ahead
• revise, revise, revise
• be creative
• use common sense and judgment
• think ahead to implementation
• update regularly
• communicate with others

10
Purposes

• Explain
• present and future
• SWOT
• Specify
• expected outcomes
• Describe actions
• responsibility, accountability

• Identify
• necessary resources
• Permit
• monitoring and control

11
Market Orientation

• Evolution
• production
• sales
• marketing concept
• relationship
• Market-oriented firms are those that
  successfully generate, disseminate, and respond
  to market information. page 40

• Requires
• continual environmental scanning
• ongoing relationship with customer
• active listening