1. Copyright © 2003 Prentice-Hall, Inc. 1 Chapter 2 Developing Marketing Strategies & Plans Francis Piron Qatar University Spring 2006

2. Copyright © 2003 Prentice-Hall, Inc. 2 Kotler on Marketing It is more important to do what is strategically right than what is immediately profitable.

3. Copyright © 2003 Prentice-Hall, Inc. 3 In this chapter, we examine the following questions: Chapter Objectives How is strategic planning carried out at the corporate & division levels? How is planning carried out at the business unit & at the product levels? What are the major steps in the mktg process? What does a mktg plan include?

4. Copyright © 2003 Prentice-Hall, Inc. 4 Strategic Planning: Three Key Areas & Four Organization Levels

5. Copyright © 2003 Prentice-Hall, Inc. 5 Planning Process in Qatar Petroleum

6. Copyright © 2003 Prentice-Hall, Inc. 6 Corporate & Division Strategic Planning All corporate headquarters undertake four planning activities Defining the Corporate MissionCorporate Mission Establishing Strategic Business Units (SBUs)) Assigning resources to each SBU Planning new businesses, downsizing, or terminating older businesses

7. Copyright © 2003 Prentice-Hall, Inc. 7 The Boston Consulting Group’s Growth-Share Matrix

8. Copyright © 2003 Prentice-Hall, Inc. 8 Can you give an example of a “Star” that skipped “Cash Cow”, and went straight to “Dog” status?

9. Copyright © 2003 Prentice-Hall, Inc. 9 Market Attractiveness-Competitive-Position Portfolio Classification and Strategies

10. Copyright © 2003 Prentice-Hall, Inc. 10 Three Intensive Growth Strategies: Ansoff ’ s Product- Market Expansion Grid

11. Copyright © 2003 Prentice-Hall, Inc. 11 Business Unit Strategic Planning Business Mission SWOT Analysis External Environment Analysis (Opportunity and Threat Analysis) Internal Environment Analysis (Strengths & Weaknesses)

12. Copyright © 2003 Prentice-Hall, Inc. 12 Give some examples of companies that have grown to dominate their market segment by using technology to make buying opportunities more convenient and efficient.

13. Copyright © 2003 Prentice-Hall, Inc. 13 Product Planning: The Nature and Contents of a Marketing Plan Contents of the Marketing Plan Executive Summary Current Marketing Situation Opportunity and issue analysis Objectives Marketing strategy Action programs Financial projections Implementation controls