1. Developing and Enacting Strategic Marketing Plans and Amplifying Your Responsibility as a Middle Marketing Manager Lindell’s Notes L.P. Chew BA 315 Chapter 2 supplement to assist you in PORTFOLIO PLANNING AND ANALYSIS

2. Copyright Atomic Dog Publishing, 2002 Objectives-BA 315 Cpt. 2 Sup To define strategic planning and consider its importance for marketing To describe thoroughly each of the steps in the strategic planning process; defining organizational mission, establishing strategic business units, setting marketing objectives, performing situation analysis, developing marketing strategy, implementing tactics, and monitoring results To show how a strategic plan may be devised and applied We will focus on your responsibility as a product (middle marketing) manager

3. Copyright Atomic Dog Publishing, 2002 Strategic Planning is Critical A strategic business plan describes the overall direction an organization will pursue within its environment and also guides the allocation of resources. It provides the logic that integrates the perspectives of functional departments and operating units, and points them all in the same direction. A strategic marketing plan outlines the actions necessary, who is responsible, when and where they will be completed, and how they will be coordinated. A marketing plan is carried out within the context of a firm’s broader strategic business plan.

4. Copyright Atomic Dog Publishing, 2002 The Strategic Planning Process 1. Defining Organizational Mission 2. Establishing SBUs 3. Setting Marketing Objectives 4. Performing Situation Analysis 5. Developing Marketing Strategy 6. Implementing Tactical Plans 7. Monitoring Results Feedback

5. Copyright Atomic Dog Publishing, 2002 Step One in the Strategic Planning Process 1. Define Organizational Mission 1. Defining Organizational Mission Defining the organizational mission refers to a long-term commitment to a type of business and a place in the market. It “describes the scope of the firm and its dominant emphasis and values,” based on a firm’s history, current management preferences, resources, and distinctive competence, and on environmental factors. Lindell says bedistinct, motivating and feasible!!

6. Copyright Atomic Dog Publishing, 2002 Step Two in the Strategic Planning Process 2. Establishing SOA’s & SBUs First - STRATEGIC OPERATING AREAS, then - STRATEGIC BUSINESS UNITS Each of a firm’s Strategic Business Units (SBU ) has six attributes: A specific target market Its own senior marketing executive Control over its resources Its own marketing strategy with distinct differential advantages Clear-cut competition

7. Copyright Atomic Dog Publishing, 2002 Step Three in the Strategic Planning Process 3. Setting Marketing Objectives Marketing objectives establish the firm’s goals for each SBU. Objectives are described in both quantitative terms (dollar sales, percentage profit growth, and market share), and qualitative terms (image, level of innovativeness, and industry leadership role). Without clearly identified objectives, firms often fail.

8. Copyright Atomic Dog Publishing, 2002 Step Four in the Strategic Planning Process 4. Performing Situation Analysis The situation analysis Lindell suggests plus, minus & interesting rather than SWOT Internal factors include: Strengths Weaknesses External factors include: Opportunities Threats Continuous review of a firm’s market position.

9. Copyright Atomic Dog Publishing, 2002 Step Five in the Strategic Planning Process 5. Developing Marketing Strategy A marketing strategy outlines the way in which the marketing mix is used to attract and satisfy the target market. A separate strategy is necessary for each SBU. Four strategic planning approaches are: Product/Market Opportunity Matrix Boston Consulting Group Matrix General Electric Business Screen Porter Generic Strategy Model

10. Copyright Atomic Dog Publishing, 2002 The Product/Market Opportunity Matrix (Product/Market Expansion Grid) The product/market opportunity matrix identifies four alternative marketing strategies to maintain and/or increase sales of business units and products: market penetration, market development, product development, and diversification.

11. Copyright Atomic Dog Publishing, 2002 Product/Market Opportunity Matrix (1) Market Product New Present New Market Penetration Strategy Market Development Strategy Product Development Strategy Diversification Strategy

12. Copyright Atomic Dog Publishing, 2002 Product/Market Opportunity Matrix (2) Market Product New Present New Expand sales of present products in current market by pricing, promotion, and distribution strategies Seek greater sales of present products from new markets or new uses Develop new or modified products to appeal to present market Develop new products aimed at new markets

13. Copyright Atomic Dog Publishing, 2002 DIVERSIFICATION In diversification, a firm becomes involved with new products aimed at new markets. The products may be new to the industry or to the company. Distribution and promotion orientations are different from those traditionally used by the firm. HORRIZONTAL VERTICAL CONCENTRIC CONGLOMERATE

14. Copyright Atomic Dog Publishing, 2002 The Boston Consulting Group Matrix The Boston Consulting Group matrix lets a firm classify each SBU in terms of market share relative to key competitors and annual industry growth. LINDELL SAY’S 10% a QUESTION MARK, A WILDCAT & A PROBLEM CHILD ARE THE SAME!!!!!!

15. Copyright Atomic Dog Publishing, 2002 Boston Consulting Group Matrix (1) ?? Relative Market Share Industry Growth Rate HighLow High

16. Copyright Atomic Dog Publishing, 2002 ? Relative Market Share Industry Growth Rate H HL L Intensify Marketing Efforts to Increase Share Intensify Marketing Efforts or Leave Market Use Profits to Aid Growing SBUs, Maintain Position Reduce Efforts or Divest Boston Consulting Group Matrix (1)

17. Copyright Atomic Dog Publishing, 2002 A dog is an SBU with limited sales (low market share) in a mature or declining industry (low growth). Make it prosper!!??

18. Copyright Atomic Dog Publishing, 2002 Invest in your people Do not price on the high end Stress quality Liberal terms of sale Strong warrentees Marketing person in charge A POSITIVE CASH GENERATOR reference Lindell’s Maytag example

19. The General Electric Business Screen WHAT DO YOU DO WHEN YOU SEE A YELLOW LIGHT??!!. The General Electric business screen categorizes SBUs and products in terms of industry attractiveness and company business strengths

20. Copyright Atomic Dog Publishing, 2002

21. Cost Leadership Strategy Differentiation Strategy Cost Focus Strategy Differentiation Focus Strategy The Porter Generic Strategy Model Competitive Advantage Competitive Scope Broad Target Narrow Target Lower Cost Differentiation

22. Copyright Atomic Dog Publishing, 2002 The Porter Generic Strategy Model Competitive scope (broad or narrow target). Competitive advantage (lower cost or differentiation).. Cost leadership —broad market and low cost position. Differentiation —large market and unique strategy..Focus —narrow target segment and either low cost position or a unique strategy. Cost leadership and differentiation strategies are alternatives for large firms; a focus strategy is available to smaller firms.

23. Copyright Atomic Dog Publishing, 2002 Step Six in the Strategic Planning Process 6. Implementing Tactical Plans A tactical plan specifies the short-run actions (tactics) that a firm undertakes in implementing a given marketing strategy. It has three basic elements: Specific Tasks Time Frame Resource Allocation Think of an ad campaign of 14 weeks or a six week new product introduction

24. Copyright Atomic Dog Publishing, 2002 Step Seven in the Strategic Planning Process 7. Monitoring Results Monitoring results compares the actual performance of a firm, SBU, or product against the planned performance for a specified period. Successful companies often employ the following strategies to assure success: Continuous monitoring of performance Regular use of proper strategy adjustments Maintenance of a customer-oriented focus Stressing positive written and oral communication among employees and channel members.

25. Copyright Atomic Dog Publishing, 2002 Lindell’s We defined strategic planning and considered its importance for marketing.. We describes each of the steps in the strategic planning process. We described how a strategic plan may be devised and planned. We agressively applied SOA and SBU analysis Examples: Warner Lambert, Boeing, RCA Summary

26. Copyright Atomic Dog Publishing, 2002

27. GO FOR IT! YOU ARE GROUP PRODUCT MANAGER. NOW DO YOUR THINK TO COMPLEMENT THE OVERAL MISSION AND GOALS OF YOUR ORGANIZATION. OPPORTUNITY IS NOW HERE!!! LPC1@UMSL.EDU