1 Marketing Plan Project Portland State University Working With Customers For Business Minors Winter Quarter 2007

2 Marketing Planning: The Basics for Strategy and Tactics  Planning: Process of anticipating future events and conditions and of determining the best way to achieve organizational goals  Marketing planning: Implementing planning activities devoted to achieving marketing objectives

3 Organizational Planning  Why are we in business? – Vision, Mission  How do we do business? – Values, Climate, Culture  Where are we now? – SWOTs, Competition, Constraints  Where do we want to be? - Strategies  How do we get there? – Tactics, Resources  How do we know we’ve arrived? – Budgets, Controls, Reports, Milestones Addendum Chapter 22, P.672 Gap Analysis

4 Marketing Plan Overview  Creating an Effective Marketing Plan – text PP  Sample Marketing plan “Blue Sky Clothing, Inc.” Text PP.69-75

5 Marketing Plan Components Refer to “The Strategic Planning Process” in the addendum [black and white pages in the back of the book] – Chapter Three, PP.61 – 79.

6 Organization’s Mission – P.61  Refers to a long-term commitment to a type of business and a place in the market  Can be expressed in terms of: Customer groups served Goods/Services offered Functions performed Technologies Utilized  “Brief enough to fit on a T-Shirt” [Main text Chapter Two, P.42]

7 Marketing Objectives – P.63  Set in Quantitative and Qualitative terms  Examples Customer loyalty Growth [units, dollars, profit] Market leadership Increased market share

8 Situation Analysis – SWOTs – P.64  Strengths  Weaknesses  Opportunities  Threats [Also see main text, Chapter Two, P.47]

9  SWOT Analysis

10 Develop a Marketing Strategy  Overall, a companywide program for selecting a particular target market and then satisfying consumers in that market through the marketing mix - product, distribution, promotion, and price.  Compare to competitors  Describe in terms of: market penetration, market development, product development, or diversification  Describe products as: Star, Cash Cow, Question Mark, or Dog  Describe in terms of: invest/grow, selectivity/earnings, or harvest/divest  Describe in terms of: price leadership, product differentiation, product leadership, or following in price/product.

11 Marketing Strategy – PP  Product/Market Opportunity Matrix Market Penetration Market Development Product Development Diversification  Boston Consulting Group Matrix  General Electric Business Screen  Porter Generic Strategy Model

12 Tactical Marketing Plans – Details on Instructor’s Web Site, Word Document  Market Structure  Competitive Analysis  Target Markets/Target Customers  Product Line  New Products & Marketing Research  Pricing Strategy and Tactics  Promotional Plans Advertising Plans Promotional Plans  Distribution Plans  Marketing Staff  Marketing Budgets  Sales Plan  Supporting Documents

13  Target Market Group of people toward whom the firm decides to direct its marketing efforts

14 Competitive Political – Legal Economic Technological Social – Cultural The Marketing Environment – Marketing Concerns

15 Distribution Strategy Distribution Strategy Planning that ensures that consumers find their products in the proper quantities at the right times and places. Physical Distribution  Modes of transportation  Warehousing  Inventory control  Order processing Marketing Channels  Retailers  Wholesalers Marketing Mix Variables

16 Monitoring Results Plan  Benchmarking  Customer Satisfaction Research  Marketing Cost Analysis  Sales Analysis  Marketing Audit Addendum Chapter 22, PP