Download Marketing Plan

Module – 2
Developing Marketing
Strategies and Plans
Resource
Person
MATHISHA HEWAVITHARANA
MBA (Col),BBA Sp.Mktng (Col), PPG DIP.
In Mktng (UK), MCIM (UK), Chartered
Marketer (UK), Practicing Marketer (SL),
ACMA, CGMA CIMA (UK), DBF (IBSL),
AIB (IBSL), MSLIM(SL),
Head of Marketing - Siyapatha Finance
PLC
Chapter Contents

Strategic Planning
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Strategic Positioning

Marketing Plan
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-3
Success Stories in Business
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-4
What Is the Common Force
Behind?
“ Anybody Can See
Tactics,
But Nobody Can See
the Strategy !!”
- San Tzu
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-5
V 01 / 02
What Is Strategy?
“Collection of Activities
Carried out
to Achieve
a Pre-determined
Status”
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-6
MARKETING
OBJECTIVES
MARKETING
PLAN
MARKETING
STRATEGY
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-7
Need for a Strategic Approach to
Marketing?
 To Make Sound Decisions
 To Ensure Business Sustainability
 To Create Goal Congruence
 To Mitigate Risk
 To Facilitate Internal / External Communication
 To Gain a Competitive Edge
 To Deliver More Stakeholder Value
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-8
Corporate Vision . . . .
Vision is
the Ultimate Dream of the Business .
It Answers the Question
“What The Company Wants to Become ?”
Vision is long-term Oriented, Qualitative
And Seems to be Unrealistic.
Vision is Developed by the Corporate management
& it gives the Brodest Picture of the
future direction (Desired End Status).
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-9
Corporate Vision . . . .
“To be earth’s most customer centric company ; to build a place where people can
come to find and discover anything they might want to buy online.”
- Amazon.com
“ Create a Better Every Day life”
- IKEA
“Ensure that BMW group is the leading provider of premium products and premium
services relating to individual mobility”
- BMW
“To become the most customer preferred commercial bank in Sri Lanka”
- Pan Asia Bank
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-10
Corporate Mission . . . .

 What is our Business ?
 Who is our Customer ?
What will Create value to the Customer ?
 What Should our Business be ?
- Peter Drucker
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-11
Corporate Mission . . . .
Mission is
the Reason for the Existence of the Business .
It Answers the Question
“What Business are You in ?”
Mission is long-term Oriented, Qualitative
And Seems to be Unrealistic.
Mission is Developed by the Top management
& it Talks about Products / Services,
Customers, Markets, Employees, values etc….
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-12
Corporate Mission . . . .
Sony is committed to developing a wide range of innovative products and
multimedia services that challenge the way consumers access and enjoy digital
entertainment. By ensuring synergy between businesses within the organization,
Sony is constantly striving to create exciting new worlds of entertainment that can
be experienced on a variety of different products.
- Sony Corporation
"Toyota will lead the way to the future of mobility, enriching lives around the world
with the safest and most responsible ways of moving people.
Through our commitment to quality, constant innovation and respect for the planet,
we aim to exceed expectations and be rewarded with a smile.
We will meet our challenging goals by engaging the talent and passion of people,
who believe there is always a better way."
- Toyota Corporation
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-13
Characteristics of a Good
Mission Statement
 Limited number of Goals
 Highlighting Major Policies & Values
 Defining Core Competitive Advantages
 Long-term View
 Short, Memorable & Meaningful
Refer : Page 36 ( Marketing Management 14th edition)
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-14
Corporate Goals . . . .
Goals are
the Specific targets set by an organization
With long-term perspectives.
Goals are Quantitative
And Seems to be realistic.
Goals are Developed by the
tactical management .
(profitability / market Share / Product Lines / Channel Network etc..
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-15
Corporate Objectives . . . .
Objectives are
the Specific targets set by an organization
With Short-term perspectives.
Objectives are “SMART”
And are Developed by the
tactical / operational management .
(Specific / Measureable / Acheivable / Realistic / Time Bounded)
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-16
The Strategic Planning, Implementation,
and Control Processes
Refer : Page 35 ( Marketing Management 14th edition)
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-17
What are Strategic Business
Units? (SBU’s)
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It is a single business or collection of related
businesses
It has its own set of competitors
It has a leader responsible for strategic
planning and profitability
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-18
What are Strategic Business
Units? (SBU’s)
“ The strategic business unit (SBU) is a
separate, specialized subsystem in the company,
which acts as an independent company. For the
first time SBU concept has been applied by the
U.S. company General Electric. SBUs are small
businesses with a high functional and decisionmaking autonomy.”
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-19
SWOT Analysis
Class Room Exercise
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-20
Strengths (S)
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-21
Weaknesses (W)
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-22
Opportunities (O)
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-23
Threats (T)
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-24
SWOT Analysis
Evaluation of the Class Room Exercise
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-25
P /01
TOWS Matrix
(Strategic Recommendations)
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-26
Ansoff Matrix
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-27
Market Penetration
The company seeks to achieve growth with existing products in
their current market segments, aiming to increase its market
share.
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-28
V 03 / 04
Product Development
The company develops new products targeted to its existing
market segments.
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-29
V 05 / 06
Market Development
The company seeks growth by targeting its existing products
to new market segments.
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-30
V 07
Diversification
The company grows by diversifying into new businesses by
developing new products for new markets.
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-31
V 08 / 09
Marketing Plan
• Concept
• Context
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-32
What Is a Marketing Plan
A Marketing Plan is a Written
Document that Summarizes what
the Marketer has Learned about
the Market Place and Indicates
how the Firm Plans to Reach it’s
Marketing Objectives.
Refer : Page 48 ( Marketing Management 14th edition)
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-33
Key Sections of a Marketing Plan
1.0 Executive Summary
1.1 Introduction to the Company
1.2 Brief Overview of the Marketing Plan
2.0 Situation Analysis
2.1 PESTLE Analysis
2.2 Five Forces Analysis
2.3 Competitor Analysis
2.4 Market Need Analysis
2.5 Market Trend & Market Size Analysis
2.6 CSF Analysis
2.6 SWOT Analysis & TOWS Matrix
Copyright © Refer
2013 Dorling
Kindersley
(India)
Pvt Ltd. Authorized
adaptation from
: Page
54 – 57
( Marketing
Management
14th
the United States edition of Marketing Management, 14e.
edition)
1-34
Key Sections of a Marketing Plan
3.0 Corporate Direction
3.1 Corporate Vision
3.2 Corporate Mission
3.3 Corporate Golas & Objectives
4.0 Marketing Strategy
4.1 STP Strategy
4.2 Ansoff Matrix
4.3 Marketing Mix
5.0 Implementation & Controling
5.1 Gannt Chart & Action Plan
5.2 Monitoring & Controling
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States
edition
of Marketing
Management,
14e. Management 14th
Refer
: Page
54 – 57
( Marketing
1-35
edition)
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