Marketing Planning

Management 'The art of getting things done through and with people' (Kountz)

Marketing Management (Kotler) Analysis Planning Implementation Control

Key concepts Mission shared sense of purpose and direction (Kotler) what is our business? viewed as a customer-satisfying process not a goods-producing process In our factories we mix chemicals In our shops we sell cosmetics But what our customers buy is hope’ (Revlon)

Objectives statements of planning purpose where do we want to be? Values What we stand for What distinguishes us What our customers and staff think is important

Strategy Long term plan (cf. Short term tactics) how do we get there? indicates general direction (not details) Marketing Strategy who to target how to beat the competition what image to create = Segmentation, Targeting, Positioning

The Planning Process What is our business? Mission Corporate Strategy Where are we now? ANALYSIS The External Environment Macro factors Political, Economic, Social, Technological (etc) Micro factors Company, Customers, Competitors Internal Strengths and Weaknesses External Opportunities and Threats

The ANALYSIS stage Strategic Review Issues, priorities, options Where should we be? PLANNING Marketing Strategy Target Markets Competitive Strategy Positioning Marketing Objectives

How do we get there?IMPLEMENTATION Product Promotion Place people Physical evidence processes Price Responsibilities, Budgets, Timescale

How do we know it is working? CONTROL Expected Outcomes Key performance indicators Monitoring procedures who, what when FEEDBACK