1. MARKETING & STRATEGIC
PLANNING
Assem A.Amer.
Professional Customer Representative.
Primary care BU – Respiratory Franchise.
Merck/MSD Saudi Arabia .
6th Nov. 2014.

2. “Companies need fewer bosses
and more self-managers.”

3. Contents
• 1- Strategic planning definition.
• 2-Levels of strategic planning.
• 3-Corporate Level
a) Vision & Mission statement.
b) Business portfolio.
c) Planning for new/old business.
• 4-Business unit level.
a) SWOT Analysis.
b) Goal formulation.
c) Marketing plan.
d) Implementation & feedback.

4. STRATEGIC PLANNING
• The process of developing and
maintaining a strategic fit between
the organization’s goals &
capabilities and its changing
marketing opportunities.
*Phillip Kotler definition.

5. STEPS OF STRATEGIC PLANNING
Multi business Corporation
MKT-Sales HR R&D Finance Production
Strategic
Business Unit

6. 1-CORPORATE STRATEGIC PLANNING:
a) Mission & Vision :
MISSION
Pdts &
Services
provided
Your
business
values
HOW TO DO
?
VISION
Defines a
long term
dream
It is a
inspirational
statement
WHAT TO DO
?

7. EX: MERCK/MSD MISSION & VISION
• Our Vision
• To make a difference in the lives of people globally through
our innovative medicines, vaccines, biologic therapies,
consumer care and animal health products. We aspire to be
the best healthcare company in the world and are
dedicated to providing leading innovations and solutions
for tomorrow.
• Our Mission
• To discover, develop and provide innovative products and
services
that save and improve lives around
the world.

8. 1-CORPORATE STRATEGIC PLANNING:
b) Business Portfolio :
• Designing the business portfolio is a key
element of the strategic planning process .
• Business portfolio planning involves two steps:
• 1) Analyze the CURRENT business portfolio.
• 2) Shaping the FUTURE business portfolio.

9. 1) Analyze the CURRENT business
portfolio:
• They can classify their business through :
• 1) Market Growth Rate .
• 2) Relative Market share .
• Corporate Level mainly use “ BOSTON
CONSULTING GROUP MODEL “

10. BOSTON CONSULTING GROUP MODEL
“ BCG”
Star
(High Growth,High market
share)
Question Mark (High
Growth,Low market Share)
Cash Cow
(Low Growth,High market
share)
Dog
(low Growth,low
market share)
BCG

11. 2) Shape the FUTURE business
portfolio:
Hold Build
Harvest Divest

12. 1-CORPORATE STRATEGIC PLANNING:
C) Planning for new/old business:
• Planning for NEW business :
- Product/Market expansion.
( Ansoff Matrix )
• Downsizing the OLDER business.

13. ANSOFF MATRIX

14. Summary
• 1- Strategic planning definition.
• 2-Levels of strategic planning.
• 3-Corporate Level
a) Vision & Mission statement.
b) Business portfolio.
c) Planning for new/old business.
• 4-Business unit level.
a) SWOT Analysis.
b) Goal formulation.
c) Marketing plan.
d) Implementation & feedback.

15. THANKS