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    Organizing Strategic Marketing Plan

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    ridhi
    The document discusses organizing a strategic marketing plan including analyzing the organization and external environment, setting marketing mission, objectives and goals, planning the marketing portfolio, designing organization systems, setting specific tactics, and determining performance benchmarks.

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    © All Rights Reserved
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    Organizing Strategic Marketing Plan

    Uploaded by

    ridhi
    42 views12 pages
    The document discusses organizing a strategic marketing plan including analyzing the organization and external environment, setting marketing mission, objectives and goals, planning the marketing portfolio, designing organization systems, setting specific tactics, and determining performance benchmarks.

    Original Description:

    Marketing planning process

    Original Title

    Strategic marketing

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    The document discusses organizing a strategic marketing plan including analyzing the organization and external environment, setting marketing mission, objectives and goals, planning the marketing portfolio, designing organization systems, setting specific tactics, and determining performance benchmarks.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    42 views12 pages

    Organizing Strategic Marketing Plan

    Uploaded by

    ridhi
    The document discusses organizing a strategic marketing plan including analyzing the organization and external environment, setting marketing mission, objectives and goals, planning the marketing portfolio, designing organization systems, setting specific tactics, and determining performance benchmarks.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Organizing Strategic Marketing Plan

    Organizational Marketing Planning Process


    Analyze Organization Analyze External Environment

    Mission Culture Strengths Publics to be Competition Social, Political,


    Objectives & served Technical,
    Goals Weakness Economic,
    International

    Plan Portfolio
    Set marketing Mission, Objectives
    & Goals

    Set core Marketing Strategy


    • Target Market
    •Competitive Position
    •Marketing Mix

    Design organization & system Set Specific Tactics Determine Performance Benchmark

    Implement

    Access Performance
    Business Mission
    Underscores the scope of an organization’s operations apparent in its
    business definition.

    Reflects management’s vision of what the organization .seeks to do

    Most statements describe:

    the organization’s purpose

    customers, products/services, markets, philosophy, and


    technology

    1-3
    Mission Statement

     Mission statement – In developing a mission statement,


    management must take into account
     Organization’s history
     Organization’s distinctive competitiveness
     Organization’s environment
     Mission statement should be
     Focused on markets rather than products
     Achievable
     Motivational
     Specific

    McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved


    Business Goals
    Goals or objectives convert the organization’s mission into
    tangible actions and results that are to be achieved, often within
    a specified time frame.

    Three major categories of goals:

    1. Production

    2. Financial

    3. Marketing

    1-5
    Production Goals
    Apply to the use of manufacturing
    and service capacity and to product
    and service quality.

    Financial Goals
    Focus on return on investment,
    return on sales, profit, cash flow,
    and shareholder wealth.

    Marketing Goals
    market share
    marketing productivity
    sales volume
    profit
    customer satisfaction
    customer value creation
    1-6
    The Corporate Portfolio

     Many companies offer more than one product, and serve


    more than one customer.
     Range of products in market (Basket of product).

    Portfolio Analysis
     The key strategy is to produce balanced portfolio of
    products – (Low risk, dull growth) or (high risk, great
    potential
    Objective of Portfolio Analysis

     To analyze current business portfolio & decide which business


    should receive more or less investment.
     To develop growth strategies for adding new business to
    portfolio.
     To decide which business should no longer be retained.

     Example : BCG Matrix


    Set Marketing Goals

    Market share
    Marketing productivity
    Sales volume
    Profit
    Customer satisfaction
    Customer value creation
    Customer value creation

     Value to a customer refers to the difference between the benefits he drives


    from a product or service and the cost of acquiring that product.
    Value creation involves :
     Value chain analysis.
     Relationship Marketing.
    Value chain analysis.
    The Generic Value Chain
    Support Activities

    Firm’s Infrastructure
    Human Resource Management
    Margins
    Technology Development
    Procurement

    Service

    Inbound Operations Outbound Marketing Margins


    Logistic Logistic & Sales

    Primary Activities

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