Marketing Plan

Marketing Plan

اسلاید 1: Marketing PlanAuthors:Prof. Keegan, Prof. MalcolmPresenters: M. Azadi M. TabatabaeiChapter 8

اسلاید 2: ObjectivesMarketing planningTactical and Strategic Marketing PlansMarketing planning processMarketing auditsCorporate PlanningAssumptionsMarketing ObjectivesMarketing StrategyMarketing ProgramMission statements

اسلاید 3: Marketing PlanningAn outline of a design to accomplish a specific objective: To create value for customers at a profit, or in the new concept of marketing,To create a mutually beneficial relationship

اسلاید 4: Marketing PlanningMarket NeedsWantsStrengths of organizationWeakness of organizationExisting competitorsExpected competitorsDesign for creating value

اسلاید 5: Marketing Planning ProcessDefinition:The application of marketing resources to achieve marketing objectives.

اسلاید 6: Marketing Planning Process Performing a situation analysisFormulating basic assumptionsSetting objectives for what is being sold and to whomDeciding how the objectives are to be achievedScheduling and costing out the actions necessary for implementation

اسلاید 7: Develop a Market PlanManagement provides little guidance as to how the process should be managed.To Compromise between what is desirable and what is practicableManagement must be customized to their particular organizationSizeComplexityCharacter and diversity of company operations

اسلاید 8: Essential of Marketing PlanningWe need marketing planning when hostiles increased and environment is complex.

اسلاید 9: Our ChallengeWe should manage:RevenueProfitReturn on investmentCostOptimization

اسلاید 10: Application of Marketing PlanTo help identify sources of competitive advantageTo force an organized approachTo develop specificityTo ensure consistent relationshipsTo inform everyone in the organization about prioritiesTo obtain resources needed to implement plansTo engage organizational support at all levels, form the bottom to the top of the organizationTo set objectives and strategiesTo gain commitment towards goals

اسلاید 11: The Elements of StrategyStepping back form the day to dayIdeas and thoughtActivity/ActionSetting Objectives and goalsImportant decisions and choicesSignificant commitment of resourcesNot easily reversibleInvolves choice/tradeoffsDifferentiationInsightVisionDefines the business we are inDefines the business we are becomingValueTradeoffsObjectives and goalsStrategy Vs. Tactics

اسلاید 12: Strategic PlanDefinition:A clear and simple summary of Key market trends,Key target segments, The value required by each segment,How the company intends to create value,With a clear prioritization of marketing objectives and strategies, together with financial consequences.

اسلاید 13: Biggest Danger for OrganizationsMost Managers prefer to sell the products they find easiest to sell to customers who offer the least line of resistance.

اسلاید 14: StrategyStrategy describes:The direction a business will pursue and guides the allocation of resources and effortThe business we are in and becoming.And provides:The logic that integrates the Perspectives of functional departments and operating units and points them all in the same direction.

اسلاید 15: Strategy StatementThe strategy statement for a business unit is composed of the following three elements:A business definition that specifies the area in which the business will compete.A strategic thrust that describes where competitive advantage is to be gained.Supportive functional strategies.

اسلاید 16: Marketing StrategyDefinition:It is a statement of how a brand or product line will achieve its objectivesIt Provides decisions and direction regarding variables such as:Segmentation of the market,Identification of the target market,Positioning,Marketing Mix elements and expenditures.

اسلاید 17: Tactically Oriented CompanyBoardSenior ManagementMiddle ManagementOperationsTactical OrientationStrategic Orientation

اسلاید 18: Strategic Oriented CompanyBoardSenior ManagementMiddle ManagementOperationsTactical OrientationStrategic Orientation

اسلاید 19: Rules of Marketing PlanningDevelop the strategic marketing plan.Scanning the external environmentIdentifying early on the effect this may have on the companyA strategic plan should cover a three-year period.Never write the one-year plan first and extrapolate from it.

اسلاید 20: Marketing Planning ProcessA strategic marketing plan should contain the following:Executive summaryMission StatementFinancial Summary of revenue, expenses and earningsMarketing auditSWOT analysisAssumption of key determinantsOverall marketing objectives and strategiesExpected resultsAlternatives (contingency plan)Budget

اسلاید 21: Stages of Marketing Plan1. Mission2. Corporate objectives3. Marketing audit4.SWOT analysis5. Assumptions6. Marketing objective and strategies7. Estimate expected result8. Identity alternative plans and mixes9. Budget10. First year detailed implementation programPhase one -Goal SettingPhase Two –Situation ReviewPhase Three-Strategy FormulationPhase Four-Resources allocation and monitoringMeasurement and review

اسلاید 22: Critical FactorsDelegationWhen companies delegate marketing planning to planner, the plan invariably fails, because planning for line management cannot be delegated to a third party. CommitmentWithout it, those charged with introducing the planning found that there was great resistance to planning on the part of local managers.

اسلاید 23: Marketing Audit I“Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s—or business unit’s—marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance”Philip Kotler

اسلاید 24: Marketing Audit IIGoal:To see how well the firm is applying the marketing conceptsExamine external and internal information and proceduresIdentify problems in the environment

اسلاید 25: Marketing Audit IIINeed for an audit does not manifest itself until things start to go wrong for a company in the form:Declining salesFalling marginsLost market shareUnderutilized production capacity

اسلاید 26: Marketing Audit IVExternal Audit-By independent experts-Starts with an examination of information on the general economy and then moves on to the outlook for the health and growth of the markets served by the company.Internal Audit-By members of the marketing organization-To assess the resources of the organization as they relate to the environment and the resources of Competitors

اسلاید 27: Marketing Audit VAt least once a yearUsing:Normal information,Control Procedures,Marketing Research

اسلاید 28: Marketing Audit VICompany Executives and ManagersFew Consultants have the in-depth knowledge of market, customers, company culture, and the industry that company line managers have.External ConsultantsEvery company is at risk of becoming blinded to reality by the influence of company culture

اسلاید 29: Kind of variables for ControllingNon Direct ControlThese usually take the form of what can be described as:Environment,Market,Competitive variablesCompany has ControlOperational variables

اسلاید 30: Auditing ProcessIdentification, measurement, collection, and analysis of all facts and opinions that affect a company’s problemThe application of judgment to uncertain areas that remain after the initial analysis

اسلاید 31: Marketing Audit ProcedureMarketing environment auditMarketing strategy auditMarketing organization auditMarketing system auditMarketing productivity auditMarketing function auditMarketing excellence reviewEthical and social responsibility review

اسلاید 32: SWOT AnalysisOpportunitiesThreatsStrengthsSTSOWeaknessWTWOInternalExternal

اسلاید 33: Corporate Planning

اسلاید 34: Elements of Corporate PlanThe desire level of profitabilityBusiness boundariesWhat Kinds of products will be sold to what kinds of market (Marketing)What Kinds of facilities will be developed (Production and distribution)The size and character of the labor force (Personnel)Funding (Finance)Technology to be developed (Research and development)Other corporate objectivesSocial Responsibility and corporateStock-marketEmployer image

اسلاید 35: AssumptionsThis is one of the most critical steps in the preparation of a marketing plan because it is the easiest step to do carelessly.They should be:Key,Criticaland few in NumberConsistent with relevant known factsWith defensible assumptions

اسلاید 36: Examples:Industrial overcapacity will increase from 105 percent to 115 percent as new plants come into operation.Price competition will force price levels down by 10 percent across the board.A new product that competes with ours will be introduced by our major competitor before the end of the second quarter.

اسلاید 37: 4. DiversificationMarketDevelopmentNewMarketsMarketPenetrationExistingMarketsExistingProductsProductDevelopmentNewProductsThree Intensive Growth Strategies: Ansoff’s Product/Market Expansion GridMarketing Objectives and Strategies

اسلاید 38: MarketingMixProductPricePromotionPlaceThe Marketing MixCustomerSolutionCustomer CostCommunicationConvenience

اسلاید 39: Use of Marketing PlanTo determine:Where the company is now,Where it wants to go,How to get thereIncludes:Advertising PlanSales Promotion PlanPricing PlanDistribution PlanProduct PlanTarget Market Plan

اسلاید 40: The Marketing BudgetTo justify all marketing expenditures from a zero base each year against the task that you wish to accomplish.

اسلاید 41: Mission StatementsIt is one of the most difficult aspects of marketing planning to master, largely because it is philosophical and qualitative in nature.Key points:Role or ContributionProfitServiceOpportunity seekerBusiness definitionCore CompetenciesCompany/Division PositioningIndications for the future

اسلاید 42: Types of Mission StatementsMotherhoodIt found in annual reports designed to “stroke” shareholders/Non Practical UseThe Real ThingMeaningful Statement/impact on the behavior of the executives at all levels.Purpose StatementLower-Level mission statement/Appropriate on the strategic business unit, departmental or product group level of the organization.

اسلاید 43: Examples of Corporate MissionSINGAPORE AIRLINES is engaged in air transportation and related businesses. It operates world-wide as the flag carrier of the Republic of Singapore, aiming to provide services of the highest quality at reasonable prices for customers and a profit for the company

اسلاید 44: Examples of Corporate MissionMARRIOTT’S Mission Statement:We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value

اسلاید 45: Last WordThere is no secret magic or a formula.It is more of an age-old adage that harder they work, the luckier they get.It is not necessary to be a mighty corporation to do all this and a company of any size should be able to do so and succeed.

اسلاید 46: A Goal is a dream with a deadlineZig Zaglar