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Figure 2.1
Levels of Planning in a Company
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Strategic Planning
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Functional (aka “Tactical”) Planning
Accomplished by various functional areas of firm,
such as Marketing, HR, Operations, etc
Typically includes:
A broad 3- 5 year plan to support strategic plan
A detailed annual plan
Example: marketing plan objective for Ford:
The objective for the Ford Focus is to
achieve a 10% share of the subcompact
market during the 2010 calendar year
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Operational Planning
First-line managers focus on day-to-day
execution of functional plans
Such planning includes detailed annual,
semiannual, or quarterly plans
Example: an objective may be set in terms of
units of a product a particular salesperson
needs to sell per month (sales quota)
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All Business Planning
Is an Integrated Activity
Strategic, functional, and operational plans must
work together to benefit the whole firm
Marketers must fully understand how they fit
with the organization’s direction and resources
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Where the Marketing Planning Process
Fits Into overall Company Planning
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Why Write a Marketing Plan?
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Marketing Planning: Step 1
Step 1 - Perform a
situation analysis
Builds on SWOT;
identifies how the
internal and
external
environments
affect the
What trends impact the marketing marketing plan
plan for Netflix?
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Marketing Planning: Step 2
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Marketing Planning: Step 3
Step 3 - Develop marketing strategies to achieve
marketing objectives
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Formulating a Marketing Strategy
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1. Product Strategy (goods & services)
What goods or services to offer
Ingredients and features
Customer service
Package design
Brand names
Trademarks
Warranties
Product Positioning – how you want
customers to perceive the product
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2. Distribution Strategy
Modes of transportation
Warehousing
Inventory control
Order processing
Supply channels (retailers, wholesalers, etc)
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3. Promotion Strategy
Blending together the various elements of
promotion to communicate most effectively
with the target market
Promotional elements (the Promotion Mix):
• Advertising
• Sales promotion
• Public relations
• Direct marketing
• Personal selling
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Advertising As a Part
of the Pepto-Bismol
Promotional Strategy
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4. Pricing Strategy
Deals with the methods of setting profitable
and justifiable prices
Pricing is:
Dependent upon competition
Based upon supply and demand
Closely regulated
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Marketing Planning
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Strategic Planning Step 1:
Define the Mission
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Step 2: Evaluate the Internal
and External Environments
Situational analysis
An assessment of a firm’s internal and
external environments
Internal environment: Controllable
elements inside of an organization
External environment: Uncontrollable
elements outside of an organization that
may affect its performance either
positively or negatively
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Internal Environment
Controllable elements inside a firm that
influence how well the firm operates include:
People (human capital), physical facilities,
financial stability, corporate reputation,
quality products, strong brands,
technologies, etc.
These elements represent key strengths and
weaknesses of the firm
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External Environment
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SWOT Analysis
An analysis of an organization’s strengths (S)
and weaknesses (W) and the opportunities
(O) and threats (T) in the external
environment
SWOT enables the firm to develop strategies
that maximize strengths and capitalize upon
opportunities
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Step 3: Set Organizational
or SBU Objectives
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Organizational/SBU Objectives
Organizational/SBU Objectives:
What the firm hopes to accomplish with long-
range business plan
Need to be specific, measurable, attainable, and
sustainable
May relate to sales, profitability, product
development, market share, productivity,
ROI, customer satisfaction, or
social responsibility
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Strategic Business Units (SBUs)
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Figure 2.2
SBUs and the Strategic Plan
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Step 4: Establish the Business
Portfolio
Business portfolio:
The group of different products or brands
owned by a firm and having different
income-generating and growth capabilities
Portfolio analysis:
Assessing the potential of a firm’s SBUs
Helps make decisions regarding which
SBUs should receive more or less of
the firm’s resources
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Figure 2.3
Boston Consulting Group (BCG) Matrix
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Step 5: Develop Growth Strategies
Product-market growth matrix:
Characterizes different growth strategies
according to type of market (new vs.
existing) and type of product (new vs.
existing).
Matrix yields four potential strategies:
Market penetration
Product development
Market development
Diversification
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Figure 2.4
Product-Market Growth Matrix
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