Professional Documents
Culture Documents
Chapter 2
Objectives
Understand companywide strategic planning and its four steps. Learn how to design business portfolios and develop strategies for growth and downsizing. Understand marketings role in strategic planning and how marketers partner with others. Be able to describe the marketing process and the forces that influence it. Understand the marketing management functions, including the elements of the marketing plan.
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Kotler It is more important to do what is strategically right than what is immediately profitable
Dwight D. Eisenhower
Would you tell me, please, which way I ought to go from here? asked Alice.
That depends a good deal on where you want to get, said the Cat. I dont much care where, said Alice. Then it doesnt matter which way you go, said the Cat.
What is Planning?
Plan your career
What do you do? What do you start with? How do you plan?
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Strategic Planning - the Process of Developing and Maintaining a Strategic Fit Between the Organizations Goals and Capabilities and Its Changing Marketing Opportunities.
SW
OT
Figure 52
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Figure 2-1:
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Strategic Planning
Mission statements should . . .
serve as a guide for what the organization wants to accomplish. be market-oriented rather than product-oriented. be neither too narrow, nor too broad. fit with the market environment. be motivating.
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Company
Product Definition
Market Definition
Amazon.com
We sell books, videos, CDs, We make Internet buying toys, consumer electronics, experience fast, easy, and and other products enjoyable we are the place where you can find and discover anything you want to buy online We make copying equipment We sell gasoline We make movies We run discount stores We help improve office productivity We supply energy We market entertainment We deliver low prices every day and give ordinary folks the chance to buy the same things as rich people ?
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Xerox
Nokia
SMART Objectives
earn an annual rate of return on investment over the next year of 15% after tax produce net profits of $ 2 000 000 in 20XX produce a cash flow of $ 4 000 000 in 20XX increase total sales revenue by certain % in 20XX achieve market share of 5% for brand A at market B in year C increase awareness of product or brand A at market B from 20% to 40% over the planning period expand the number of dealers by 10%... Increase customers knowledge of a product features make consumer attitudes more favorable
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Figure 2-1:
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Figure 2-3:
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Figure 2-1:
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Figure 2-4:
environment
Key Elements
Analyzing marketing opportunities Selecting target markets
Political/ legal environment Social/ cultural environment
SPECIALIZED BICYCLE COMPONENTS Video + Assignment (0.5 points) Complete the first two steps in the Marketing Process for Specialized.
1. Analyzing marketing opportunities
EXTERNAL analysis (economic, legal, customers, culture, distribution, suppliers, competition, etc.):
Opportunities Threats
The segmentation process divides the total market into market segments. Target marketing chooses which segment(s) are pursued. Market positioning for the product is then determined.
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Figure 2-5:
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Marketing planning
Strategies and tactics
Marketing implementation
Turns plans into action
Marketing control
Operating control Strategic control
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Figure 2-6:
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