文档介绍：Marketing Strategy and Planning Lecture Objectives
Planning - role/questions/processes?
Strategy - components and measurement
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The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action, and implement those decisions
Is part of strategic planning
Marketing planning
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Why plan?
A typical planning framework
Where are we now?
How did we get there?
Where are we heading?
Where would we like to be?
How did we get there?
Are we on course?
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2
Re-definition
The marketing planning process
Business mission
Marketing audit
SWOT analysis
Marketing objectives
Core strategy
Marketing mix decisions
Organization and implementation
Control
Marketing planning at the business level
Marketing planning at the product level
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3
Re-definition
Planning at the business level
Business mission
Marketing audit
SWOT analysis
Marketing objectives
Strategic thrust
Strategic objectives
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4
Planning at the product level
Core strategy
Marketing mix decisions
Organization and implementation
Control
Target markets
Competitive advantage
Competitor targets
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The Ashridge Mission Model
5
Purpose
(Why pany exists)
Company values
(What senior management believes in)
Standards and behaviours
(The policies and behaviour patterns that guide
How pany operates
Strategy
(mercial rationale)
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Microenvironment
The market
External marketing audit checklist
Competition
Microenvironment
Economic: inflation, interest rates, unemployment
Social/cultural: age distribution, lifestyle changes, values,
attitudes
Technological: new product and process technologies, materials
Political/legal: monopoly control, new laws, regulations
Ecological: conservation, pollution, energy
The market
Market size, growth rates, trends and developments
Customers, who are they, their choice criteria, how, when,
where do they buy, how do they rate us vs. petition