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Marketing Planning Process

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Sushant Murarka
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Marketing Planning Process Prepared By: Ashish Manchanda (07337) Binita Vaidya (07340) MBA - Term II KUSOM
Preview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Planning Process ,[object Object],[object Object],[object Object]
Steps in the Planning Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning at Different Levels of an Organization Corporate Planning Division Planning Business Unit Planning Product Planning Organizing Implementing Measuring Results Diagnosing Results Taking Corrective Action Planning Implementing Controlling
Corporate & Division Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Defining the Corporate Mission ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Defining the Business ,[object Object],Company Product Definition Market Definition Missouri-Pacific Railroad We run a railroad. We are a people-and-goods mover. Xerox We make copying equipment. We help improve office productivity. Standard Oil We sell gasoline. We supply energy. Colombia Pictures We make movies. We market entertainment.
Establishing Strategic Business Units ,[object Object],[object Object],[object Object],[object Object],[object Object]
Assessing Growth Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Intensive Growth ,[object Object],Current Products New Products Current Markets 1. Market-Penetration Strategy 3. Product-Development Strategy New Markets 2. Market-Development Strategy (Diversification Strategy)
Intensive Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrative Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Diversification Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Unit Strategic Planning Business Mission SWOT Analysis Goal Formulation Strategy Formulation Program Formulation Implementation Feedback & Control
Business Statement ,[object Object],[object Object],[object Object]
Goal Formulation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy Formulation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Program Formulation & Implementation ,[object Object],[object Object]
Product Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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Marketing Planning Process

  • 1. Marketing Planning Process Prepared By: Ashish Manchanda (07337) Binita Vaidya (07340) MBA - Term II KUSOM
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  • 5. Planning at Different Levels of an Organization Corporate Planning Division Planning Business Unit Planning Product Planning Organizing Implementing Measuring Results Diagnosing Results Taking Corrective Action Planning Implementing Controlling
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  • 15. Business Unit Strategic Planning Business Mission SWOT Analysis Goal Formulation Strategy Formulation Program Formulation Implementation Feedback & Control
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