Strategic Planning and the Strategic Marketing Process

1、Chapter 2 Strategic Planning and the Strategic Marketing ProcessI. What is Strategic Planning?The process of developing and maintaining a viable fit between the organizations objectives and resources and its changing environment.It involves developing a:clear missionsupporting objectivessupporting strategiesII. Different Levels of PlanningoCorporate LeveloBusiness Unit Level Strategic Business Units (division within the organization that markets a set of related products to a clearly defined gro

2、up of customers)oFunctional LevelIII. Components of the Strategic PlanoOrganizational Mission defines the core purpose of the organization why it exists.oOrganizational Objectives statements of what the organization wishes to accomplish in the on-going, long-run operation of the firm. Profitssales market sharecustomer satisfactionoOrganizational Strategies major directions the organization will take in pursuing its objectives. Business Portfolio AnalysisMarket-Product AnalysisSlide 2-5WHERE CAN

3、AN “A” IN A COURSE IN ICE CREAM MAKING LEAD?Business Portfolio AnalysisoA technique which uses market growth rate and relative market share to identify what combination of SBUs will best achieve organization objectives.oMarket growth rate annual rate of sales growth of the SBUs industry.oRelative market share the sales of the SBU divided by the sales of the largest firm in the industry.Slide 2-21FIGURE 2-3FIGURE 2-3 Boston Consulting Group portfolio analysis for Kodak, as it might appear in 2004

4、Kodak self- service kioskKodak film sales: US, Canada, or on current or new customers.oFour strategies: market penetration, market development, product development, product diversificationSlide 2-27FIGURE 2-4FIGURE 2-4 Four market-product strategies: alternative ways to expand sales revenues for Ben & JerrysIV. Strategic Marketing ProcessProcess whereby an organization allocates it marketing mix resources to reach its target markets.Planning Implementation EvaluationPlanning Phase Situation Anal

5、ysisoThis is a complete analysis of the firms situation which assesses internal strengths and weaknesses and external threats and opportunities (SWOT)oInternal analysis (controllable factors) assess the firm itself to identify strengths and weaknessesoExternal analysis (uncontrollable factors) assess the firms external environment to identify opportunities and threatsSlide 2-34FIGURE 2-6FIGURE 2-6 Ben & Jerrys: a SWOT analysis to get it growing againPlanning Phase Marketing ObjectivesoSpecific l

6、evels of performance desired for a product or product line to be achieved by a given date.oStated in terms of market share, sales, profitoShould be measureable, attainable, specific, and consistent with organizational objectives Planning Phase Target MarketoOne or more specific groups of potential consumers toward which an organization directs its marketing program.oMarket segmentation is used to identify target markets.oWhy focus on the needs of a subgroup of a market rather than the entire mar

7、ket?Planning Phase: Product PositioningoThe process where marketers try to create a product image or identity in the minds of their target market relative to competitive products.Planning Phase: Marketing Mix ProgramoProduct good, service, or idea to satisfy the consumers needs.oPrice what is exchanged for the product.oPromotion means of communication between the seller and buyer.oPlace means of getting the product to the consumeroMarketing mix decisions are based on the needs of the target market and the positioning strategy.Slide 2-40FIGURE 2-7FIGURE 2-7 Elements of the marketing mix that comprise a cohesive marketing programImplementation PhaseoProcess of putting the marketing plan into action.oInvolves great attention to detailEvaluationoInvolves measuring the results of the actions from the implementation phase and comparing them with goals set in the planning phase.sales analysis market share analysis expense to sales analysis

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