1. it is more important to do what is strategically right than what is immediately profitable.
Philip Kotler

2. The learning objectives:
What is strategy?
what is strategic planning?
Marketing Planning process

3. Strategy
The logics by which the business unit hopes to achieve its marketing objectives.

4. Discussion
What ‘s the difference between the strategies and the tactics?

5. Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities

6. Market-Oriented Strategic Planning
Objectives
Resources
Profit
and
Growth
Skills
Opportunities

7. Corporate Headquarters Planning
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to SBUs
Plan new business, downsize older businesses

8. The McKinsey 7-S Framework
Strategy
Structure
Systems
Skills
Shared
values
Staff
Style

9. The Value-Delivery Process
(a) Traditional physical process sequence
Make the product
Sell the product
Procure
Design
product
Make
Price
Sell
Advertise/
promote
Distribute
Service
(b) Value creation & delivery sequence
Choose the Value
Provide the Value
Communicate the Value
Strategic marketing
Tactical marketing

10. 2.Strategic planning
The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives,designing a sound business portfolios and coordinating functional strategies.

11. The Marketing Plan Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls

12. The Strategic-Planning Gap
Sales 10 5
Time (years)
Desired
sales
Strategic-
planning
gap
Diversification growth
Integrative growth
Intensive growth
Current
portfolio

13. Factors Influencing Company Marketing Strategy
Competitors
Marketing
intermediaries
Publics
Suppliers
Demographic/
economic
environment
Social/
cultural
Technical/
physical
Political/
legal
Marketing
information
system
planning
organization
organization and
implementation
Product
Promotion
Place
Price
Target
customers

14. Steps in strategic planning (page 48)
Mission----objectives and goals business portfolios-----planning,marketing and other functional strategies

15. mission
The organization’s purpose---- what it wants to accomplish in the larger environment.

16. Good Mission Statements:
Limited number of goals
Stress major policies & values
Define competitive scopes

17. The collection of business and products that make up the company.
Business portfolios
The collection of business and products that make up the company.

18. Strategic business unit (SBU)
a unit of company that has a separate mission and objectives and that can be planned independently from other company businesses,it can be a company division, a product line with a division, or sometimes a single product or brand.

19. Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
penetration
Existing
markets
products
3. Product
development
New
products
2. Market
development
New
markets
4. Diversification

20. The Boston Consulting Group’s Growth-Share Matrix
20%-
18%-
16%-
14%-
12%-
10%-
8%-
6%-
4%-
2%-
Market Growth Rate
Stars 5 4 3 ?
Question marks 2 1
Cash cow 6
Dogs 8 7
10x x 2x 1.5x 1x
Relative Market Share
.5x .4x .3x .2x .1x

21. Market Attractiveness: Competitive- Position Portfolio Classification
Strong
Medium
Weak
BUSINESS STRENGTH
1.00
2.33
3.67
5.00
MARKET ATTRACTIVENESS
5.00
3.67
2.33
1.00
Low
Medium
High
Clutches
Hydraulic
pumps
Joints
Flexible
diaphragms
Fuel
pumps
Aerospace
fittings
Relief
valve
Invest/grow
Selectivity/earnings
Harvest/divest

22. Opportunity Matrix 1 2 3 4 Success Probability Opportunities
High
Low
1. Company develops a more powerful lighting system
2. Company develops a device for measuring the energy efficiency of any lighting system
3. Company develops a device for measuring illumination level
4. Company develops a software program to teach lighting fundamentals to TV studio personnel 1 2
High
Attractiveness 3 4
Low

23. Probability of Occurrence
Threat Matrix
Threats
Probability of Occurrence
High
Low
1. Competitor develops a superior lighting system
2. Major prolonged economic depression
3. Higher costs
4. Legislation to reduce number of TV studio licenses 1 2
High
Seriousness 3 4
Low

24. 3.marketing process 1.analyzing marketing opportunities
2.selecting target markets
3.developing the marketing mix
4.Managing the marketing effort.

25. Strategic-Planning, Implementation, and Control Process
Corporate
planning
Division
Business
Product
Organizing
Implementing
Measuring
results
Diagnosing
Taking
corrective
action

26. Market Segmentation
Dividing a market into distinct groups of buyers on the basis of needs,characteristics, or behaviors who might require separate products or marketing mixes.

27. Market segment
A group of consumers who respond in a similar way to a given set of marketing effort.

28. Market targeting
The process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.

29. Marketing positioning
Arranging for a product to occupy a clear,distinctive, and desirable place relative to competing products in the minds of target consumers.

30. Marketing mix 4P’S----product,price,promotion,place
4C’s---customer solution.customer cost, convenience, communication

31. Managing the marketing effort
Marketing analysis
Marketing planning
Implementation
control

32. Assignment
1.reading material:P63—P66, P70
2.Page 38,79