Step
in strategic Planning
Marketing has a role throughout the strategic
planning process.
Corporate Level
1. Decide
to the company mission
Form a mission
statement that is market oriented.
2. Set
Company objectives and goals
Each manager decide his
marketing objectives.
3. Design
the business Portfolio
Choose which businesses
to have in the company.
Business Units, Product and Marketing
Level
4. Planning
marketing and other functional strategies
Use input form
marketing and use it to support the marketing objectives.
Marketing Responsibilities
Marketing responsibilities, at the functional
levels, all part of the company have to work together to support its business
unit’s marketing strategies.
Managing Director
Research
and develop manager
What
products can we make?
What
innovation can be possible?
How
long will it take to develop a new product?
Product
Manager
What
fast can we make a product?
How
much will it cost?
How
reliable will it be?
How
many can we make?
Sales
Manager
Will
we be able to sell this product?
At
what the price?
How
and where should we sell it?
How
much can we sell in the future?
Will
we need more sales people?
Marketing
Manager
Who
are our customers?
What
do our customers want?
What
are their alternatives?
How
and when do they buy?
What
marketing mix will satisfy their needs and wants?
Finance
Manager
How
much will it cost to make our product?
How
much will we have to invest?
What
will we need to spend on promotion?
Can
we afford to reduce our prices?
Marco
and Micro of Marketing
Macro
Environment
·
Demographic-Economic Environment
·
Technological-Natural Environment
·
Political-Legal Environment
·
Social-Cultural Environment
Micro
Environment
·
Marketing Channel
·
Suppliers
·
Customers
·
Publics
Target
Customers
·
Product
·
Place
·
Promotion
·
Prices
The
four Marketing Activities
1. Marketing
Analysis
·
Identifying the target customers
·
Demand measurement and forecasting
·
Market segmentation
·
Market target
·
Market positioning
2. Marketing
Planning
·
Current marketing situation
·
Opportunities and issues(Strengths and
Weaknesses)
·
Financial and marketing objectives
·
Marketing strategies (Marketing Mix 4Ps)
·
Action program
·
Profit and loss forecast
·
Controls
3. Marketing
Implementation
·
Who will do each action?
·
When should they do it?
·
How and where?
·
Importance to have share values
·
Need a specific implementation plan
·
Everyone need to be involved
4. Marketing
controls and Interpretation
·
Setting goals
·
Measuring the performances
·
Evaluating the performances
·
Taking the corrective actions
Marketing
Analysis
Identifying
the target customers marketing analysis includes the on-going process of
understanding customer needs and wants.
Demand
measurement and forecasting
What
is the current size of the total market?
What
is the potential to grow?
What
will be the future size?
Market
Segmentation
Which
customers segments are most attractive?
What
does segment needs and wants?
What
does each segment look like?
Market
Targeting
Which
segment will we enter?
Which
segments do we have the capability to serve?
Which
segment or segments will be most profitable for us?
Market
Positioning
How
can we take a clear distinctive and desirable places in our target customer’s
minds?
What
is our competitive advantage?
How
will our product differ?
Can
we make the product differ as we say it will?
