1. Marketing Strategy and the Marketing Plan5
Marketing Strategy and the Marketing Plan

2. 5 Objectives Marketing Strategy and the Marketing Plan
1. Explain the importance of strategic orientation for marketing.
2. Show the connection between organization strategy and marketing strategy.
3. Show the connection between marketing strategy and marketing plan.
4. Show that a marketing plan should be based on a good analysis of the character of the external environment.
5. Discuss in detail the steps in the marketing planning process.
6. Explain the connection between the marketing plan and the marketing mix
7. Describe how the elements of the marketing mix can be combined to produce synergistic effects.
5-1

3. An Overview of the Strategy and Marketing Planning Process5
Marketing Strategy and the Marketing Plan
Figure 5.1
An Overview of the Strategy and Marketing Planning Process
Develop
corporate strategy.
Develop
marketing strategy.
Develop
marketing plan.
5-2

4. 5
Marketing Strategy and the Marketing Plan
Corporate Strategy
The overall purpose and direction of the organization that is established in the light of the challenges and opportunities found in the environment, as well as available organizational resources.
5-3

5. Stages in Formulating a Strategy for the Company as a Whole5
Marketing Strategy and the Marketing Plan
Figure 5.2
Stages in Formulating a Strategy for the Company as a Whole
Analyze
market and
environmental
opportunities
and threats.
Analyze
business
strengths and
weaknesses.
Generate
objectives
and strategy.
Evaluate
objectives
and strategy.
Plan
implementation
and control
programs.
Develop marketing strategy and strategies for other functions of the business.
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6. Example of an Organizational Mission Statement5
Marketing Strategy and the Marketing Plan
Table 5.1
Example of an Organizational Mission Statement
The Gillette Company is a globally focused consumer products
marketer that seeks competitive advantage in quality, value-
added personal care and personal use products. We are
committed to building shareholder value through sustained
profitable growth.
Our Vision
The Gillette Company’s Vision is to build Total Brand Value by innovating
to deliver consumer value and customer leadership faster, better, and
more completely than our competition. This Vision is supported by two
fundamental principles that provide the foundation for all of our activities:
Organizational Excellence and Core Values.
Source: Used with permission from the Gillette Web site, “Our Vision”, page ( vision.asp). Downloaded November 8, 2002.
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7. 5
Marketing Strategy and the Marketing Plan
Marketing Strategy
A strategy that focuses on developing a unique long-run competitive position in the market by assessing consumer needs and the firm’s potential for gaining competitive advantage.
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8. The Strategic Marketing Planning Process5
Marketing Strategy and the Marketing Plan
The Strategic Marketing Planning Process
1. Input from Corporate Strategies
2. Situation Analysis
3. Marketing Objectives and Strategies
4. Marketing Plan
5. Implementation and Control
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9. 5
Marketing Strategy and the Marketing Plan
Situation Analysis
Considering the internal circumstances of the organization or product, the external environment, competitive activity, and characteristics of the customer that may be relevant to the marketing plan.
5-8

10. Marketing Objectives and Strategy5
Marketing Strategy and the Marketing Plan
Marketing Objectives and Strategy
Flow from the situation analysis. They are a statement of what the organization intends to accomplish with its marketing program and the general approach it will take.
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11. 5
Marketing Strategy and the Marketing Plan
Marketing Plan
A specific detailed statement of how the marketing mix will be used to realize the marketing strategy.
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12. Implementation and Control5
Marketing Strategy and the Marketing Plan
Implementation and Control
Consist of putting the marketing plan into action as well as doing ongoing monitoring and gathering feedback on how ell the plan is accomplishing the stated marketing program.
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13. 5
Marketing Strategy and the Marketing Plan
Product Portfolio
The complete collection of products or services that a company produces.
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14. BCG Growth - Share Matrix5
Marketing Strategy and the Marketing Plan
BCG Growth - Share Matrix
Figure 5.4
Source: The Boston Consulting Group. Reprinted with permission
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15. General Electric’s Business Screen5
Marketing Strategy and the Marketing Plan
Figure 5.5
General Electric’s Business Screen
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16. 5
Marketing Strategy and the Marketing Plan
SWOT Analysis
The combined summary of the internal analysis and the environmental analysis. Stands for: Strengths, Weaknesses, Opportunities, and Threats.
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17. 5
Marketing Strategy and the Marketing Plan
Positioning Analysis
Identifying brands in each segment and how they differ from each other.
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18. 5 Customer Analysis 1. Who are our actual and potential customers?
Marketing Strategy and the Marketing Plan
Customer Analysis
1. Who are our actual and potential customers?
2. Why do they buy our product?
3. Why do non customers not buy our products?
4. Where do our customers buy our products?
5. How do they buy it?
6. When do they buy it?
7. What do they do with our product?
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19. Positioning Map for Business Desktop Microcomputer Segment5
Marketing Strategy and the Marketing Plan
Figure 5.6
Positioning Map for Business Desktop Microcomputer Segment
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20. Developing a Competitive Strategy5
Marketing Strategy and the Marketing Plan
Developing a Competitive Strategy
1. Who are our competitors?
2. What is their strategy?
3. Should we compete?
4. If so, in what markets?
5. How?
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21. Product-Market Growth Matrix5
Marketing Strategy and the Marketing Plan
Figure 5.7
Product-Market Growth Matrix
PRODUCT
MARKET
Present
New
Present
Penetration
Product
development
New
Market
development
Diversification
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22. Marketing Planning Model Based on Environmental Antecedents (1 of 3)5
Marketing Strategy and the Marketing Plan
Table 5.2
Marketing Planning Model Based on Environmental Antecedents (1 of 3)
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23. Marketing Planning Model Based on Environmental Antecedents (2 of 3)5
Marketing Strategy and the Marketing Plan
Table 5.2
Marketing Planning Model Based on Environmental Antecedents (2 of 3)
5-21b

24. Marketing Planning Model Based on Environmental Antecedents (3 of 3)5
Marketing Strategy and the Marketing Plan
Marketing Planning Model Based on Environmental Antecedents (3 of 3)
Table 5.2
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25. The Strategic Marketing Planning Process5
Marketing Strategy and the Marketing Plan
Figure 5.8
The Strategic Marketing Planning Process
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26. 5
Marketing Strategy and the Marketing Plan
Marketing Mix
The blending of the four elements of marketing to satisfy chosen consumer segments.
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27. 5 The Marketing Mix Marketing Strategy and the Marketing Plan
Figure 6.9
Products
Mix Elements
Pricing
Consumers
Marketing
research
Buyer needs
in a market
segment
Communication
Distribution
Service/
convenience
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28. 5
Marketing Strategy and the Marketing Plan
Product Management
Decisions about what kind of product is needed, its uses, package design, branding, trademarks, warranties, guarantees, product life cycles, and new product development.
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29. 5
Marketing Strategy and the Marketing Plan
Pricing
The methods of setting competitive, profitable, and justified prices.
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30. 5
Marketing Strategy and the Marketing Plan
Distribution
The selection and management of marketing channels and the physical distribution of goods.
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31. 5
Marketing Strategy and the Marketing Plan
Marketing Channels
The steps or handling organizations that a good or service goes through from producer to final consumer.
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32. 5
Marketing Strategy and the Marketing Plan
Communication
Personal selling, advertising, sales, promotion, and publicity.
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33. The Role of the Marketing Manager5
Marketing Strategy and the Marketing Plan
The Role of the Marketing Manager
Figure 5.10
Strategies,
Objectives, and
Resources
of the Organization
Components of
the Marketing
Environment
1. The social
environment and
behaviour of consumers
2. The economic
environment
3. The competitive
4. The legal
5. The technological
Marketing
Mix Elements
1. Product of service
decisions
2. Pricing decisions
3. Distribution decisions
4. Communication
Marketing Plan
A unique blend of
marketing elements
related to one another
and the forces bearing
on the organization
Manager
External Factors
Internal Factors
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