Marketing Plan and Marketing Mix

Strategic Planning: Three Key Areas
• Managing a Company’s businesses as an investment portfolio.
• Assessing each business strength by considering the market’s growth rate and a company’s position and fit in that market.
• Establishing a strategy for each business.

Corporate and Division Strategic Planning
• All corporate headquarters undertake four planning activities
– Defining the Corporate Mission
– Establishing Strategic Business Units (SBUs)
– Assigning resources to each SBU
– Planning new businesses, downsizing, or terminating older businesses

Three characteristics of a good mission statement • Focus on Limited number of goals
• Stress major policies and values the company wants to honor.
• Major competitive scope within which the company will operate.

Corporate and Division Strategic Planning
• Defining the Corporate Mission
– Mission statements define which competitive scopes the company will operate in
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Industry scope
Products and applications scope
Competence scope
Market-segment scope
Vertical scope
Geographical scope

The Boston Consulting Group’s Growth-Share
Matrix

Corporate and Division Strategic Planning
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Intensive Growth
Integrative Growth
Diversification Growth
Downsizing Older Businesses

Intensive Growth Strategies: Ansoff’s Product-Market Expansion
Grid

Business Unit Strategic Planning

Business Unit Strategic Planning
• SWOT Analysis
– External Environment Analysis (Opportunity and
Threat Analysis)
• Marketing Opportunity
– Buying opportunity more convenient or efficient
– Meet the need for more information and advice
– Customize an offering that was previously only available in standard form

Business Unit Strategic Planning
– Marketing Opportunity Analysis (MOA)
• Can the benefits be articulated to a target market?
• Can the target market be reached with cost-effective media and trade channels?
• Does the company have the critical capabilities to deliver the customer benefits?
• Can the company deliver