1. Marketing & Strategy
Chapter 2

2. Strategic Planning What is it? Why is it important?
“The managerial process of creating and maintaining a fit between organizational objectives and resources, and the evolving market opportunities”
Why is it important?

3. Strategic Planning & Marketing
Mission Statement
Situation Analysis
Objectives
Marketing Strategy
Planning
Market planning
Market plan

4. The Strategic Planning Process
Define the Business’ Mission
Conduct a Situation Analysis
Establish Marketing Plan Objectives
Determine Competitive Advantage
Evaluate Strategic Alternatives
Describe Target Market
Adjust Marketing Mix
Follow-up

5. Define the Business’ Mission
Mission statement
What does it do?
Examples:
Profit v. Nonprofit companies
Three organization levels
Corporate
Business unit
Functional

6. Conduct a Situation Analysis
Environmental Scanning
SWOT Analysis

7. Establish Marketing Plan Objectives
What are you wanting to accomplish?
Marketing objectives
Realistic
Measurable
Time specific
Benchmarked

8. Determine Competitive Advantage
Competitive Advantages
Three basic types
Cost leadership
Differentiation
Niche
Sustainable competitive advantage

9. Evaluate Strategic Alternatives
Market-Product Analysis
Market penetration
Product development
Market development
Diversification

10. Evaluate Strategic Alternatives?
BCG Analysis
Two dimensions
Four classifications
Cash Cows
Stars
Question marks
Dogs
Source:

11. Evaluate Strategic Alternatives
Four strategies
Build
Hold
Harvest
Divest
Source: cocacolasabco.com
Source:

12. Describe Target Market
Market Strategy
How can we segment?

13. Adjust Marketing Mix
Product
Price
Place
Promotion

14. Following Up
Implementation
Evaluation
Control