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Developing Marketing Strategies and Plans

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Khawaja Naveed

Developing Marketing Strategies and Plans

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DEVELOPING MARKETING STRATEGIES & PLANS Company and Marketing Strategy: Partnering to Build Customer Relationships
[object Object],[object Object],[object Object],[object Object],The Nature of Strategic Planning
Strategic-Planning, Implementation, and Control Process Planning Measuring results Diagnosing results Taking corrective action Implementation Corporate planning Division planning Business planning Product planning Organizing Implementing Control
Four Steps of Organizational Strategic Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Business Units ,[object Object]
Characteristics of SBUs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning at Different Management Levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Three Levels of Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Three Levels of Planning ,[object Object]
The Value-Delivery Process (a) Traditional physical process sequence (b) Value creation & delivery sequence Sell the product Make the product Procure Design product Make Price Sell Advertise/ promote Distribute Service Choose the Value Provide the Value Tactical marketing Strategic marketing Communicate the Value
Strategic Planning at Co-operate Level ,[object Object],[object Object],[object Object]
Strategic Planning at Co-operate Level ,[object Object],[object Object]
Market-Oriented Mission ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Strategic Planning at Co-operate Level
 
Factors Influencing Company Marketing Strategy Target customers Competitors Marketing intermediaries Publics Suppliers Marketing information system Marketing planning system Marketing organization system Marketing organization and implementation Product Promotion Place Price Demographic/ economic environment Social/ cultural environment Technical/ physical environment Political/ legal environment
MARKETING PLANNING Company and Marketing Strategy: Partnering to Build Customer Relationships
The Business Portfolio ,[object Object],[object Object],[object Object],[object Object],[object Object]
BCG Growth Market Share Matrix ,[object Object],[object Object]
3-7 Stars Cash cows Dogs Question marks High Low High Low COMPANY’S MARKET SHARE INDUSTRY GROWTH RATE
Each Cell in the Grid BCG Growth Share Matrix ,[object Object],[object Object]
Each Cell in the Grid BCG Growth Share Matrix ,[object Object],[object Object]
SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analyzing the Current Business Portfolio ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing’s Role in Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Establish the Business Portfolio ,[object Object],[object Object],[object Object]
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy
Marketing Strategy ,[object Object],[object Object],[object Object],Strategy ,[object Object],[object Object],[object Object]
Marketing Strategy ,[object Object],[object Object],[object Object],Strategy ,[object Object],[object Object],[object Object]
Managing the Marketing Effort ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Functions
Managing the Marketing Effort ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Functions ,[object Object],[object Object],[object Object],[object Object]
Managing the Marketing Effort ,[object Object],[object Object],Marketing Functions ,[object Object],[object Object],[object Object],[object Object]
Managing the Marketing Effort ,[object Object],[object Object],Marketing Functions ,[object Object],[object Object],[object Object],[object Object]
Measuring Effectiveness ,[object Object],[object Object]
Levels of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Porter’s Generic Strategies ,[object Object],[object Object],[object Object]
 

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Developing Marketing Strategies and Plans

  • 1. DEVELOPING MARKETING STRATEGIES & PLANS Company and Marketing Strategy: Partnering to Build Customer Relationships
  • 2.
  • 3. Strategic-Planning, Implementation, and Control Process Planning Measuring results Diagnosing results Taking corrective action Implementation Corporate planning Division planning Business planning Product planning Organizing Implementing Control
  • 4.
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  • 10. The Value-Delivery Process (a) Traditional physical process sequence (b) Value creation & delivery sequence Sell the product Make the product Procure Design product Make Price Sell Advertise/ promote Distribute Service Choose the Value Provide the Value Tactical marketing Strategic marketing Communicate the Value
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.  
  • 16. Factors Influencing Company Marketing Strategy Target customers Competitors Marketing intermediaries Publics Suppliers Marketing information system Marketing planning system Marketing organization system Marketing organization and implementation Product Promotion Place Price Demographic/ economic environment Social/ cultural environment Technical/ physical environment Political/ legal environment
  • 17. MARKETING PLANNING Company and Marketing Strategy: Partnering to Build Customer Relationships
  • 18.
  • 19.
  • 20. 3-7 Stars Cash cows Dogs Question marks High Low High Low COMPANY’S MARKET SHARE INDUSTRY GROWTH RATE
  • 21.
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  • 25.
  • 26.
  • 27. Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
  • 28.
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