Winning Markets:

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Chapter 3
Winning Markets Market-Oriented Strategic
Planning
Marketing Management Tenth Edition Philip Kotler
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Introduced by

• Mr. ABDUALRAHMAN ALFAISALY
• Mrs. REEM ABDUALRAHMAN ALALIANI
• In Collaboration with
• Dr, Ayman Abdel Motti Suliman

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Objectives

• Corporate and division strategic planing
• Business unit planning
• The marketing process
• Product level planning
• The marketing plan

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Market-Oriented Strategic Planning
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Market-Oriented Strategic Planning
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Corporate Headquarters Planning

• Define the corporate mission
• Establish strategic business units (SBUs)
• Assign resources to SBUs
• Plan new business, downsize older businesses

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Strategic-Planning, Implementation, and Control
Process
Planning
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Good Mission Statements
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The Boston Consulting Groups Growth-Share Matrix
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Market Attractiveness Competitive- Position
Portfolio Classification
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The Strategic-Planning Gap
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Three Intensive Growth Strategies Ansoffs
Product/Market Expansion Grid
4. Diversification
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Opportunity Matrix
Success Probability
Opportunities
High
Low

• 1. Company develops a more powerful lighting
  system
• 2. Company develops a device for measuring the
  energy efficiency of any lighting system
• 3. Company develops a device for measuring
  illumination level
• 4. Company develops a software program to teach
  lighting fundamentals to TV studio personnel

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2
High
Attractiveness
4
3
Low
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Threat Matrix
Threats
Probability of Occurrence
High
Low

• 1. Competitor develops a superior lighting system
• 2. Major prolonged economic depression
• 3. Higher costs
• 4. Legislation to reduce number of TV studio
  licenses

1
2
High
Seriousness
4
3
Low
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The McKinsey 7-S Framework
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The Value-Delivery Process
(a) Traditional physical process sequence
(b) Value creation delivery sequence
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The Marketing Plan
Executive Summary Table of Contents
Current Marketing Situation
Opportunity Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls
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Factors Influencing Company
Marketing
Strategy
Target customers
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Review

• Corporate and division strategic planing
• Business unit planning
• The marketing process
• Product level planning
• The marketing plan