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1、Marketing PlanAuthors:Authors:Prof. Keegan, Prof. MalcolmProf. Keegan, Prof. MalcolmPresenters: M. AzadiPresenters: M. Azadi M. Tabatabaei M. TabatabaeiChapter 8素彩网素彩网http:/-ppthttp:/-ppt模板免费下载模板免费下载http:/市场计划商业市场计划商业PPTPPT模板模板http:/-http:/-pptppt模板免费下载模板免费下载Objectivesn nMarketing planningMarketing
2、planningn nTactical and Strategic Marketing PlansTactical and Strategic Marketing Plansn nMarketing planning processMarketing planning processn nMarketing auditsMarketing auditsn nCorporate PlanningCorporate Planningn nAssumptionsAssumptionsn nMarketing ObjectivesMarketing Objectivesn nMarketing Str
3、ategyMarketing Strategyn nMarketing ProgramMarketing Programn nMission statementsMission statements市场计划商业市场计划商业PPTPPT模板模板Marketing Planningn nAn outline of a design to accomplish a specific objective: To create value for customers at a profit, To create value for customers at a profit, or in the new
4、 concept of marketing,or in the new concept of marketing, To create a mutually beneficial To create a mutually beneficial relationshiprelationship市场计划商业市场计划商业PPTPPT模板模板Marketing PlanningMarket NeedsWantsStrengths of organizationWeakness of organizationExisting competitorsExpected competitorsDesign f
5、or creating value市场计划商业市场计划商业PPTPPT模板模板Marketing Planning ProcessDefinition:n nThe application of marketing resources to achieve marketing objectives .市场计划商业市场计划商业PPTPPT模板模板Marketing Planning Process 1.1.Performing a situation analysis2.2.Formulating basic assumptions3.3.Setting objectives for what
6、is being sold and to whom4.4.Deciding how the objectives are to be achieved5.5.Scheduling and costing out the actions necessary for implementation市场计划商业市场计划商业PPTPPT模板模板Developa Market Plann nManagement provides little guidance as to Management provides little guidance as to how the process should be
7、 managed.how the process should be managed. To Compromise between what is desirable and To Compromise between what is desirable and what is practicablewhat is practicablen nManagement must be Management must be customizedcustomized to their to their particular organizationparticular organization Siz
8、eSize ComplexityComplexity Character and diversity of company operationsCharacter and diversity of company operations市场计划商业市场计划商业PPTPPT模板模板Essential of Marketing Planningn nWe need marketing planning when hostiles increased and environment is complex.市场计划商业市场计划商业PPTPPT模板模板Our Challengen nWe should m
9、anage:RevenueProfitReturn on investmentCostOptimization 市场计划商业市场计划商业PPTPPT模板模板Application of Marketing Plan1.1.To help identify sources of competitive advantageTo help identify sources of competitive advantage2.2.To force an organized approachTo force an organized approach3.3.To develop specificityT
10、o develop specificity4.4.To ensure consistent relationshipsTo ensure consistent relationships5.5.To inform everyone in the organization about To inform everyone in the organization about prioritiespriorities6.6.To obtain resources needed to implement plansTo obtain resources needed to implement plan
11、s7.7.To engage organizational support at all levels, To engage organizational support at all levels, form the bottom to the top of the organizationform the bottom to the top of the organization8.8.To set objectives and strategiesTo set objectives and strategies9.9.To gain commitment towards goalsTo
12、gain commitment towards goals市场计划商业市场计划商业PPTPPT模板模板The Elements of Strategy1.1.Stepping back form Stepping back form the day to daythe day to day2.2.Ideas and thoughtIdeas and thought3.3.Activity/ActionActivity/Action4.4.Setting Objectives Setting Objectives and goalsand goals5.5.Important decisions
13、 Important decisions and choicesand choices6.6.Significant Significant commitment of commitment of resourcesresources7.7.Not easily reversibleNot easily reversible8.8.Involves Involves choice/tradeoffschoice/tradeoffs9.9.DifferentiationDifferentiation10.10.InsightInsight11.11.VisionVision12.12.Defin
14、es the business Defines the business we are inwe are in13.13.Defines the business Defines the business we are becomingwe are becoming14.14.ValueValue15.15.TradeoffsTradeoffs16.16.Objectives and goalsObjectives and goals17.17.Strategy Vs. TacticsStrategy Vs. Tactics市场计划商业市场计划商业PPTPPT模板模板Strategic Pla
15、nDefinition:Definition:n nA clear and simple summary of A clear and simple summary of Key market trends,Key market trends, Key target segments, Key target segments, The value required by each segment,The value required by each segment, How the company intends to create value,How the company intends
16、to create value, With a clear prioritization of marketing With a clear prioritization of marketing objectives and strategies, together with objectives and strategies, together with financial consequences. financial consequences. 市场计划商业市场计划商业PPTPPT模板模板Biggest Danger for OrganizationsMost Managers pre
17、fer to sell the products they find easiest to sell to customers who offer the least line of resistance.市场计划商业市场计划商业PPTPPT模板模板StrategyStrategy describes:Strategy describes:n nThe direction a business will pursue and The direction a business will pursue and guides the allocation of resources and effor
18、tguides the allocation of resources and effortn nThe business we are in and becoming.The business we are in and becoming.And provides:And provides:n nThe logic that integrates the Perspectives of The logic that integrates the Perspectives of functional departments and operating units functional depa
19、rtments and operating units and points them all in the same direction.and points them all in the same direction.市场计划商业市场计划商业PPTPPT模板模板Strategy Statementn nThe strategy statement for a business unit The strategy statement for a business unit is composed of the following three is composed of the follo
20、wing three elements:elements:1.1.A business definition that specifies the A business definition that specifies the area in which the business will compete.area in which the business will compete.2.2.A strategic thrust that describes where A strategic thrust that describes where competitive advantage
21、 is to be petitive advantage is to be gained.3.3.Supportive functional strategiesSupportive functional strategies . .市场计划商业市场计划商业PPTPPT模板模板Marketing StrategyDefinition:n nIt is a statement of how a brand or product line will achieve its objectivesn nIt Provides decisions and direction regarding vari
22、ables such as: Segmentation of the market,Segmentation of the market, Identification of the target market,Identification of the target market, Positioning,Positioning, Marketing Mix elements and expenditures.Marketing Mix elements and expenditures.市场计划商业市场计划商业PPTPPT模板模板Tactically Oriented CompanyBoa
23、rdSenior ManagementMiddle ManagementOperations市场计划商业市场计划商业PPTPPT模板模板Strategic Oriented CompanyBoardSenior ManagementMiddle ManagementOperations市场计划商业市场计划商业PPTPPT模板模板Rules of Marketing Planning1.1.Develop the strategic marketing plan. Scanning the external environmentScanning the external environment
24、 Identifying early on the effect this may Identifying early on the effect this may have on the companyhave on the company2.2.A strategic plan should cover a three-year period. NeverNever write the one-year plan first and write the one-year plan first and extrapolate from it.extrapolate from it.市场计划商
25、业市场计划商业PPTPPT模板模板Marketing Planning ProcessA strategic marketing plan should contain the A strategic marketing plan should contain the following:following:1.1.Executive summaryExecutive summary2.2.Mission StatementMission Statement3.3.Financial Summary of revenue, expenses and Financial Summary of r
26、evenue, expenses and earningsearnings4.4.Marketing auditMarketing audit5.5.SWOT analysisSWOT analysis6.6.Assumption of key determinantsAssumption of key determinants7.7.Overall marketing objectives and strategiesOverall marketing objectives and strategies8.8.Expected resultsExpected results9.9.Alter
27、natives (contingency plan)Alternatives (contingency plan)10.10.BudgetBudget市场计划商业市场计划商业PPTPPT模板模板Stages of Marketing Plan1. Mission2. Corporate objectives3. Marketing audit4.SWOT analysis5. Assumptions6. Marketing objective and strategies7. Estimate expected result8. Identity alternative plans and m
28、ixes9. Budget10. First year detailed implementation programPhase one -Goal SettingPhase Two Situation ReviewPhase Three-Strategy FormulationPhase Four-Resources allocation and monitoringMeasurement and review市场计划商业市场计划商业PPTPPT模板模板Critical Factorsn nDelegation When companies delegate marketing When c
29、ompanies delegate marketing planning to planner, the plan invariably planning to planner, the plan invariably fails, because planning for line fails, because planning for line management cannot be delegated to a management cannot be delegated to a third party. third party. n nCommitment Without it,
30、those charged with Without it, those charged with introducing the planning found that there introducing the planning found that there was great resistance to planning on the was great resistance to planning on the part of local managers.part of local managers.市场计划商业市场计划商业PPTPPT模板模板Marketing Audit I“
31、Marketing audit is a comprehensive, systematic, independent, and periodic examination of a companysor business unitsmarketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the companys marke
32、ting performance”Philip Kotler市场计划商业市场计划商业PPTPPT模板模板Marketing Audit IIGoal:To see how well the firm is applying the marketing concepts1.1.Examine external and internal information and procedures2.2.Identify problems in the environment市场计划商业市场计划商业PPTPPT模板模板Marketing Audit IIINeed for an audit does no
33、t manifest itself until things start to go wrong for a company in the form:n nDeclining salesn nFalling marginsn nLost market sharen nUnderutilized production capacity市场计划商业市场计划商业PPTPPT模板模板Marketing Audit IVn nExternal AuditExternal Audit- -By independent expertsBy independent experts- -Starts with
34、an examination of information Starts with an examination of information on the general economy and then moves on on the general economy and then moves on to the outlook for the health and growth of to the outlook for the health and growth of the markets served by the company.the markets served by th
35、e company.n nInternal AuditInternal Audit- -By members of the marketing organizationBy members of the marketing organization- -To assess the resources of the organization To assess the resources of the organization as they relate to the environment and the as they relate to the environment and the r
36、esources of Competitorsresources of Competitors市场计划商业市场计划商业PPTPPT模板模板Marketing Audit Vn nAt least once a yearn nUsing: Normal information,Normal information, Control Procedures,Control Procedures, Marketing ResearchMarketing Research市场计划商业市场计划商业PPTPPT模板模板Marketing Audit VIn nCompany Executives and M
37、anagers Few Consultants have the in-depth Few Consultants have the in-depth knowledge of market, customers, knowledge of market, customers, company culture, and the industry that company culture, and the industry that company line managers pany line managers have.n nExternal Consultants Every compan
38、y is at risk of becoming Every company is at risk of becoming blinded to reality by the influence of blinded to reality by the influence of company culturecompany culture市场计划商业市场计划商业PPTPPT模板模板Kind of variables for Controllingn nNon Direct ControlThese usually take the form of what can be These usual
39、ly take the form of what can be described as:described as: Environment,Environment, Market,Market, Competitive variablesCompetitive variablesn nCompany has Control Operational variablesOperational variables市场计划商业市场计划商业PPTPPT模板模板Auditing Process1.1.Identification, measurement, collection, and analysi
40、s of all facts and opinions that affect a companys problem2.2.The application of judgment to uncertain areas that remain after the initial analysis市场计划商业市场计划商业PPTPPT模板模板Marketing Audit Proceduren nMarketing environment auditMarketing environment auditn nMarketing strategy auditMarketing strategy aud
41、itn nMarketing organization auditMarketing organization auditn nMarketing system auditMarketing system auditn nMarketing productivity auditMarketing productivity auditn nMarketing function auditMarketing function auditn nMarketing excellence reviewMarketing excellence reviewn nEthical and social res
42、ponsibility reviewEthical and social responsibility review市场计划商业市场计划商业PPTPPT模板模板SWOT AnalysisOpportunitiesThreatsStrengthsSTSOWeaknessWTWOInternalExternal市场计划商业市场计划商业PPTPPT模板模板Corporate PlanningStep 1:Step 1:Corporate Corporate Financial Financial ObjectiveObjectiveStep 2:Step 2:ManagemeManagement A
43、uditnt AuditStep 3:Step 3:Objective Objective and and Strategy Strategy SettingSettingStep 4:Step 4:PlansPlansStep 5:Step 5:Corporate Corporate PlansPlansTargeted Targeted Growth in Growth in Sales and Sales and earningsearningsn nMarketingMarketingn nDistributionDistribution n nManufacturManufactur
44、ingingn nFinancialFinancialn nPersonnelPersonneln nMarketingMarketingn nDistributionDistributionn nManufacturManufacturingingn nFinancial Financial n nPersonnelPersonneln nMarketingMarketingn nDistributionDistributionn nManufacturManufacturingingn nFinancial Financial n nPersonnelPersonnelIssue:Issu
45、e:n ncorporate corporate objectives objectives and and strategiesstrategiesn nMarketingMarketing“ “ n n市场计划商业市场计划商业PPTPPT模板模板Elements ofCorporate Plan1.1.The desire level of profitabilityThe desire level of profitability2.2.Business boundariesBusiness boundaries What Kinds of products will be sold t
46、o what kinds What Kinds of products will be sold to what kinds of market (Marketing)of market (Marketing) What Kinds of facilities will be developed What Kinds of facilities will be developed (Production and distribution)(Production and distribution) The size and character of the labor force The siz
47、e and character of the labor force (Personnel)(Personnel) Funding (Finance)Funding (Finance) Technology to be developed (Research and Technology to be developed (Research and development)development)3.3.Other corporate objectivesOther corporate objectives Social Responsibility and corporateSocial Re
48、sponsibility and corporate Stock-marketStock-market Employer imageEmployer image市场计划商业市场计划商业PPTPPT模板模板Assumptionsn nThis is one of the most critical This is one of the most critical steps in the preparation of a steps in the preparation of a marketing plan because it is the marketing plan because it
49、 is the easiest step to do carelessly.easiest step to do carelessly.n nThey should be:They should be: Key,Key, CriticalCritical and few in Numberand few in Number Consistent with relevant known Consistent with relevant known factsfacts With defensible assumptionsWith defensible assumptions市场计划商业市场计划
50、商业PPTPPT模板模板Examples:n nIndustrial overcapacity will increase from Industrial overcapacity will increase from 105 percent to 115 percent as new plants 105 percent to 115 percent as new plants come into e into operation.n nPrice competition will force price levels Price competition will force price l
51、evels down by 10 percent across the board.down by 10 percent across the board.n nA new product that competes with ours will A new product that competes with ours will be introduced by our major competitor be introduced by our major competitor before the end of the second quarterbefore the end of the
52、 second quarter . .市场计划商业市场计划商业PPTPPT模板模板4. Diversification2.MarketDevelopmentNewMarkets1.MarketPenetrationExistingMarketsExistingProducts3.ProductDevelopmentNewProductsThree Intensive Growth Strategies: Ansoffs Product/Market Expansion GridMarketing Objectives and Strategies市场计划商业市场计划商业PPTPPT模板模板Ma
53、rketingMixProductPricePromotionPlaceThe Marketing MixCustomerSolutionCustomer CostCommunicationConvenience市场计划商业市场计划商业PPTPPT模板模板Use of Marketing PlanTo determine:To determine:n nWhere the company is now,Where the company is now,n nWhere it wants to go,Where it wants to go,n nHow to get thereHow to g
54、et thereIncludes:Includes:n nAdvertising PlanAdvertising Plann nSales Promotion PlanSales Promotion Plann nPricing PlanPricing Plann nDistribution PlanDistribution Plann nProduct PlanProduct Plann nTarget Market PlanTarget Market Plan市场计划商业市场计划商业PPTPPT模板模板The Marketing Budgetn nTo justify all market
55、ing expenditures from a zero base each year against the task that you wish to accomplish.市场计划商业市场计划商业PPTPPT模板模板Mission Statementsn nIt is one of the most difficult aspects of It is one of the most difficult aspects of marketing planning to master, largely marketing planning to master, largely becaus
56、e it is philosophical and qualitative because it is philosophical and qualitative in nature.in nature.n nKey points:Key points:1.1.Role or ContributionRole or Contributionn nProfitProfitn nServiceServicen nOpportunity seekerOpportunity seeker2.2.Business definitionBusiness definition3.3.Core Compete
57、nciesCore Competencies4.4.Company/Division PositioningCompany/Division Positioning5.5.Indications for the futureIndications for the future市场计划商业市场计划商业PPTPPT模板模板Types of Mission Statementsn nMotherhoodMotherhoodIt found in annual reports designed to It found in annual reports designed to “ “strokestr
58、oke” ” shareholders/Non Practical Use shareholders/Non Practical Usen nThe Real ThingThe Real ThingMeaningful Statement/impact on the Meaningful Statement/impact on the behavior of the executives at all levels.behavior of the executives at all levels.n nPurpose StatementPurpose StatementLower-Level
59、mission statement/Appropriate Lower-Level mission statement/Appropriate on the strategic business unit, departmental on the strategic business unit, departmental or product group level of the organization.or product group level of the organization.市场计划商业市场计划商业PPTPPT模板模板Examples ofCorporate MissionSI
60、NGAPORE AIRLINES is engaged in air transportation and related businesses. It operates world-wide as the flag carrier of the Republic of Singapore, aiming to provide services of the highest quality at reasonable prices for customers and a profit for the company市场计划商业市场计划商业PPTPPT模板模板Examples of Corpor
61、ate MissionMARRIOTTS Mission Statement:We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value市场计划商业市场计划商业PPTPPT模板模板Last Wordn nThere is no secret magic or a formula.n nIt is more
62、 of an age-old adage that harder they work, the luckier they get.n nIt is not necessary to be a mighty corporation to do all this and a company of any size should be able to do so and succeed .市场计划商业市场计划商业PPTPPT模板模板A Goal is a dream with a deadlineZig ZaglarZig Zaglar素彩网素彩网http:/-ppthttp:/-ppt模板免费下载模板免费下载市场计划商业市场计划商业PPTPPT模板模板http:/-http:/-pptppt模板免费下载模板免费下载
