2

STRATEGIC MARKETING PLANNING

 Learning Outcomes

After studying this chapter, you should be able to:

Explain the strategic marketing planning process
Discuss how to analyze the current business portfolio
Discuss how to develop strategic future business portfolio
Explain marketing-oriented strategies
Discuss marketing mix strategies
Explain SWOT analysis
Discuss the stages in a marketing plan

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 Chapter Overview

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 Developing Strategic Marketing
Planning

 Strategic planning is to develop and maintain a strategic

fit between the organization’s objectives, available
resources, and the evolving market opportunities (Kotler
and Armstrong, 2016).

 It is a process that charts out the course that the

company will take in relations to marketing so that they
yield target profits and growth.

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 Developing Strategic Marketing
Planning (cont.)

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 Developing Strategic
Marketing Planning (cont.)

Specifying Market-Oriented Business Mission

A business mission statement is what is stated to reflect
the organization’s purpose, i.e. what it wants to accomplish.
A well-rounded mission statement answers the following
questions:
• Who are our customers?
• What is our business?
• Where are we going?

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 Developing Strategic
Marketing Planning (cont.)

Specifying Market-Oriented Business Mission (cont.)

A good mission statement has a number of
characteristics such as:
• Focus
• Scope
• Motivating
• Guided by vision
• Policies

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 Developing Strategic
Marketing Planning (cont.)

Developing Measurable Companywide Objectives

Trickling down the mission statement companywide
objectives.
The objectives has to be realistic, measurable, time
specific and consistent with organizational mission.

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 Developing Strategic
Marketing Planning (cont.)

Establishing Business Portfolio

A strategic business unit (SBU) is a business under a
large company that has it’s own mission, objectives and
plans that is different from other businesses that the
company owns.
An SBU may be developed for a company’s division level,
for a product line, for a product, or for a brand.

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 Developing Strategic
Marketing Planning (cont.)

 Characteristics of an SBU:
• It is a single business or a group of related
businesses that can be planned differently from the
rest of the company.
• It has its own group of competitors.
• It has a manager who is accountable for strategic
planning and profit performance, who monitors most
of the conditions influencing profit.

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 Developing Strategic
Marketing Planning (cont.)

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 Developing Strategic
Marketing Planning (cont.)

Analyzing current business portfolio

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 Developing Strategic
Marketing Planning (cont.)

 SBU’s strategies:
• Build
• Hold
• Harvest
• Divest

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 Developing Strategic
Marketing Planning (cont.)

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 Developing Strategic
Marketing Planning (cont.)

Developing Measurable Companywide Objectives

Objectives must be:

• Specific
• Measurable
• Achievable
• Realistic
• Time specific

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 Developing Strategic Marketing
Planning (cont.)

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 Developing Strategic
Marketing Planning (cont.)

Developing Market Oriented Strategies

 Market segmentation
 Market targeting
 Market positioning

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 Developing Strategic
Marketing Planning (cont.)

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 Managing the Marketing
Activities

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 Managing the Marketing Activities
(cont.)

Conduct Situation Analysis

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 Managing the Marketing Activities
(cont.)

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 Managing the Marketing Activities
(cont.)

Environmental Scanning
Political factors
Economic factors
Social factors
Technological factors
Legal factors
Environmental factors

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 Managing the Marketing Activities
(cont.)
- Marketing Planning

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 Managing the Marketing Activities
(cont.)

Marketing Implementation

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 Managing the Marketing Activities
(cont.)

Marketing Department Organization

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 Managing the Marketing Activities
(cont.)

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 Managing the Marketing Activities
(cont.)

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 Managing the Marketing
Activities (cont.)

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 Managing the Marketing
Activities (cont.)

Marketing Control

Measure results
Evaluate results
Corrective actions

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