1. Marketing Planning
Lecture 2

2. Strategic Planning
“The process of developing and maintaining a strategic fit between the organisation’s goals and capabilities and its changing marketing opportunities”

3. Market Analysis, Planning, Implementation & Control

4. Different Types of Plan
The Annual Plan
Short-term, describing the company’s current situation, its objectives, the strategy, action programme and budgets for the year ahead, and controls.
The Long-Range Plan
Describes the principal factors and forces affecting the organisation during the next several years, including long-term objectives, strategies and the resources required.
The Strategic Plan
Describes how a firm will adapt to take advantage of opportunities in its constantly changing environment.
Maintains a strategic fit between the firm’s goals and capabilities and its changing market opportunities.

5. Planning Process Analysis Planning Implementation Control
Company situation, opportunities, environmental analysis.
Planning
Decisions regarding business units, emphasis upon products and brands.
Implementation
Plans actioned
Control
Measurement and evaluation of plans and activities.
Corrective action where necessary.

6. Strategic Plan Outline
Establish overall objective and mission
Organisational audit
Competitor analysis
Macro-environmental analysis
SWOT analysis
Marketing plan covering different products and brands
Operational plans

7. The Mission
A statement of the organisation’s purpose and what it wants to accomplish and should be market-oriented.
Missions should be:
Realistic
Specific
Based on distinctive competencies
Motivating and inspirational

8. Whose Mission Statements?
‘to organize the world’s information and make it universally accessible and useful’. ______
‘to inspire and nurture the human spirit— one person, one cup, and one neighbourhood at a time.’ ______
‘to provide a global trading platform where practically anyone can trade practically anything.’ ______
‘to build a place where people can come to find and discover anything they might want to buy online.’ ______
‘to be our customer's favorite place and way to eat and drink.‘__________ (then goes to values)

9. Whose Principles?
As an international business we are fully aware of our size and presence in the public eye. We respect cultural variety and recognise differences in values and traditions. Our work is a reflection of our Company Principles and Code of Conduct.
Customer satisfaction is our primary goal.
Outstanding value for money defines our market position.
We grow through expansion and continuous improvement in our stores.
As a retail multiple, we follow a systematic approach.
Efficient decision making and simple working practices ensure our success.
We comply with applicable law and internal guidelines.
In conducting our daily business, we assume economic, social and environmental responsibility.
It is our duty to be fair to everyone in our Company.
We respect and support each other.
We honour our agreements and believe in trust.
Praise, recognition and constructive criticism shall determine our working atmosphere.
We surround ourselves with ‘strong’ employees – with support through deputies assured in all areas

10. Critical Questions for Mission evelopment
What business are we in?
Who are our customers?
What are we in business for?
What sort of business are we?

11. Strategic Objectives Clearly defined objectives need to be formulated
Objectives should be prioritised into a hierarchy of objectives
Objectives should be measurable

12. [Internal & External Audit]
Strategic Audit
[Internal & External Audit]
External Audit
reviews the macro-environment
Internal Audit
Examines all aspects of the company.
Michael Porter’s ‘Value Chain’ which includes ‘inbound logistics’ (e.g. procurement, operations and production) and ‘outbound logistics’ (e.g. sales, marketing and customer service)
Financial Management Reports (e.g. P&L Statement

13. Strategic Audit

14. The SWOT Analysis Strengths and Weaknesses Opportunities Threats
List the most critical and grade them
Opportunities
Economic climate
Demographic changes
Market dynamics
Technology
Threats
Assessed in terms of likelihood and potential damage
Competitive activity
Channel pressure
Politics

15. Business Portfolio Analysis
Talking about the collection of businesses and products that make up the company
Portfolio Analysis:
Step 1: Analyse the current business portfolio
Step 2: Shape the future business portfolio

16. The BCG Growth-Share Matrix

17. GE’s Strategic Business-Planning Grid

18. Developing Strategies
Market Penetration
Market Development
Diversification

19. Developing Growth Strategies Ansoff’s Product / Market Expansion Grid

20. Examples?
Existing
Products
New

21. Marketing Planning
Marketing plays a key role in the strategic planning process
Marketing must work with other functions to develop a system of plans that will best accomplish the firm’s overall objectives and achieve customer satisfaction

22. Current marketing situation
The Marketing Plan
Executive summary
Current marketing situation
SWOT analysis
Objectives and issues
Marketing strategy
Action programmes
Budgets
Controls

23. Implementation
About turning marketing strategies into marketing actions:
The action programme
The organisation structure
The company’s decision-and-reward systems
Human resources planning
The company culture

24. The Control Process