Chapter 2

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Chapter 2 Strategic Planning in Contemporary
Marketing
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3 TYPES OF MARKETING PLANNING

• 1. STRATEGIC PLANNING
• long term planning
• determining the primary objectives of
  organization
• 2. TACTICAL PLANNING
• implementation of activities specified by
  strategic plans
• usually applied to short term plans
• OPERATIONAL PLANNING
• Daily/weekly Planning

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Planning at Different Organizational Levels See
Table 2.1
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STEPS IN MARKETING PLANNING PROCESS

• 1. Defining the Mission
• mission statements provide general guidelines for
  future mgmt actions
• http//www.ivcc.edu/mission
• 2. Determining Objectives
• basic objectives are derived from mission
  statement
• should be specific about goals time period for
  goals

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• 3. 4. Assessing Organizational Resources
  Evaluating Risks Opportunities
• SWOT analysis important strategic planning tool
  that compares internal organ strengths
  weaknesses to external opport threats
• http//erc.msh.org/quality/ittools/itswot.cfm

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• Figure 2.3 SWOT Analysis
• Leverage
• Problem
• Constraints
• Vulnerability
• STRATEGIC WINDOW

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• 5. Formulating a Marketing Strategy
• Target Market, Marketing Mix, Environment
• 6. Implementing

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TOOLS USED IN MARKETING PLANNING

• 1. STRATEGIC BUSINESS UNITS
• divisions w/in diverse company
• SBU's possess
• 1. distinct mission
• 2. their own managers
• 3. identifiable customer segments
• 4. specific competitors
• 5. ability to be planned indep of other units
  in firm

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• 2. Market Share/Market Growth Matrix (BCG
  Matrix)
• 3. Market Attractiveness/Business Strength
  Matrix
• SBUs usually go thru a life cycle
• question mark -gt star -gt cash cow -gt dog

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• 4. SPREADSHEET ANALYSIS
• software to answer "what if" questions