Strategic Planning - PowerPoint PPT Presentation

Loading...

PPT – Strategic Planning PowerPoint presentation | free to view - id: 6fb6a5-NWM4O



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Strategic Planning

Description:

Strategic Planning – PowerPoint PPT presentation

Number of Views:179
Avg rating:3.0/5.0
Slides: 62
Provided by: ttr46
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Strategic Planning


1
Strategic Planning
2
Defining Marketing
3
What is Marketing?
Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.
4
What is Marketing Management?
Marketing management is the art and science of
choosing target markets and getting, keeping,
and growing customers through creating,
delivering, and communicating superior customer
value.
5
Selling is only the tip of the iceberg
There will always be need for some selling. But
the aim of marketing is to make selling
superfluous. The aim of marketing is to know and
understand the customer so well that the product
or service fits him and sells itself. Ideally,
marketing should result in a customer who is
ready to buy. All that should be needed is to
make the product or service available. Peter
Drucker
6
For an exchange to occur.
  • There are at least two parties.
  • Each party has something that might be of value
    to the other party.
  • Each party is capable of communication and
    delivery.
  • Each party is free to reject the exchange offer.
  • Each party believes it is appropriate or
    desirable to deal with the other party.

7
What is Marketed?
8
Marketing Ideas Friends Dont Let Friends
Drive DrunkThis is the watch Stephen
Hollingshead, Jr. was wearing when he encountered
a drunk driver. Time of death 655 p.m.
9
Demand States
Nonexistent (unaware)
Latent (non existing)
Negative (dislike)
Irregular (vary)
Declining
Full
Unwholesome
Overfull
10
Key Customer Markets
Nonprofit/ Government Markets
11
Global Markets
Coke is represented at the first China
International Beverage Festival in Beijing in 2003
12
The marketplace isnt what it used to be
13
Company Orientations
Production
Product
Selling
Marketing
14
Holistic Marketing Dimensions
15
The Four Ps
16
Marketing-Mix Strategy
17
Marketing Mix and the Customer
  • Four Ps
  • Product
  • Price
  • Place
  • Promotion
  • Four Cs
  • Customer solution
  • Customer cost
  • Convenience
  • Communication

18
Corporate Social Initiatives
19
Core Concepts
  • Needs, wants, and demands
  • Target markets, positioning, segmentation
  • Offerings and brands
  • Value and satisfaction
  • Marketing channels
  • Supply chain
  • Competition
  • Marketing environment
  • Marketing planning

20
I want it, I need it
  • 5 Types of Needs
  • Stated needs
  • (inexpensive)
  • Real needs
  • (low operating cost)
  • Unstated needs
  • (good service)
  • Delight needs
  • (extras)
  • Secret needs
  • (savvy consumer)

21
Marketing Management Tasks
  • Developing marketing strategies
  • Capturing marketing insights
  • Connecting with customers
  • Building strong brands
  • Shaping market offerings
  • Delivering value
  • Communicating value
  • Creating long-term growth

22
Marketing Debate
Does Marketing Create or Satisfy Needs?
23
Developing Marketing Strategies and Plans
24
3 Vs Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
25
Characteristics of Core Competencies
  • A source of competitive advantage
  • Applications in a wide variety of markets
  • Difficult to imitate

26
Challenges Facing CMOs
Doing more with less
Driving new business development
Becoming a full business partner
27
Levels of a Marketing Plan
  • Strategic
  • Target marketing decisions
  • Value proposition
  • Analysis of marketing opportunities
  • Tactical
  • Product features
  • Promotion
  • Merchandising
  • Pricing
  • Sales channels
  • Service

28
The Strategic Planning, Implementation, and
Control Processes
29
Corporate headquarters planning activities
  • Define the corporate mission
  • Establish SBUs
  • Assign resources to each SBU
  • Assess growth opportunities

30
Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
31
Major Competitive Spheres
Industry
Products
Geographical
Competence
Vertical channels
Market segment
32
eBay
We help people trade anything on earth. We will
continue to enhance the online trading
experiences of all collectors, dealers, small
businesses, unique item seekers, bargain hunters,
opportunity sellers, and browsers.
33
Product Orientation vs. Market Orientation
Company Product Market
Missouri-Pacific Railroad We run a railroad We are a people-and-goods mover
Xerox We make copying equipment We improve office productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertain people
34
Dimensions That Define A Business
Customer groups
Technology
Customer needs
35
Characteristics of SBUs
  • It is a single business or collection of related
    businesses
  • It has its own set of competitors
  • It has a leader responsible for
  • Strategic planning
  • Profitability
  • Efficiency

36
The Strategic Planning Gap
37
Product-Market Expansion Grid
38
The Business Unit Strategic Planning Process
39
Goal Formulation and MBO
  • Requirements for using MBO
  • Units objectives must be hierarchical
  • Objectives should be quantitative
  • Goals should be realistic
  • Objectives must be consistent

40
Porters Generic Strategies
Overall Cost Leadership
Differentiation
Focus
41
Categories of Marketing Alliances
Product or Service Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
42
Marketing Plan Contents
  • Executive summary
  • Table of contents
  • Situation analysis
  • Marketing strategy
  • Financial projections
  • Implementation controls

43
Evaluating a Marketing Plan
  • Is the plan simple?
  • Is the plan specific?
  • Is the plan realistic?
  • Is the plan complete?

44
Gathering Information and Scanning the
Environment

45
Internal Records
Order-to-Payment Cycle
Sales Information System
Databases, Warehousing, Data Mining
Marketing Intelligence System
46
Steps to Improve Marketing Intelligence
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize a customer advisory panel
Utilize government data resources
Purchase information
Collect customer feedback online
47
Needs and Trends
Fad
Trend
Megatrend
48
10 Megatrends Shaping the Consumer Landscape
  • Aging boomers
  • Delayed retirement
  • Changing nature of work
  • Greater educational attainment
  • Labor shortages
  • Increased immigration
  • Rising Hispanic influence
  • Shifting birth trends
  • Widening geographic differences
  • Changing age structure

49
Environmental Forces
Demographic
Economic
Political-Legal
Socio-Cultural
Technological
Natural
50
Population and Demographics
  • Size
  • Growth rate
  • Age distribution
  • Ethnic mix
  • Educational levels
  • Household patterns
  • Regional characteristics
  • Movement

51
Population Age Groups
65
40-65
25-40
Teens
School-age
Preschool
52
Economic Environment
  • Purchasing Power
  • Income Distribution
  • Savings Rate
  • Debt
  • Credit Availability

53
Types of Industrial Structures
Industrial economies
Industrializing economies
Subsistence economies
Raw-material- exporting economies
54
India An Industrializing Economy
55
Saudi Arabia A Raw-Material Exporting Economy
56
Social-Cultural Environment
Views of themselves
Views of others
Views of organizations
Views of society
Views of nature
Views of the universe
57
Most Popular American Leisure Activities
  • Walking
  • Gardening
  • Swimming
  • Photography
  • Bicycling
  • Fishing
  • Bowling
  • Camping
  • Jogging
  • Free weights
  • Golf
  • Continuing education

58
Natural Environment
Shortage of raw materials
Increased energy costs
Anti-pollution pressures
Governmental protections
59
Technological Environment
Pace of change
Opportunities for innovation
Varying RD budgets
Increased regulation of change
60
Political-Legal Environment
Increase in business legislation
Growth of special interest groups
61
Unit Pricing on Store Shelves
About PowerShow.com