Strategic marketing

Planning at Different Management Levels

Strategic Planning by Top Management
Strategic Planning Matches an Organization’s Resources and Capabilities to its Market Opportunities for Long-Term Growth and Survival.
Business Mission
SWOT Analysis
Organizational Goals & Objectives
Business Portfolio
Growth Strategies

Strategic Planning:
Define the Business Mission
What customers
should we serve?
How should we
develop the firm’s
capabilities?
What business
are we in?
What products &
benefits can we
create for our
customers?
A Mission Statement Describes the Organization's Overall Purpose

Mission Statement for AT&T
“We aspire to be the most admired and valuable company in the world. Our goal is to enrich our customers’ personal lives and to make their businesses more successful by bringing to market exciting and useful communications services, building shareowner value in the process.”
(www.att.com/factbook/co_mission.html)

Strategic Planning:
Evaluate the Environment: SWOT Analysis
SWOT Analysis
Assessment of Organization’s Internal &
External Environments
External Environment Identify Opportunities & Threats to a Firm From Consumers, Competitors, the Economy, etc.
Internal Environment
Identify Strengths & Weaknesses in Firm’s
Employees, Technologies,
Facilities, Finances, etc.

Strategic Planning:
Set Organizational Goals and Objectives
Objectives (Goals) are specific accomplishments or outcomes that an organization hopes to achieve by a specific time.
Direct outgrowth of the mission statement.
May relate to:
revenue/sales, profitability, ROI, or
innovation, customer relations, etc.

Strategic Planning:
Establish the Business Portfolio
Different Products Owned by a Larger Firm.

Strategic Planning:
Develop Growth Strategies
Product/ Market Expansion Grid

Tactical (Marketing) Planning by Middle Management
Tactical Planning Concentrates on Developing Detailed Plans for Strategies and Tactics for the Short Term that Support an Organization’s Long-Term Strategic Plan.
Evaluate Marketing Environment
Set Marketing Objectives
Develop Marketing Strategies

Creating a Competitive Advantage
A competitive advantage is the ability of a firm to outperform the competition, providing customers with a benefit the competition can’t. How?
Step 1. Identify distinctive competency (firm’s capability superior to that of its direct competition).
Step 2. Turn a distinctive competency into a differential benefit (one that is important to customers).

Evaluating the Marketing Environment and Setting Objectives
Evaluating the Marketing Environment
Setting Marketing Objectives
Sales Objectives
Product-Oriented Objectives
Market Objectives

Developing Marketing Strategies
Selecting a Target
Market
Marketing Strategies-
Activities to Achieve the Marketing
Objectives
Developing the Marketing Mix

Developing Marketing Mix Programs
Product Strategies
Pricing Strategies
Promotion Strategies
How Marketers Communicate Product Benefits and Features to Target Market.
Distribution Strategies
Outlines How, When, and Where the Firm Makes the Product Available to Customers.
Determines What Specific Price a Firm Charges for a Product.
Decisions about Product Design, Packaging, Branding, Positioning, and Features.

Preparing a Marketing Plan
Marketing Strategies
Marketing Action Plans
Implementation Plans
Contingency Plans