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Objectives
Corporate and division strategic planing
 Business unit planning
 The marketing process
 Product level planning
 The marketing plan

©2000 Prentice Hall
Market-Oriented Strategic
Planning
Objectives
Resources
Profit
and
Growth
Skills
©2000 Prentice Hall
Opportunities
Strategic-Planning, Implementation,
and Control Process
Planning
Corporate
planning
Implementation
Organizing
Division
planning
Business
planning
Product
planning
©2000 Prentice Hall
Control
Measuring
results
Diagnosing
results
Implementing
Taking
corrective
action
The Strategic-Planning Gap
Desired
sales
Diversification growth
Strategicplanning
gap
Sales
Integrative growth
Intensive growth
Current
portfolio
0
©2000 Prentice Hall
5
Time (years)
10
Three Intensive Growth Strategies:
Ansoff’s Product/Market Expansion Grid
Existing
products
Existing
markets
1. Market
penetration
New
markets
2. Market
development
©2000 Prentice Hall
New
products
3. Product
development
4. Diversification
The Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls
©2000 Prentice Hall
Factors Influencing Company
Marketing Marketing Strategy
intermediaries
Demographic/
economic
environment
Technical/
physical
environment
Product
Suppliers
Place
Target Price
customers
Publics
Promotion
Political/
legal
environment
©2000 Prentice Hall
Social/
cultural
environment
Competitors