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Marketing Plan
Authors:
Prof. Keegan, Prof. Malcolm
Presenters: M. Azadi M. Tabatabaei
Chapter 8
Objectives
 Marketing planning
 Tactical and Strategic Marketing Plans
 Marketing planning process
 Marketing audits
 Corporate Planning
 Assumptions
 Marketing Objectives
 Marketing Strategy
 Marketing Program
 Mission statements
Marketing Planning
 An outline of a design to accomplish a
specific objective:
– To create value for customers at a profit,
or in the new concept of marketing,
– To create a mutually beneficial
relationship
Marketing Planning
Market Needs
Wants
Strengths of
organization
Weakness of
organization
Existing
competitors
Expected
competitors
Design for
creating value
Marketing Planning
Process
Definition:
 The application of marketing resources
to achieve marketing objectives.
Marketing Planning
Process
1. Performing a situation analysis
2. Formulating basic assumptions
3. Setting objectives for what is being
sold and to whom
4. Deciding how the objectives are to
be achieved
5. Scheduling and costing out the
actions necessary for implementation
Develop
a Market Plan
 Management provides little guidance as to
how the process should be managed.
– To Compromise between what is desirable and
what is practicable
 Management must be customized to their
particular organization
– Size
– Complexity
– Character and diversity of company operations
Essential of Marketing
Planning
 We need marketing planning when
hostiles increased and environment is
complex.
Our Challenge
 We should manage:
Revenue Profit
Return on
investment
Cost
Optimization
Application of
Marketing Plan
1. To help identify sources of competitive advantage
2. To force an organized approach
3. To develop specificity
4. To ensure consistent relationships
5. To inform everyone in the organization about
priorities
6. To obtain resources needed to implement plans
7. To engage organizational support at all levels,
form the bottom to the top of the organization
8. To set objectives and strategies
9. To gain commitment towards goals
The Elements of Strategy
1. Stepping back form
the day to day
2. Ideas and thought
3. Activity/Action
4. Setting Objectives
and goals
5. Important decisions
and choices
6. Significant
commitment of
resources
7. Not easily reversible
8. Involves
choice/tradeoffs
9. Differentiation
10. Insight
11. Vision
12. Defines the business
we are in
13. Defines the business
we are becoming
14. Value
15. Tradeoffs
16. Objectives and goals
17. Strategy Vs. Tactics
Strategic Plan
Definition:
 A clear and simple summary of
– Key market trends,
– Key target segments,
– The value required by each segment,
– How the company intends to create value,
– With a clear prioritization of marketing
objectives and strategies, together with
financial consequences.
Biggest Danger for
Organizations
Most Managers
prefer to sell the
products they find
easiest to sell to
customers who offer
the least line of
resistance.
Strategy
Strategy describes:
 The direction a business will pursue and
guides the allocation of resources and effort
 The business we are in and becoming.
And provides:
 The logic that integrates the Perspectives of
functional departments and operating units
and points them all in the same direction.
Strategy Statement
 The strategy statement for a business unit
is composed of the following three
elements:
1. A business definition that specifies the
area in which the business will compete.
2. A strategic thrust that describes where
competitive advantage is to be gained.
3. Supportive functional strategies.
Marketing Strategy
Definition:
 It is a statement of how a brand or
product line will achieve its objectives
 It Provides decisions and direction
regarding variables such as:
– Segmentation of the market,
– Identification of the target market,
– Positioning,
– Marketing Mix elements and
expenditures.
Tactically Oriented
Company
Board
Senior
Management
Middle
Management
Operations
Strategic Oriented
Company
Board
Senior
Management
Middle
Management
Operations
Rules of
Marketing Planning
1. Develop the strategic marketing plan.
• Scanning the external environment
• Identifying early on the effect this may
have on the company
2. A strategic plan should cover a three-
year period.
• Never write the one-year plan first and
extrapolate from it.
Marketing Planning
Process
A strategic marketing plan should contain the
following:
1. Executive summary
2. Mission Statement
3. Financial Summary of revenue, expenses and
earnings
4. Marketing audit
5. SWOT analysis
6. Assumption of key determinants
7. Overall marketing objectives and strategies
8. Expected results
9. Alternatives (contingency plan)
10. Budget
Stages of Marketing Plan
1. Mission
2. Corporate objectives
3. Marketing audit
4.SWOT analysis
5. Assumptions
6. Marketing objective and strategies
7. Estimate expected result
8. Identity alternative plans and mixes
9. Budget
10. First year detailed implementation program
Phase one -
Goal Setting
Phase Two –
Situation Review
Phase
Three-
Strategy
Formulation
Phase Four-
Resources allocation
and
monitoring
Measuremen
t and review
Critical Factors
 Delegation
– When companies delegate marketing
planning to planner, the plan invariably
fails, because planning for line
management cannot be delegated to a
third party.
 Commitment
– Without it, those charged with
introducing the planning found that there
was great resistance to planning on the
part of local managers.
Marketing Audit I
“Marketing audit is a comprehensive,
systematic, independent, and periodic
examination of a company’s—or
business unit’s—marketing
environment, objectives, strategies, and
activities with a view to determining
problem areas and opportunities and
recommending a plan of action to
improve the company’s marketing
performance” Philip Kotler
Marketing Audit II
Goal:
To see how well the firm is applying the
marketing concepts
1. Examine external and internal
information and procedures
2. Identify problems in the environment
Marketing Audit III
Need for an audit does not manifest
itself until things start to go wrong for
a company in the form:
 Declining sales
 Falling margins
 Lost market share
 Underutilized production capacity
Marketing Audit IV
 External Audit
-By independent experts
-Starts with an examination of information
on the general economy and then moves on
to the outlook for the health and growth of
the markets served by the company.
 Internal Audit
-By members of the marketing organization
-To assess the resources of the organization
as they relate to the environment and the
resources of Competitors
Marketing Audit V
 At least once a year
 Using:
– Normal information,
– Control Procedures,
– Marketing Research
Siêu thị điện máy Việt Long www.vietlongplaza.com.vn
Marketing Audit VI
 Company Executives and Managers
– Few Consultants have the in-depth
knowledge of market, customers,
company culture, and the industry that
company line managers have.
 External Consultants
– Every company is at risk of becoming
blinded to reality by the influence of
company culture
Kind of variables
for Controlling
 Non Direct Control
These usually take the form of what can be
described as:
– Environment,
– Market,
– Competitive variables
 Company has Control
– Operational variables
Auditing Process
1. Identification, measurement,
collection, and analysis of all facts
and opinions that affect a company’s
problem
2. The application of judgment to
uncertain areas that remain after the
initial analysis
Marketing Audit
Procedure
 Marketing environment audit
 Marketing strategy audit
 Marketing organization audit
 Marketing system audit
 Marketing productivity audit
 Marketing function audit
 Marketing excellence review
 Ethical and social responsibility review
SWOT Analysis
Opportunities Threats
Strengths ST
SO
Weakness WT
WO
Internal
External
Corporate Planning
Step 5:
Corporate
Plans
Step 4:
Plans
Step 3:
Objective
and
Strategy
Setting
Step 2:
Manageme
nt Audit
Step 1:
Corporate
Financial
Objective
Issue:
corporate
objectives
and
strategies
Marketing “
…
Marketing
Distribution
Manufacturi
ng
Financial
Personnel
Marketing
Distribution
Manufacturi
ng
Financial
Personnel
Marketing
Distribution
Manufacturi
ng
Financial
Personnel
Targeted
Growth in
Sales and
earnings
Elements of
Corporate Plan
1. The desire level of profitability
2. Business boundaries
• What Kinds of products will be sold to what kinds
of market (Marketing)
• What Kinds of facilities will be developed
(Production and distribution)
• The size and character of the labor force
(Personnel)
• Funding (Finance)
• Technology to be developed (Research and
development)
3. Other corporate objectives
• Social Responsibility and corporate
• Stock-market
• Employer image
Assumptions
 This is one of the most critical
steps in the preparation of a
marketing plan because it is the
easiest step to do carelessly.
 They should be:
– Key,
– Critical
– and few in Number
– Consistent with relevant known
facts
– With defensible assumptions
Examples:
 Industrial overcapacity will increase from
105 percent to 115 percent as new plants
come into operation.
 Price competition will force price levels
down by 10 percent across the board.
 A new product that competes with ours will
be introduced by our major competitor
before the end of the second quarter.
Siêu thị điện máy Việt Long www.vietlongplaza.com.vn
4. Diversification
2. Market
Development
New
Markets
1. Market
Penetration
Existing
Markets
Existing
Products
3. Product
Development
New
Products
Three Intensive Growth Strategies:
Ansoff’s Product/Market Expansion Grid
Marketing Objectives and
Strategies
Marketing
Mix
Product
Price Promotion
Place
The Marketing Mix
Customer
Solution
Customer Cost Communication
Convenience
Use of Marketing Plan
To determine:
 Where the company is now,
 Where it wants to go,
 How to get there
Includes:
 Advertising Plan
 Sales Promotion Plan
 Pricing Plan
 Distribution Plan
 Product Plan
 Target Market Plan
The Marketing Budget
 To justify all marketing expenditures
from a zero base each year against
the task that you wish to accomplish.
Mission Statements
 It is one of the most difficult aspects of
marketing planning to master, largely
because it is philosophical and qualitative
in nature.
 Key points:
1. Role or Contribution
 Profit
 Service
 Opportunity seeker
2. Business definition
3. Core Competencies
4. Company/Division Positioning
5. Indications for the future
Types of Mission
Statements
 Motherhood
It found in annual reports designed to
“stroke” shareholders/Non Practical Use
 The Real Thing
Meaningful Statement/impact on the
behavior of the executives at all levels.
 Purpose Statement
Lower-Level mission statement/Appropriate
on the strategic business unit, departmental
or product group level of the organization.
Examples of
Corporate Mission
SINGAPORE 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
Examples of
Corporate Mission
MARRIOTT’S 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
Last Word
 There is no secret magic or a formula.
 It is more of an age-old adage that
harder they work, the luckier they get.
 It 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.
A Goal is a dream
with a deadline
Zig Zaglar

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Marketing plan final

  • 1. Marketing Plan Authors: Prof. Keegan, Prof. Malcolm Presenters: M. Azadi M. Tabatabaei Chapter 8
  • 2. Objectives  Marketing planning  Tactical and Strategic Marketing Plans  Marketing planning process  Marketing audits  Corporate Planning  Assumptions  Marketing Objectives  Marketing Strategy  Marketing Program  Mission statements
  • 3. Marketing Planning  An outline of a design to accomplish a specific objective: – To create value for customers at a profit, or in the new concept of marketing, – To create a mutually beneficial relationship
  • 4. Marketing Planning Market Needs Wants Strengths of organization Weakness of organization Existing competitors Expected competitors Design for creating value
  • 5. Marketing Planning Process Definition:  The application of marketing resources to achieve marketing objectives.
  • 6. Marketing Planning Process 1. Performing a situation analysis 2. Formulating basic assumptions 3. Setting objectives for what is being sold and to whom 4. Deciding how the objectives are to be achieved 5. Scheduling and costing out the actions necessary for implementation
  • 7. Develop a Market Plan  Management provides little guidance as to how the process should be managed. – To Compromise between what is desirable and what is practicable  Management must be customized to their particular organization – Size – Complexity – Character and diversity of company operations
  • 8. Essential of Marketing Planning  We need marketing planning when hostiles increased and environment is complex.
  • 9. Our Challenge  We should manage: Revenue Profit Return on investment Cost Optimization
  • 10. Application of Marketing Plan 1. To help identify sources of competitive advantage 2. To force an organized approach 3. To develop specificity 4. To ensure consistent relationships 5. To inform everyone in the organization about priorities 6. To obtain resources needed to implement plans 7. To engage organizational support at all levels, form the bottom to the top of the organization 8. To set objectives and strategies 9. To gain commitment towards goals
  • 11. The Elements of Strategy 1. Stepping back form the day to day 2. Ideas and thought 3. Activity/Action 4. Setting Objectives and goals 5. Important decisions and choices 6. Significant commitment of resources 7. Not easily reversible 8. Involves choice/tradeoffs 9. Differentiation 10. Insight 11. Vision 12. Defines the business we are in 13. Defines the business we are becoming 14. Value 15. Tradeoffs 16. Objectives and goals 17. Strategy Vs. Tactics
  • 12. Strategic Plan Definition:  A clear and simple summary of – Key market trends, – Key target segments, – The value required by each segment, – How the company intends to create value, – With a clear prioritization of marketing objectives and strategies, together with financial consequences.
  • 13. Biggest Danger for Organizations Most Managers prefer to sell the products they find easiest to sell to customers who offer the least line of resistance.
  • 14. Strategy Strategy describes:  The direction a business will pursue and guides the allocation of resources and effort  The business we are in and becoming. And provides:  The logic that integrates the Perspectives of functional departments and operating units and points them all in the same direction.
  • 15. Strategy Statement  The strategy statement for a business unit is composed of the following three elements: 1. A business definition that specifies the area in which the business will compete. 2. A strategic thrust that describes where competitive advantage is to be gained. 3. Supportive functional strategies.
  • 16. Marketing Strategy Definition:  It is a statement of how a brand or product line will achieve its objectives  It Provides decisions and direction regarding variables such as: – Segmentation of the market, – Identification of the target market, – Positioning, – Marketing Mix elements and expenditures.
  • 19. Rules of Marketing Planning 1. Develop the strategic marketing plan. • Scanning the external environment • Identifying early on the effect this may have on the company 2. A strategic plan should cover a three- year period. • Never write the one-year plan first and extrapolate from it.
  • 20. Marketing Planning Process A strategic marketing plan should contain the following: 1. Executive summary 2. Mission Statement 3. Financial Summary of revenue, expenses and earnings 4. Marketing audit 5. SWOT analysis 6. Assumption of key determinants 7. Overall marketing objectives and strategies 8. Expected results 9. Alternatives (contingency plan) 10. Budget
  • 21. Stages of Marketing Plan 1. Mission 2. Corporate objectives 3. Marketing audit 4.SWOT analysis 5. Assumptions 6. Marketing objective and strategies 7. Estimate expected result 8. Identity alternative plans and mixes 9. Budget 10. First year detailed implementation program Phase one - Goal Setting Phase Two – Situation Review Phase Three- Strategy Formulation Phase Four- Resources allocation and monitoring Measuremen t and review
  • 22. Critical Factors  Delegation – When companies delegate marketing planning to planner, the plan invariably fails, because planning for line management cannot be delegated to a third party.  Commitment – Without it, those charged with introducing the planning found that there was great resistance to planning on the part of local managers.
  • 23. Marketing Audit I “Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s—or business unit’s—marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance” Philip Kotler
  • 24. Marketing Audit II Goal: To see how well the firm is applying the marketing concepts 1. Examine external and internal information and procedures 2. Identify problems in the environment
  • 25. Marketing Audit III Need for an audit does not manifest itself until things start to go wrong for a company in the form:  Declining sales  Falling margins  Lost market share  Underutilized production capacity
  • 26. Marketing Audit IV  External Audit -By independent experts -Starts with an examination of information on the general economy and then moves on to the outlook for the health and growth of the markets served by the company.  Internal Audit -By members of the marketing organization -To assess the resources of the organization as they relate to the environment and the resources of Competitors
  • 27. Marketing Audit V  At least once a year  Using: – Normal information, – Control Procedures, – Marketing Research Siêu thị điện máy Việt Long www.vietlongplaza.com.vn
  • 28. Marketing Audit VI  Company Executives and Managers – Few Consultants have the in-depth knowledge of market, customers, company culture, and the industry that company line managers have.  External Consultants – Every company is at risk of becoming blinded to reality by the influence of company culture
  • 29. Kind of variables for Controlling  Non Direct Control These usually take the form of what can be described as: – Environment, – Market, – Competitive variables  Company has Control – Operational variables
  • 30. Auditing Process 1. Identification, measurement, collection, and analysis of all facts and opinions that affect a company’s problem 2. The application of judgment to uncertain areas that remain after the initial analysis
  • 31. Marketing Audit Procedure  Marketing environment audit  Marketing strategy audit  Marketing organization audit  Marketing system audit  Marketing productivity audit  Marketing function audit  Marketing excellence review  Ethical and social responsibility review
  • 32. SWOT Analysis Opportunities Threats Strengths ST SO Weakness WT WO Internal External
  • 33. Corporate Planning Step 5: Corporate Plans Step 4: Plans Step 3: Objective and Strategy Setting Step 2: Manageme nt Audit Step 1: Corporate Financial Objective Issue: corporate objectives and strategies Marketing “ … Marketing Distribution Manufacturi ng Financial Personnel Marketing Distribution Manufacturi ng Financial Personnel Marketing Distribution Manufacturi ng Financial Personnel Targeted Growth in Sales and earnings
  • 34. Elements of Corporate Plan 1. The desire level of profitability 2. Business boundaries • What Kinds of products will be sold to what kinds of market (Marketing) • What Kinds of facilities will be developed (Production and distribution) • The size and character of the labor force (Personnel) • Funding (Finance) • Technology to be developed (Research and development) 3. Other corporate objectives • Social Responsibility and corporate • Stock-market • Employer image
  • 35. Assumptions  This is one of the most critical steps in the preparation of a marketing plan because it is the easiest step to do carelessly.  They should be: – Key, – Critical – and few in Number – Consistent with relevant known facts – With defensible assumptions
  • 36. Examples:  Industrial overcapacity will increase from 105 percent to 115 percent as new plants come into operation.  Price competition will force price levels down by 10 percent across the board.  A new product that competes with ours will be introduced by our major competitor before the end of the second quarter. Siêu thị điện máy Việt Long www.vietlongplaza.com.vn
  • 37. 4. Diversification 2. Market Development New Markets 1. Market Penetration Existing Markets Existing Products 3. Product Development New Products Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid Marketing Objectives and Strategies
  • 38. Marketing Mix Product Price Promotion Place The Marketing Mix Customer Solution Customer Cost Communication Convenience
  • 39. Use of Marketing Plan To determine:  Where the company is now,  Where it wants to go,  How to get there Includes:  Advertising Plan  Sales Promotion Plan  Pricing Plan  Distribution Plan  Product Plan  Target Market Plan
  • 40. The Marketing Budget  To justify all marketing expenditures from a zero base each year against the task that you wish to accomplish.
  • 41. Mission Statements  It is one of the most difficult aspects of marketing planning to master, largely because it is philosophical and qualitative in nature.  Key points: 1. Role or Contribution  Profit  Service  Opportunity seeker 2. Business definition 3. Core Competencies 4. Company/Division Positioning 5. Indications for the future
  • 42. Types of Mission Statements  Motherhood It found in annual reports designed to “stroke” shareholders/Non Practical Use  The Real Thing Meaningful Statement/impact on the behavior of the executives at all levels.  Purpose Statement Lower-Level mission statement/Appropriate on the strategic business unit, departmental or product group level of the organization.
  • 43. Examples of Corporate Mission SINGAPORE 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
  • 44. Examples of Corporate Mission MARRIOTT’S 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
  • 45. Last Word  There is no secret magic or a formula.  It is more of an age-old adage that harder they work, the luckier they get.  It 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.
  • 46. A Goal is a dream with a deadline Zig Zaglar

Notas del editor

  1. External Audit For Uncontrollable variables Internal Audit For controllable variables