Corporate Strategic Corporate Strategic PlanningPlanning
Asia-Pacific Marketing Asia-Pacific Marketing FederationFederation
Certified Professional MarketerCertified Professional MarketerCopyrightCopyright
Marketing Institute of SingaporeMarketing Institute of Singapore
OutlineOutline
IntroductionIntroduction Meaning & Role of Strategic Meaning & Role of Strategic
PlanningPlanning Corporate MissionCorporate Mission Strategic Business Units (SBU)Strategic Business Units (SBU) Marketing AuditMarketing Audit
Strategic PlanningStrategic Planning
……is the managerial process of is the managerial process of developing and maintaining a developing and maintaining a strategic fit between the strategic fit between the organization's objectives and organization's objectives and resources and its changing market resources and its changing market opportunities.opportunities.
Org Objectives Resources
Changing Environment
Strategic Fit
The Role of StrategyThe Role of Strategy
CorporateMission &Objectives
Strategy:•Corporate•Business•Functional
Operating Plans
Strategic MarketingStrategic Marketing
““Marketing Strategy is a series Marketing Strategy is a series of integrated actions leading to of integrated actions leading to a sustainable competitive a sustainable competitive advantage.”advantage.”
John ScullyJohn Scully
What is a Strategic What is a Strategic Business Unit? (SBU)Business Unit? (SBU)
A set of products or product lines A set of products or product lines With clear independence from other With clear independence from other
products or product lines products or product lines for which a business or marketing for which a business or marketing
strategy should be designedstrategy should be designed
Characteristics of a viable SBUCharacteristics of a viable SBU
Unique business missionUnique business missionDefinable set of competitorsDefinable set of competitors Integrative planning done Integrative planning done
independentlyindependentlyResponsible for resource management Responsible for resource management
in all areasin all areas Large enough but not so large as to Large enough but not so large as to
become bureaucraticbecome bureaucratic(Source: Subhash Jain, Marketing Planning & Strategy, 6th Ed.)
Organizational Marketing LevelsOrganizational Marketing Levels
Hofer and Schendel suggested that Hofer and Schendel suggested that organizations develop strategies at organizations develop strategies at three structural levels:three structural levels:
Corporate level—(corporate Corporate level—(corporate marketing)marketing)
SBU level—(Strategic Marketing)SBU level—(Strategic Marketing) Product/Market level—(Functional Product/Market level—(Functional
Marketing)Marketing)
Marketing at the SBU Level—Marketing at the SBU Level—Strategic MarketingStrategic Marketing
Strategic Marketing requiresStrategic Marketing requiresDetailed understanding of market needs, and Detailed understanding of market needs, and Proactive use of competitive intelligence at the Proactive use of competitive intelligence at the
corporate as well as SBU’s levelscorporate as well as SBU’s levels
Strategic Marketing Strategic Marketing Focuses on what the firm do best at the SBU levelFocuses on what the firm do best at the SBU levelTo secure and maintain a sustainable competitive To secure and maintain a sustainable competitive
advantageadvantage
What is Competitive Advantage?What is Competitive Advantage?
““Competitive advantage is a Competitive advantage is a company’s ability to perform in one company’s ability to perform in one or more ways that competitors or more ways that competitors cannot or will not match.”cannot or will not match.”
Philip KotlerPhilip Kotler
““If you don’t have a competitive If you don’t have a competitive advantage, don’t compete.”advantage, don’t compete.”
Jack Welch, Jack Welch, GEGE
Other Characteristics of Competitive Other Characteristics of Competitive AdvantageAdvantage
SubstantialitySubstantiality Is it substantial enough to make a difference?Is it substantial enough to make a difference?
SustainabilitySustainability Can it be neutralized by competitors quickly?Can it be neutralized by competitors quickly?
Ability to be leveraged into visible Ability to be leveraged into visible business attributes that will influence business attributes that will influence customerscustomers
(Source: Strategic Marketing Management, Aakers)
Seeking Competitive AdvantagesSeeking Competitive Advantages Positions of advantagePositions of advantage
Superior customer valueSuperior customer value Lower relative total costLower relative total cost
Performance advantagesPerformance advantages Customer satisfaction, Loyalty, Market
Share, Profit
Sources of advantagesSources of advantages Superior skills & knowledge, Superior
resources, Superior business process
Key Elements of Marketing Strategy Key Elements of Marketing Strategy FormulationFormulation
The strategic 3 Cs The strategic 3 Cs Customers, Competitors & the CorporationCustomers, Competitors & the Corporation
Environment analysis -- PESTEnvironment analysis -- PEST Strategic Marketing DecisionsStrategic Marketing Decisions
Where to competeWhere to competeHow to competeHow to competeWhen to competeWhen to compete
Must have a clearly defined market Must have a clearly defined market Must have a good match between Must have a good match between
corporate strengths and market needscorporate strengths and market needsMust have significant positive Must have significant positive
differentiation in the key success differentiation in the key success factors of the businessfactors of the business
A Viable Marketing StrategyA Viable Marketing Strategy
Situation AnalysisSituation Analysis
Internal Analysis—Internal Analysis—company; capability etc.company; capability etc.
External Analysis—External Analysis—customers, market definition, industry structurecustomers, market definition, industry structure
SWOT AnalysisSWOT Analysis SStrengths, trengths, WWeaknesses, eaknesses, OOpportunities & pportunities & TThreatshreats Identify & prioritize major problems and opportunities: selection of Identify & prioritize major problems and opportunities: selection of
key issueskey issues Based on the firm’s core competencies, decide on future Based on the firm’s core competencies, decide on future
optionsoptions
Marketing AuditMarketing Audit
““Marketing audit is a comprehensive, Marketing audit is a comprehensive, systematic, independent, and periodic systematic, independent, and periodic examination of a company’s—or business examination of a company’s—or business unit’s—marketing environment, unit’s—marketing environment, objectives, strategies, and activities with objectives, strategies, and activities with a view to determining problem areas and a view to determining problem areas and opportunities and recommending a plan opportunities and recommending a plan of action to improve the company’s of action to improve the company’s marketing performance”marketing performance” Philip Philip KotlerKotler
Characteristics of Marketing AuditCharacteristics of Marketing Audit
ComprehensiveComprehensive Must cover all marketing areasMust cover all marketing areas
SystematicSystematic Sequential diagnostic stepsSequential diagnostic steps
IndependentIndependent Internal & external auditorsInternal & external auditors
PeriodicPeriodic Performed at regular intervalsPerformed at regular intervals
Marketing Audit ProcedureMarketing Audit Procedure Marketing environment auditMarketing environment audit Marketing strategy auditMarketing strategy audit Marketing organization auditMarketing organization audit Marketing system auditMarketing system audit Marketing productivity auditMarketing productivity audit Marketing function auditMarketing function audit Marketing excellence reviewMarketing excellence review Ethical and social responsibility reviewEthical and social responsibility review