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    Developing Marketing Strategies and Plans

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    Daniela Talmaciu
    This document discusses developing marketing strategies and plans. It covers identifying corporate and divisional strategic planning, developing business unit strategic planning, and what is involved in creating a marketing plan. The planning stage involves senior management, while controlling is done by the marketing department. Ansoff's Product-Market Expansion Grid outlines four strategic options for growth: market penetration, product development, market development, and diversification. The marketing plan guides and coordinates the marketing effort and includes a situation analysis, marketing strategy, financial projections, and implementation controls.

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    Developing Marketing Strategies and Plans

    Uploaded by

    Daniela Talmaciu
    46 views15 pages
    This document discusses developing marketing strategies and plans. It covers identifying corporate and divisional strategic planning, developing business unit strategic planning, and what is involved in creating a marketing plan. The planning stage involves senior management, while controlling is done by the marketing department. Ansoff's Product-Market Expansion Grid outlines four strategic options for growth: market penetration, product development, market development, and diversification. The marketing plan guides and coordinates the marketing effort and includes a situation analysis, marketing strategy, financial projections, and implementation controls.

    Original Description:

    Developing Marketing Strategies and Plans.

    Original Title

    Marketing Planning

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    This document discusses developing marketing strategies and plans. It covers identifying corporate and divisional strategic planning, developing business unit strategic planning, and what is involved in creating a marketing plan. The planning stage involves senior management, while controlling is done by the marketing department. Ansoff's Product-Market Expansion Grid outlines four strategic options for growth: market penetration, product development, market development, and diversification. The marketing plan guides and coordinates the marketing effort and includes a situation analysis, marketing strategy, financial projections, and implementation controls.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    46 views15 pages

    Developing Marketing Strategies and Plans

    Uploaded by

    Daniela Talmaciu
    This document discusses developing marketing strategies and plans. It covers identifying corporate and divisional strategic planning, developing business unit strategic planning, and what is involved in creating a marketing plan. The planning stage involves senior management, while controlling is done by the marketing department. Ansoff's Product-Market Expansion Grid outlines four strategic options for growth: market penetration, product development, market development, and diversification. The marketing plan guides and coordinates the marketing effort and includes a situation analysis, marketing strategy, financial projections, and implementation controls.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    Developing Marketing

    Strategies and Plans.


    Session Aims.

    At the end of this session you will be able to:

    1. Identify how corporate and divisional strategic planning is carried


    out

    2. Discuss how business unit strategic planning is carried out

    3. Explain what is involved in developing a marketing plan


    What is a Marketing Plan?

    The marketing plan is the central instrument


    for directing and coordinating the marketing
    effort.
    Strategic Planning Processes.

    Question: Who will be involved in the A) Planning and B) Controlling stages?


    Questions to Ask When Defining
    a Mission.
    1. What is our business?
    2. Who is the customer?
    3. What is of value to the customer?
    4. What will our business be?
    5. What should our business be?
    Mission Statements

    “To create the safest and most exciting car experience for
    modern families”

    “We help people trade practically anything on earth. We will


    continue to enhance the online trading experience of all –
    collectors, dealers, small businesses, unique item seekers,
    bargain hunters, opportunity sellers, and browsers”

    “to produce fashionable products in an ethical way and


    demonstrate a responsible attitude towards people and the
    environment.”
    The Strategic Planning Gap.

    Intensive is the
    lowest risk and
    Diversification is
    the highest risk.

    Source: Kotler, P. et al., 2019. Marketing Management. 4th European ed. Harlow Essex: Pearson.
    Intensive Growth

    ANSOFF’S Product-Market Expansion Grid gives


    4 STRATEGIC OPTIONS:

    • MARKET PENETRATION - Increase sales and share of existing products for


    existing markets.

    • PRODUCT DEVELOPMENT - Development of new products for existing


    markets.

    • MARKET DEVELOPMENT - Development of new markets for existing


    products.

    • DIVERSIFICATION (Although part of Ansoff’s this is not an intensive growth


    strategy)– Development of new products for new markets. Could require an
    acquisition or a joint venture to execute this strategy.
    Ansoff’s Product-Market Expansion Grid.
    1-3 are intensive growth strategies.
    Current products New products
    Increasing Risk

    1 2

    Current

    Increasing Risk
    markets

    3 4

    New
    markets
    Integrative Growth.

    Integration within an industry can be:

    Retailer
    A) Vertical along the production process buys
    • Backward (i.e. Tesco buying Booker wholesalers). wholesaler

    • Forward (i.e. Amazon purchasing Whole Foods).

    Online
    B) Horizontal, at the same stage of the production process buys
    client
    • Horizontal (i.e. Carphone Wharehouse and Dixons became facing
    Dixons Carphone).

    Two retailers merge.


    Diversification Growth

    • Concentric- Adds new products/ services that have some connection


    technologically or marketing-wise to existing offerings. These will have some
    appeal to a new target market segment.

    • Horizontal- Offers new unrelated products/ services to the same target market
    segment/s in different markets

    • Conglomerate- Offers new products/ services that are very different from
    current ones, to a totally new market.

    Activity: In your groups go to Kortex for PPM and read p83-84. Identify when
    the growth strategy (Concentric, Horizontal or Conglomerate) you have been
    assigned is most useful.
    Can you think of any companies that have used this strategy?
    Porter’s Three Generic Strategies.

    Competitive Advantage

    Lower Cost Differentiation

    Broad
    Target 1. Cost 2.
    Leadership Differentiation
    Competitive
    Scope

    Narrow 3b.
    Target
    3a. Cost Focus Differentiation
    Focus
    Contents of a Marketing Plan.

    • Executive summary and table of contents


    • Situation analysis
    • Marketing strategy
    • Financial projections
    • Implementation controls
    Activity
    Summary

    In this slide deck we have covered:


    • How corporate and divisional strategic planning is carried out.

    • What is involved in developing a marketing plan.

    • Porter’s Generic strategies companies employ to gain competitive advantage.

    • Ansoff’s Product Market Expansion Grid.

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