Post on 08-Apr-2018
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Developing Marketing
Strategies and Plans
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C orporate and Division Strategic
Planning
Corporate planning activates:
1. Defining C orporate mission
2. Establishing Strategic Business Units
3. Assigning resources to SBU4. Assessing growth opportunities
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Strategic Planning
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The managerial process of creating and maintaining a
fit between theorganizations objectives
and resources and evolving
market opportunities.
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The Strategic Planning, Implementation,and C ontrol Processes
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Business Unit StrategicPlanning
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C haracteristics of SBUs
It is a single business or collection of relatedbusinesses
It has its own set of competitorsIt has a leader responsible for strategicplanning and profitability
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The Business Unit Strategic Planning Process
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Defining the Business Mission
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A nswers the question,What business are we in
and where are we going?
Focuses on the market(s)rather than the good or service
Strategic Business Units mayalso have a mission statement
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G ood Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
Take a long-term view
Short, memorable, meaningful
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AMA s Mission Statement
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Pepsi C o s Mission Statement
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PepsiCos overall mission is to increase the value of our shareholders investment. We do this through salesgrowth, cost controls and wise investment of resources.
We believe our commercial success depends uponoffering quality and value to our consumers andcustomers; providing products that are safe, wholesome,economically efficient and environmentally sound; andproviding a fair return to our investors while adhering tothe highest standards of integrity.
http:\\www.pepsico.com
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Infosys Technologies Limited
To achieve our objectives in an environmentof fairness, honesty, and courtesy towardsour clients, employees, vendors, and societyat large.
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Biocon
To be an integrated biotechnology enterpriseof global distinction.
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eBay
W e help people trade anything on earth.
W e will continue to enhance the onlinetrading experiences of allcollectors,dealers, small businesses, unique itemseekers, bargain hunters, opportunitysellers, and browsers .
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Product Orientation vs. Market Orientation
Company Product Market
X erox W e make copyingequipment
W e improve officeproductivity
ColumbiaPictures
W e make movies W e entertainpeople
EncyclopediaBritannica
W e sell encyclopedias W e distributeinformation
Carrier W e make air conditionersand furnaces
W e provide climatecontrol insidehomes
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SWOT Analysis
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Identifying
internal strengths (S)and weaknesses (W)and also examining
external opportunities (O)and threats (T)
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SWOT Analysis
South- W estern College Publishing
S
WOT
Things the company does well.
Things the company does not do well.
Conditions in the external environment thatfavor strengths.
Conditions in the external environment thatdo not relate to existing strengths or favor areas of current weakness.
Internal
External
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SWOT Analysis
Production Costs
Marketing SkillsEmployee Capabilities
Financial Resources
A vailable Technology
Company/Brand Image
StrengthsStrengthsandand
WeaknessesWeaknessesIN TER NALIN TER NAL
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SWOT Analysis
OpportunitiesOpportunitiesA ndA nd
ThreatsThreatsEXTER NALEXTER NAL
Social
DemographicEconomic
Technological
Political/ L egal
Competitive
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G oal Formulation
The objectives can be;
Profitability, sales growth, marketingshare improvement, risk containment,innovation, reputation etc.
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G oal Formulation C riteria
1. They must be arranged Hierarchically,from the most to the least important
2. Objectives should be statedquantatively whenever possible
3. G oals should be realistic
4. Objectives must be consistent
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Strategic Formulation
1. Overall C ost Leadership
2. Differentiation
3. Focus
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Program Formulation
ABC (Activity-Based C ost) accountingshould be applied to each marketingprogram.
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ImplementationFeedback and C ontrol