Académique Documents
Professionnel Documents
Culture Documents
Disclaimers: All logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only. Some material adapted from: Lehmann & Winer, Analysis for Marketing Planning, 7th ed Some material adapted from: Kotler & Keller, Marketing Management, 13th ed See book: Sorger, Marketing Planning for full bibliography
A Strategic Marketing Plan is a written plan that covers the Situation, Objectives, and Actions for an Organization for the plan Time Period
Organization defined broadly - Entire company (rare) - SBU: Strategic Business Unit - Product/ Service
Written Plan
Cross-Functional Input & Usage Marketing Finance
Professional Services
Engineering
Manufacturing Other
Time Period
Time period varies with rate of change of industry
Quarterly: High Technology firms; fast-moving As Needed: New Product/ Service launch 1 Year: CPG (Consumer Packaged Goods) B2B (Business to Business) Mature markets; Slow to change 3-5 Years: Automotive, Industrial machinery
Timeline
Marketing Planning Stephan Sorger 2010: www.stephansorger.com; Ch. 1 Introduction 1.5
Organization
Flow-down of Marketing Strategy
CEO COO Division 1 COO Division 2 GM SBU 1 VP Engineering GM SBU 2 VP Marketing Chief Executive Officer Corporate Strategic Planning Caterpillar: Purchase Komatsu? Chief Operating Officer Division/ Group Planning Caterpillar: Earth-Moving Equipment General Manager Strategic Business Unit Caterpillar: Tracked Loaders VP Marketing Annual Marketing Plan Product Manager Product Plan: D300
Approach Top-Down
Description Plan done at top Pushed down to lower levels Example: Military, MBOs Good: Executive buy-in Bad: Little market data Plan starts with lower levels Salesperson gives forecast Marketer gives customer data Good: Market information Bad: Long time duration
Collect Data
Market Feedback
How attractive is this market? What do we know about the customer? What are the goals & forecast of the firm? What is the marketing approach?
The New Modular Pre-Fab Way Build sections you need anyway for other marketing tasks Assemble sections and tie together with Executive Summary Executive Summary 5-Force PEST SWOT STP SMART NAICS 4-Ps Financials
B. Financials
C. Logistics
E. Competitor Analysis
Consumer: Influences in decision Business: Buying Roles Consumer: Decision Process Business: Purchase Policies
Budget
Luxury
Low Calorie
Segmentation
Targeting
Positioning
C. Price
E. Promotion
B. Control
Course Preparations
Prepare for Session 6: Objectives, Market Potential, Forecasting Laptop Exercise Excel Excel 2003 Excel 2007 Screenshots Bring your laptop PC to class In-class exercise on building a sales forecast Will need Excel Data Analysis ToolPak (might need to add) Might need original Excel 2003 installation CD (or ask IT) Download DataAnalysis ToolPak (free) http://office.microsoft.com/en-us/excel/HP100215691033.aspx Shots are for Excel 2003 install; Excel 2007 similar
5
Good
7
Maximum