1. Marketing Fundamentals Chapter 1. The Planning Process
Stephan Sorger
Disclaimer:
All images such as logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only
Some material adapted from: Sorger, “Marketing Planning: Where Strategy Meets Action”
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1

2. Advantages of Good Marketing Planning
Advantage Description
Discipline Forces a disciplined approach to a market
New Opportunities Identifies potential new opportunities
Clear Competitors Identifies potential new competitors
Clear Objectives Establishes specific objectives and targets
Clear Programs Lays out specific programs, contributing to execution of the plan
Clear Responsibilities Identifies specific responsibilities throughout organization
Clear Metrics Quantifies success/failure metrics
Customer Focus Provides new information on customers
Cross-functional Identifies involvement by other departments
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1

3. Cross-Functional Collaboration
Professional
Services
Operations
Cross-
Functional
Collaboration
Finance
Engineering
Other
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1

4. Impact of Organizational Functions on Marketing Plan
Group Input into Marketing Plan Output from Marketing Plan
Operations Cost structure for operations Sales forecast, to drive operations schedule
Finance Required return on investment Financial break-even for new projects
Funding required to develop new products
Professional Implementation capabilities New products and services to implement
Services
Engineering Customer feedback Specific product features wanted by market
Other Requirements by personnel Can impact HR hiring requirements
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1

5. Marketing Planning Process
Objectives
Finance and
Implementation
Chapter 2
Strategy
Marketing Mix
Results
Market
Opportunities
Chapter 6
Chapters 7, 8, 9, 10
Chapters 11, 12
Chapters 3, 4, 5
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1

6. Marketing Plan Outline
Section Description
Executive Summary Encapsulates plan
Objectives States goal of marketing plan project
Market Overview Determines market characteristics such as size and growth
Market Segments Covers market segmentation, targeting, and positioning
Competitive Landscape Gathers information about company competitors
Strategy Establishes approach to accomplish plan’s objectives
Products/Services Covers tactics to develop products and/or services
Price Addresses pricing tactics
Place (Distribution) Covers tactics to distribute organization’s products to customers
Promotion Determines how to convey product benefits to market
Finance Covers financial analysis, such as break-even point
Implementation Discusses tools to ensure successful execution
Recommendations (Optional) Includes top three most important actions to take
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1

7. Example: Nintendo Wii: Success Step by Step
Step Description
Objective Increase sales through unique differentiator—interactive controller
Strategies Targeting casual gamers
Avoid graphics war with Microsoft and Sony
Marketing Mix Compelling product
User-friendly price
Familiar distribution channels
Promotion emphasizing unique controller
Implementation $200M in marketing costs
© Stephan Sorger 2015: Marketing Fund., Ch. 1; Planning Process; 1