Chapter 2 Marketing strategic planning
Marketing strategic planning
it is more important to do what is strategically right than what is immediately profitable3>.
The learning objectives:
What is strategy?
what is strategic planning?
The logics by which the business unit hopes to achieve its marketing objectives.
What ‘s the difference between the strategies and the tactics?
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.
Steps in strategic planning
Mission----objectives and goals business
portfolios-----planning,marketing and other functional strategies
The organization’s purpose---- what it wants to accomplish in the
The collection of business and products that make up the company.
Strategic business unit (SUB)
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.
Tools for business portfolios
1.Growth-share matrix (Boston Consulting Group Approach)
2.The General Electric Approach
1.analyzing marketing opportunities
2.selecting target markets
3.developing the marketing mix
4.Managing the marketing effort.
Dividing a market into distinct groups of buyers on the basis of needs,characteristics, or behaviors who might require separate products or marketing mixes.
A group of consumers who respond in a similar way to a given set of marketing effort.
The process of evaluating each market segment’s attractiveness and selecting one or more segment to enter.
Arranging for a product to occupy a clear,distinctive, and desirable place relative to competing products in the minds of target consumers.
4C’s---customer solution.customer cost, convenience, communication
Managing the marketing effort
Marketing analysis Marketing planning Implementation
1.reading material:P63—P66, P70 2.Page 38,79