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1、Part One,Understanding marketing and the marketing process,Lecture Two,Strategic planning and the marketing process,At a glance,Explain the strategic planning and its four stepsDiscuss how to design business portfolios and growth strategiesDescribe the marketing process and the forces that influence
2、 it,What is strategic planning?,The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.,Steps in strategic planning,defining a clear company mission,Setting supporting objectives,Designing a sound business p
3、ortfolio,Coordinating functional strategies,Business unit,product,and market level,Company level,Remember marketing plan contains:Mission statementFinancial summary of what it seeks to achieveMarket overviewSWOT analysisAssumptionsMarketing objectivesMarketing strategiesProgrammes(with forecasts and
4、 budgets),Vision,Mission,Objectives,Strategies,Operational plans,The logical sequence underlying plans:from vision to operational plans,Contents of marketing plan,Defining the companys business and mission,Mission statement:a statement of the organizations purpose-what it wants to accomplish in the
5、larger environment.Market orientedRealisticSpecificmotivating,Company,Product-orientation,Market-orientation,Poppy,We make lipsticks,We sell lifestyle and self-expression;success and status;memories,hops and dreams,Sea World,We run a theme park,We provide fantasies and entertainment,Kmart,We run dis
6、count stores,We offer products and services that deliver value to middle-Chinese,Xerox,We make copying,fax and other office machines,We make businesses more productive by helping them scan,store,retrieve,revise,distribute,print and publish documents,Market-orientation business definitions,Setting co
7、mpany objectives and goals,Mission:“Food,health,hope”-of helping to feed the worlds exploding population while at the same time sustaining the environment.,Overall objective:to create environmentally better products and get them to market faster at lower costs.,The agricultural divisions objective:i
8、ncrease agricultural productivity and reduce chemical pollution by,Setting company objectives and goals,Improve profits,Increase sales,Reduce costs,Increase market share in existing market,Enter new market,Increase product availability and promotion,Establish distribution channels and sales programs
9、,Hierarchy,Specific,Designing the business portfolio,Business portfolio:the collection of businesses and products that make up the company.,Analyzing the current business portfolioBoston consulting group approachThe General Electric approach,Developing growth strategies in the age of connectednessPr
10、oduct-market expansion grid,What is strategic business unit(SBU)?,A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.SBU can be a company division,a product line with a division,or sometimes a single product or brand.,
11、Relative Market Share,Rate of market growth,BCG Approach,Strong,Average,Weak,High,Medium,Low,Industry attractiveness,Business strength,GE Approach,Market Penetration,Product Development,Market Development,Diversification,Growth Directions for a Given Product-market combination,Planning cross-functio
12、nal strategies,Marketings role in strategic planningCompanyStrategic plannerSBUOperationMarketing and other business functions,Marketing process,Analyzing marketing opportunities,Selecting target markets,Developing the marketing mix,Managing the marketing effort,S-T-P 战 略,市场细分Segmenting,市场定位Position
13、ing,目标市场选择Targeting,Target customersIntended positioning,Product/servicesVarietyQualityDesignFeaturesBrand namePackageSizeAdd-onsWarrantiesreturns,Pricelist priceDiscountsAllowancesSettlement termsCredit terms,PromotionAdvertisingPersonal sellingdirect marketingSynchronous marketing,Placementdemand
14、chain managementlogistics managementChannel management,Marketing mix,Managing the marketing effort,Marketing analysisMarketing planningMarketing implementationMarketing department organizationMarketing control,Analysis,ImplementationCarry out the plans,ControlMeasure resultsEvaluate resultTake corre
15、ctive action,The relationship between analysis,planning,implementation and control,The components of the marketing plan,1.Executive summary2.Current marketing situation3.Opportunity and issue analysis4.Objectives5.Marketing strategy6.Action programs7.Projected profit-and-loss statement8.Controls,Mar
16、keting department organization,Five structuresfunctional organizationgeographical organizationproduct management organizationmarket management organizationproduct management/market management organization,Marketing director/manager,Salesmanager,Advertisingmanager,Marketingresearchmanager,Customerser
17、vicemanager,New-productmanager,Functional organization,Marketing director/manager,Geographical organization,Marketing director/manager,Product management organization,Product management,Such as:Sales force managementDistribution cost analysisEvaluation of advertisingTest marketingService auditInvent
18、ory control,For:MarketingProductsPriceDistributionSellingAdvertisingpromotion,Total sub-activities of the marketing organization,The control process,Set goalsWhat do we want to achieve?,Measure performanceWhat is happening?,Evaluate performanceWhy is it happening?,Take corrective actionWhat should we do about it?,Next week,Marketing environmentAssignment:Reviewing the lecture 2Text book(chapter 2)/P44-77Orgnizing discussion of case on page 81.getting information and writing the outlet on the marketing EnvironmentText book(chapter 3),青苹果出品 必属精品http:/,
