Transcript Chapter 5 - Marketing Planning & Forecasting

Chapter 2 – Strategic Planning in
Contemporary Marketing
3 TYPES OF MARKETING
PLANNING
1. STRATEGIC PLANNING
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long term planning
determining the primary objectives of organization
2. TACTICAL PLANNING
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3.
implementation of activities specified by strategic
plans
usually applied to short term plans
OPERATIONAL PLANNING

Daily/weekly Planning
Planning at Different
Organizational Levels
See Table 2.1
STEPS IN MARKETING
PLANNING PROCESS
1. Defining the Mission
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mission statements provide general guidelines for
future mgmt actions
http://www.ivcc.edu/mission
2. Determining Objectives
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basic objectives are derived from mission statement
should be specific about goals & time period for goals
3. & 4. Assessing Organizational Resources &
Evaluating Risks & Opportunities

SWOT analysis: important strategic planning
tool that compares internal organ strengths &
weaknesses to external opport & threats
http://erc.msh.org/quality/ittools/itswot.cfm
 Figure 2.3 SWOT Analysis
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Leverage
Problem
Constraints
Vulnerability
 STRATEGIC WINDOW
5. Formulating a Marketing Strategy
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Target Market, Marketing Mix, Environment
6. Implementing
TOOLS USED IN MARKETING
PLANNING
1. STRATEGIC BUSINESS UNITS
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divisions w/in diverse company
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SBU's possess:
1. distinct mission
2. their own managers
3. identifiable customer segments
4. specific competitors
5. ability to be planned indep of other
units in firm
2. Market Share/Market Growth Matrix (BCG
Matrix)
3. Market Attractiveness/Business Strength
Matrix
 SBU’s usually go thru a life cycle
 question
dog
mark -> star -> cash cow ->
4. SPREADSHEET ANALYSIS

software to answer "what if" questions