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2Developing Marketing
Strategies and Plans
1
Figure 2.1 The Strategic Planning, Implementation, and Control Processes
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-2
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-3
What is a Marketing Plan?
A marketing plan is the central instrument for
directing and coordinating the marketing effort.
It operates at a strategic and tactical level.
4 Levels of Strategy
Corporate Strategy SBU Strategy Functional Strategy (Marketing, HRM,
Finance, Production, IT) Departmental
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-4
Strategic Planning Process
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-5
Situation Analysis
Strategy Formulation
Strategy Implementation
Evaluation and Control
Corporate Headquarters’ Planning Activities
Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-6
The Boston Consulting Group’s Growth-Share Matrix
20%-20%-18%-18%-16%-16%-14%-14%-12%-12%-10%-10%- 8%-8%- 6%-6%- 4%-4%- 2%-2%- 00
Mar
ket G
row
th R
ate
3 ?Question marks
? ??21
Cash cow
6
Dogs
87
10x 4x 2x 1.5x 1x 10x 4x 2x 1.5x 1x
Relative Market Share.5x .4x .3x .2x .1x .5x .4x .3x .2x .1x
Stars
5
4
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 and profitability
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-8
Good Mission Statements
Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-9
Figure 2.3 The Business Unit Strategic Planning Process
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-10
Competitors
Marketingintermediaries
PublicsSuppliers
Factors Influencing Company Marketing Strategy
Marketi
ng
informati
on
syste
m
Marketingplanningsystem
Marketing
organization
system Marke
ting
orga
nizati
on an
d
imple
mentat
ion
Product
Promotion
Place PriceTargetcustomers
Demographic/Demographic/economiceconomic
environmentenvironment
Social/Social/culturalcultural
environmentenvironment
Technical/Technical/physicalphysical
environmentenvironment
Political/Political/legallegal
environmentenvironment
Major Forces in the Environment
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-12
Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
Population and Demographics
Population growth Population age mix Ethnic markets Educational groups Household patterns
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-13
Economic Environment
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Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-15
Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe
3-16Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 3-16Copyright 2011, Pearson Education Inc., Publishing as Prentice-HallCopyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 1-16
Marketing In Action Marketers track changing age and family
structures, educational characteristics, geographic population shifts, and population diversity at home and abroad.
A great deal of domestic demographic data stems from the U.S. Census.
Visit www.census.gov and select the American Fact Finder to learn more about your community.
Wealthiest 1 Percent in US http://www.nytimes.com/2012/01/15/business/the-1-percent-paint-a-more-nuanced-portr
ait-of-the-rich.html?_r=1&sq=What%20it%20takes%20to%20be%20the%20top%201%%20in%20America,&st=cse&scp=2&pagewanted=all
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-17
Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 3-18
Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
The Political-Legal Environment
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Business Legislation
Growth of Special Interest Groups
SWOT Analysis
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Strengths
Weaknesses
Opportunities
Threats
Figure 2.2 The Strategic Planning Gap
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-21
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
4. Diversification2. Marketdevelopment
Newmarkets
1. Marketpenetration
Existingmarkets
Existingproducts
3. Productdevelopment
Newproducts
Porter’s Generic Strategies
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Overall cost leadership
Differentiation
Focus
The Marketing Plan
Executive Summary & Table of ContentsCurrent Marketing Situation
Opportunity & Issue AnalysisObjectives
Marketing StrategyAction Programs
Projected Profit-and-lossControls
