Banach Strategic Marketing Planning Prozess: Marketing Plan, Growth Strategies, Macro Strategies
Strategic Marketing Planning Prozess: Marketing Plan, Growth Strategies, Macro Strategies
Strategic Marketing Planning Prozess: Marketing Plan, Growth Strategies, Macro Strategies
Sun Tzu
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before the defeat” – Sun Tzu
How to Develop a
Strategic Marketing Plan
Planning Phase
1. Defining the Mission and/or Vision
2. Situation Analysis (SWOT)
Implementation Phase
3. Identifying and Evaluating Opportunities (STP)
4. Implement Marketing Mix and Resources
Control Phase
5. Evaluate Performance & make Adjustments
Three Facts Strategic Planning Process
Steps are ikely not to be sequential
Planning = a cyclical process, affected by:
- market shift
- new research findings,
- introduction of new products.
the process will rarely follow the identified steps neatly
Step 1
(Planning Phase)
Define Vision & Mission
Firms Objectives & Scope of Activities
Vision, Mission, Value Proposition, Core Competency, Competitive Advantage (Sustainable)
What Kind of Business are we in?
What do wee need to do to accomplish our Objective?
What can the firm consistantly do better than it's competitors?
Step 2
(Planning Phase)
Conduct a Situation Analysis Using SWOT
Strengths: positive, internal attributes
Weaknesses: negative, internal attributes
Opportunities: positive aspects, external environment.
Threats: negative aspects, external environment.
Step 3
(Implementation Phase)
Identifying & Evaluating Opportunities Using STP
Segmetation: Divides the marketplace into subgroups with different needs, wants & characteristics
Targeting: Determines which of those segments to target
Positioning: decides how to position products according to targets.
- Involves the process of defining the marketing mix variables
Step 4
(Implementation Phase)
Implement Marketing Mix & Allocate Resources
Product - Creating Value
- Firms develop products that customers perceive as valuable enough to buy.
Price - Capturing Value
- Cost-based pricing, costs of product, + fixed amount above that total = selling price.
- Competitor-based pricing when a firm prices below, at, or above its competitors’ offerings.
- Value-based pricing, determines customers perceived value of the product then prices accordingly.
Place - Delivering Value
- Make the product or service readily accessible
Promotion - Communicating Value
- Communicate value proposition to the customers.
- Mail, Television, Radio, Sales Force, Virtual Opinion Platforms
Step 5
(Control Phase)
Evaluate Performance & Make Adjustments
Determine why or why not achieved performance goals
Growth Strategies
Market penetration
- employs existing marketing mix and focuses on existing customers.
- Increased Advertising
- Additional Sales & Promotion
- Itensified Distribution
Market development strategy
- Employs existing offering to reach new market segments (Global Expansion)
Product Developmen
- Offers a new product to the current target market
Diversification
- Introduces a new product to a market segment that currently is not served.
Macro Strategies
(overarching strategies)
Customer excellence
- Focuses on loyal customers and excellent customer service.
Operational excellence
- Through efficient operations and excellent supply chain management.
Product excellence
- Achieving high-quality products; effective branding and positioning.
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Lernkarten
Sun Tzu
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before the defeat” – Sun Tzu
How to Develop a
Strategic Marketing Plan
Planning Phase
1. Defining the Mission and/or Vision
2. Situation Analysis (SWOT)
Implementation Phase
3. Identifying and Evaluating Opportunities (STP)
4. Implement Marketing Mix and Resources
Control Phase
5. Evaluate Performance & make Adjustments
Three Facts Strategic Planning Process
Steps are ikely not to be sequential
Planning = a cyclical process, affected by:
- market shift
- new research findings,
- introduction of new products.
the process will rarely follow the identified steps neatly
Step 1
(Planning Phase)
Define Vision & Mission
Firms Objectives & Scope of Activities
Vision, Mission, Value Proposition, Core Competency, Competitive Advantage (Sustainable)
What Kind of Business are we in?
What do wee need to do to accomplish our Objective?
What can the firm consistantly do better than it's competitors?
Step 2
(Planning Phase)
Conduct a Situation Analysis Using SWOT
Strengths: positive, internal attributes
Weaknesses: negative, internal attributes
Opportunities: positive aspects, external environment.
Threats: negative aspects, external environment.
Step 3
(Implementation Phase)
Identifying & Evaluating Opportunities Using STP
Segmetation: Divides the marketplace into subgroups with different needs, wants & characteristics
Targeting: Determines which of those segments to target
Positioning: decides how to position products according to targets.
- Involves the process of defining the marketing mix variables
Step 4
(Implementation Phase)
Implement Marketing Mix & Allocate Resources
Product - Creating Value
- Firms develop products that customers perceive as valuable enough to buy.
Price - Capturing Value
- Cost-based pricing, costs of product, + fixed amount above that total = selling price.
- Competitor-based pricing when a firm prices below, at, or above its competitors’ offerings.
- Value-based pricing, determines customers perceived value of the product then prices accordingly.
Place - Delivering Value
- Make the product or service readily accessible
Promotion - Communicating Value
- Communicate value proposition to the customers.
- Mail, Television, Radio, Sales Force, Virtual Opinion Platforms
Step 5
(Control Phase)
Evaluate Performance & Make Adjustments
Determine why or why not achieved performance goals
Growth Strategies
Market penetration
- employs existing marketing mix and focuses on existing customers.
- Increased Advertising
- Additional Sales & Promotion
- Itensified Distribution
Market development strategy
- Employs existing offering to reach new market segments (Global Expansion)
Product Developmen
- Offers a new product to the current target market
Diversification
- Introduces a new product to a market segment that currently is not served.
Macro Strategies
(overarching strategies)
Customer excellence
- Focuses on loyal customers and excellent customer service.
Operational excellence
- Through efficient operations and excellent supply chain management.
Product excellence
- Achieving high-quality products; effective branding and positioning.
