"Sample Tactical Marketing Plan - PowerPoint"
Marketing Plan Project Portland State University Working With Customers For Business Minors Winter Quarter 2007 1 Marketing Planning: The Basics for Strategy and Tactics Planning: Process of anticipating future events and conditions and of determining the best way to achieve organizational goals Marketing planning: Implementing planning activities devoted to achieving marketing objectives 2 Organizational Planning Why are we in business? – Vision, Mission How do we do business? – Values, Climate, Culture Where are we now? – SWOTs, Competition, Gap Constraints Analysis Where do we want to be? - Strategies How do we get there? – Tactics, Resources How do we know we’ve arrived? – Budgets, Controls, Reports, Milestones Addendum Chapter 22, P.672 3 Marketing Plan Overview Creating an Effective Marketing Plan – text PP.62-75 Sample Marketing plan “Blue Sky Clothing, Inc.” Text PP.69-75 4 Marketing Plan Components Refer to “The Strategic Planning Process” in the addendum [black and white pages in the back of the book] – Chapter Three, PP.61 – 79. 5 Organization’s Mission – P.61 Refers to a long-term commitment to a type of business and a place in the market Can be expressed in terms of: Customer groups served Goods/Services offered Functions performed Technologies Utilized “Brief enough to fit on a T-Shirt” [Main text Chapter Two, P.42] 6 Marketing Objectives – P.63 Set in Quantitative and Qualitative terms Examples Customer loyalty Growth [units, dollars, profit] Market leadership Increased market share 7 Situation Analysis – SWOTs – P.64 Strengths Weaknesses Opportunities Threats [Also see main text, Chapter Two, P.47] 8 SWOT Analysis 9 Develop a Marketing Strategy Overall, a companywide program for selecting a particular target market and then satisfying consumers in that market through the marketing mix - product, distribution, promotion, and price. Compare to competitors Describe in terms of: market penetration, market development, product development, or diversification Describe products as: Star, Cash Cow, Question Mark, or Dog Describe in terms of: invest/grow, selectivity/earnings, or harvest/divest Describe in terms of: price leadership, product differentiation, product leadership, or following in price/product. 10 Marketing Strategy – PP.65 - 72 Product/Market Opportunity Matrix Market Penetration Market Development Product Development Diversification Boston Consulting Group Matrix General Electric Business Screen Porter Generic Strategy Model 11 Tactical Marketing Plans – Details on Instructor’s Web Site, Word Document Market Structure Promotional Plans Competitive Analysis Advertising Plans Promotional Plans Target Markets/Target Customers Distribution Plans Product Line Marketing Staff New Products & Marketing Budgets Marketing Research Sales Plan Pricing Strategy and Supporting Tactics Documents 12 Target Market Group of people toward whom the firm decides to direct its marketing efforts 13 The Marketing Environment – Marketing Concerns Competitive Political– Legal Economic Technological Social – Cultural 14 Marketing Mix Variables Distribution Strategy Planning that ensures that consumers find their products in the proper quantities at the right times and places. Physical Distribution Modes of transportation Warehousing Inventory control Order processing Marketing Channels Retailers Wholesalers 15 Monitoring Results Plan Benchmarking Customer Satisfaction Research Marketing Cost Analysis Sales Analysis Marketing Audit Addendum Chapter 22, PP.679-689 16