MKTG101 Marketing Fundamentals
Week 3 Strategic and Marketing Planning
MKTG101 2005 Week 3
1
Strategic Marketing Planning
• This is a process of setting out the formal plans that are to be followed so that the desired outcomes may be achieved by the corporation in the longer term (1-2 years) • It is a STATEMENT of INTENT on the part of senior management – what steps the corporation intends to take to arrive at their desired end-point.
MKTG101 2005 Week 3 2
Strategic choice comes from...
• A Situation analysis:
– External Threats and Opportunities – Internal Strengths and Weaknesses
• Decision criteria:
– Longer term Vision/Mission/Objectives – Financial criteria surrounding the decision
MKTG101 2005 Week 3 3
The Strategy Hierarchy
Corporate Level Corporate Strategy • Mission and vision • Objectives • Business portfolio strategy • Resource development • Corporate values
Strategic Business Unit Level
SBU Strategy
Functional Level of Marketing Strategy SBU
Marketing objectives Product markets strategies
SBU Strategy • Business definition • Objectives • Product market portfolio • Competitive strategy • Resource allocation and management
R&D Strategy
Technology Product development
SBU Strategy
Production and operation strategy
Finance and administration Strategy
Human resources Strategy
4
MKTG101 2005 Week 3
Corporate, Business and Marketing Strategy Model
• Business portfolio • Capital investments and resource allocation • Corporate culture • Corporate structure
• Product/market portfolio • Resource allocation • Product-markets • Business culture • Strategic cost management • • • • • Markets Products and services Profit-yielding strategies Brand management Profit improvement
Corporate Strategy
• Building core competencies Focus Economic value added Shareholder Value
Business Strategy • Distinctive competencies • Developing competitive position • Competitive advantage Marketing Strategy • Developing market position • Customer satisfaction Focus Economic value added Business Value
Focus
Customer value creation, maintenance and defence
Customer Value
5
MKTG101 2005 Week 3
Steps in Strategic Planning
Corporate Level Defining the Organization Vision/Mission
Defining Organization Objectives and Goals Designing the Portfolio (mix of resources)
Organization Level
Planning, Marketing and Other Functional Strategies
MKTG101 2005 Week 3 6
Planning Q’ns and terms
• Vision: “What sort of organization do we want to become?”
• Mission: Why are we in business? • Objective: a shorter term goal answering the Mission and helping to achieve the longerterm Vision. Obj’s have both time and a value components – e.g.10% incr in Mkt Share in 12 months
MKTG101 2005 Week 3
7
Planning terms
• Strategy: a description of the method(s) the Org will attempt to achieve its objectives.
• Tactic: the short term application of the strategy – also known as ACTION plans – what is actually attempted to achieve Obj’s.
MKTG101 2005 Week 3 8
Marketing plan structure
Executive Summary
Situation Analysis
Action Plans/Programs
Objectives
Financial Analysis
Strategies
Monitoring & Assessment
MKTG101 2005 Week 3 9
Executive Summary
The marketing plan should open with a brief summary of the key points in the plan.
• This summary is aimed at senior management to enable them to grasp quickly the plan’s major thrust, its goals and recommendations.
• The summary should be no more than one page long.
MKTG101 2005 Week 3 10
Situation analysis
• Market analysis: key market characteristics e.g., share, size, structure, trends • Macro-environment: political, legal, economic, social, technical factors • Micro-environment: customers, suppliers, competitors, intermediaries
MKTG101 2005 Week 3 11
Situation analysis
After summarising the current marketing situation, the marketer proceeds to identify the major issues facing the product:
Internal
External
MKTG101 2005 Week 3
12
Objectives
After the marketer has summarised the issues involved with the product line, he or she must decide on the strategic plan’s objectives. Two conditions must be set when writing objectives :
Usually one sets:-
• A financial (eg ROI) condition and • A Marketing condition (eg Market share).
MKTG101 2005 Week 3 13
SMART Objectives
• • • • • Specific Measurable Achievable Realistic Timely
MKTG101 2005 Week 3
14
2 main components of Mktg strategy
• 1 Selecting the TARGET mkt by
– i) Segmenting; – ii) Targeting and – iii) Positioning
then
• 2 Creating the appropriate MKTG MIX to satisfy the N&W’s of the chosen target.
MKTG101 2005 Week 3
15
Stages in Target marketing
• Segmentation: the process of dividing a large, heterogeneous (made up of many DIFFERENT parts) group into more than one separate, more homogeneous (made up of very SIMILAR parts) groups
• Targeting: selecting the most important segment(s) • Positioning: the target market’s image of the marketing mix
MKTG101 2005 Week 3
16
Creating sustainable competitive advantage using…
Differentiation strategies – delivering perceived superior G&S to target mkt quality; features; brand name; after-sales service; other “mix” variables; Employing TQM strategies benchmarking; empowerment Innovation and creativity
MKTG101 2005 Week 3 17
“MIX” variables
• Product: The bundle of benefits offered to the customer
• Price: the things of value exchanged for the product
• Placement: distributing the product from point and time of production to point and time of consumption
• Promotion: communicating the marketer’s offer to the customer to solicit a purchase
Timetable: when each key activity in the plan will be completed
MKTG101 2005 Week 3 18
Business Portfolios
Market Growth Rate
High
Stars
Question Marks
?? ? ??
Cash Cows Dogs
Low
High
Low
The BCG Matrix
Relative Market Share
MKTG101 2005 Week 3 19
Ansoff’s Growth Vector Matrix
PRODUCTS / SERVICES
Present Present New Product / Service Development –
usually more R&D research & development into new G&S
MARKET
Market penetration
to move deeper into the present mkt by taking share from competitors
New
to get more people to enter the mkt & buy G&S
Market Development –
to move away from present situation
Diversification –
MKTG101 2005 Week 3
20
Action Programs
The marketing plan must specify the broad marketing programs designed to achieve the business objectives. The plan must explain the following in detail:
• • • • What will be done? When will it be done? Who will do it? How much will be spent?
MKTG101 2005 Week 3
21
Financial Analysis
Marketing uses the standard accounting tools employed by the organisation when assessing all marketing activity. • Projected profit-and-loss statement – Revenue: forecast sales volume in units and the average price. – Expenses: the cost of production, distribution and marketing, fixed cost allocations etc.
– Profit = Total revenue - total costs
MKTG101 2005 Week 3 22
Monitoring and Assessment
This section provides the measurements that will be used to control and evaluate the marketing strategies • Specify – Targets: what will be achieved
– Timing: when it will be achieved
– Criteria: how achievement of the plan meets the firm’s decision criteria
MKTG101 2005 Week 3 23