Presentation is loading. Please wait.

Presentation is loading. Please wait.

Market-Oriented Strategic Planning

Similar presentations

Presentation on theme: "Market-Oriented Strategic Planning"— Presentation transcript:

1 Market-Oriented Strategic Planning
Chapter 3 Winning Markets: Market-Oriented Strategic Planning Marketing Management Tenth Edition Philip Kotler

Mrs. REEM ABDUALRAHMAN ALALIANI In Collaboration with: Dr, Ayman Abdel Motti Suliman

3 Objectives Corporate and division strategic planing
Business unit planning The marketing process Product level planning The marketing plan

4 Market-Oriented Strategic Planning
Objectives Resources Skills Opportunities

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

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

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

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

9 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

10 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

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

12 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

13 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

14 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

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

16 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

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

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

19 Review Corporate and division strategic planing Business unit planning
The marketing process Product level planning The marketing plan

Download ppt "Market-Oriented Strategic Planning"

Similar presentations

Ads by Google