Part 7 Managing the Marketing Effort

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Part 7 Managing the Marketing Effort Strategic
Marketing Planning
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Planning as Part of Management
The management process, as applied to marketing,
consists basically of planning a marketing
program, implementing it, and evaluating its
performance.
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Planning as Part of Management

• In strategic planning, managers match an
  organizations resources with its market
  opportunities over the long run
• The term strategic window describes the limited
  amount of time in which a firms resources
  coincide with a particular market opportunity
• Typically, the window is open only for a
  relatively short period ? thus a firm must move
  rapidly and decisively when a strategic window
  opens

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Strategic Marketing Planning

• Strategic marketing planning is a five-step
  process
• Conduct a situation analysis
• Develop marketing objectives
• Determine positioning and differential advantage
• Select target markets and measure market demand
• Design a strategic marketing mix

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Strategic Marketing Planning

• Situation Analysis
• The first step involves analyzing where the
  companys marketing program has been, how it has
  been doing, and what it is likely to face in the
  years ahead
• The results of this activity enable management to
  determine if it is necessary to revise the old
  plans or devise new ones to achieve the companys
  objectives
• A situation analysis typically covers customers,
  competitors, and out of the box thinking
• Situation analysis covers external environmental
  forces and internal resources ? SWOT analysis

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Strategic Marketing Planning

• Marketing Objectives
• Again, strategic planning involves matching an
  organizations resources with its market
  opportunities
• Each marketing objective should be assigned a
  priority on the basis of its urgency and its
  potential impact on an area of focus and, in
  turn, the organization
• Resources should be allocated in line with these
  priorities

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Strategic Marketing Planning

• Positioning and Differential Advantage
• Position a product (a company) in the marketplace
• Distinguish it from competitors
• (? see according slides in chapter 6)
• 4. Target Markets and Market Demand
• (? see according slides in chapter 6)
• 5. Marketing Mix
• ? Integrating the 4 Ps

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Selected Planning Models

• Several models (frameworks, tools) have been
  designed to assist with strategic planning
• For more effective planning and operations, a
  multidivision or multiproduct organization (and
  even small companies) should be divided according
  to its major markets or products, called
  strategic business unit (SBU)

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Selected Planning Models
Product-Market Growth Matrix
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Selected Planning Models
BCG Matrix
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Selected Planning Models
GE Business Screen