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1、Part OneUnderstanding marketing and the marketing process 1Lecture TwoStrategic planning and the marketing process2At a glancenExplain the strategic planning and its four stepsnDiscuss how to design business portfolios and growth strategiesnDescribe the marketing process and the forces that influenc
2、e it3What is strategic planning?The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.4Steps in strategic planningdefining a clear company missionSetting supporting objectivesDesigning a sound business port
3、folioCoordinating functional strategiesBusiness unit, product, and market levelCompany level5Remember marketing plan contains:Mission statementFinancial summary of what it seeks to achieveMarket overviewSWOT analysisAssumptionsMarketing objectivesMarketing strategiesProgrammes (with forecasts and bu
4、dgets)VisionMissionObjectivesStrategiesOperational plansThe logical sequence underlying plans:from vision to operational plansContents of marketing plan6Defining the companys business and missionnMission statement: a statement of the organizations purpose-what it wants to accomplish in the larger en
5、vironment.nMarket orientednRealisticnSpecificnMotivating7CompanyProduct-orientationMarket-orientationPoppyWe make lipsticksWe sell lifestyle and self-expression; success and status; memories, hops and dreamsSea WorldWe run a theme parkWe provide fantasies and entertainmentKmartWe run discount stores
6、We offer products and services that deliver value to middle-ChineseXeroxWe make copying, fax and other office machinesWe make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documentsMarket-orientation business definitions8Setting company objec
7、tives and goalsMission: “Food, health, hope” - of helping to feed the worlds exploding population while at the same time sustaining the environment.Overall objective: to create environmentally better products and get them to market faster at lower costs.The agricultural divisions objective: increase
8、 agricultural productivity and reduce chemical pollution by 9Setting company objectives and goalsImprove profitsIncrease salesReduce costsIncrease market share in existing marketEnter new marketIncrease product availability and promotionEstablish distribution channels and sales programsHierarchy,Spe
9、cific10Designing the business portfolionBusiness portfolio: the collection of businesses and products that make up the company.Analyzing the current business portfolioBoston consulting group approachThe General Electric approachDeveloping growth strategies in the age of connectednessProduct-market e
10、xpansion grid11What is strategic business unit (SBU)?A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.SBU can be a company division, a product line with a division, or sometimes a single product or brand.12COWRelativ
11、e Market ShareRate of market growth1327845610X1X0.1X010%22%BCG Approach13StrongAverageWeakHighMediumLowIndustry attractivenessBusiness strengthBACDFGEGE Approach14Market PenetrationProduct DevelopmentMarket DevelopmentDiversificationNewNewExistingExistingMarketProduct Growth Directions for a Given P
12、roduct-market combination15Planning cross-functional strategiesnMarketings role in strategic planningnCompanynStrategic plannernSBUnOperationnMarketing and other business functions16Marketing processAnalyzing marketing opportunitiesSelecting target marketsDeveloping the marketing mixManaging the mar
13、keting effort17S-T-P 战战 略略市场细分市场细分S Segmenting egmenting 市场定位市场定位P Positioning ositioning 目标市场选择目标市场选择T Targeting argeting 18Target customersIntended positioningProduct/servicesVarietyQualityDesignFeaturesBrand namePackageSizeAdd-onsWarrantiesreturnsPricelist priceDiscountsAllowancesSettlement terms
14、Credit termsPromotionAdvertisingPersonal sellingdirect marketingSynchronous marketingPlacementdemand chain managementlogistics managementChannel managementMarketing mix19Managing the marketing effortnMarketing analysisnMarketing planningnMarketing implementationnMarketing department organizationnMar
15、keting control20The components of the marketing plan1. Executive summary2. Current marketing situation3. Opportunity and issue analysis4. Objectives5. Marketing strategy6. Action programs7. Projected profit-and-loss statement8. Controls22Marketing department organizationnFive structuresnfunctional o
16、rganizationngeographical organizationnproduct management organizationnmarket management organizationnproduct management/ market management organization23The control processSet goalsWhat do we want to achieve?Measure performanceWhat is happening?Evaluate performanceWhy is it happening?Take corrective actionWhat should we do about it?28Next weeknMarketing environmentnAssignment:nReviewing the lecture 2nText book (chapter 2)/ P44-77nOrgnizing discussion of case on page 81.ngetting information and writing the outlet on the marketing EnvironmentnText book (chapter 3)29
