Moses G

omes, D

igital Marketing Expert

Moses G

omes, D

igital Marketing Expert

Strategic Marketing Planning

Moses G

omes, D

igital Marketing Expert

Moses Gomes, Digital Marketing Expert

Moses G

omes, D

igital Marketing Expert

What is Strategic Planning?

It is the managerial process that helps to develop a strategic and viable fit between the firm’s objectives, skills, resources with the market opportunities available. It helps the firm deliver its targeted profits and growth through its businesses and products.

Moses G

omes, D

igital Marketing Expert

How to go about it?Establishing SBUs

Planning for new business

Moses G

omes, D

igital Marketing Expert

Corporate Mission

• This seeks to embody the entire goals of the organization and the objective of its existence.

• It seeks to provide a sense of purpose, direction and opportunity

Moses G

omes, D

igital Marketing ExpertQuestions

that firm must ask

What is our business?

Who is our customer?

What does our customer

need?What will our business be?What should

our business be?

Moses G

omes, D

igital Marketing Expert

Good mission statements have 3 characteristics

• They focus on a limited number of goals

• It stresses the major values and policies the firm desires

• It defines the major competitive scope of operation

Moses G

omes, D

igital Marketing Expert

Small Business Unit

• It is a company within a company

• The business is differentiated from the rest of the company

• It has its own set of competitors

• It is a separate profit centre

Moses G

omes, D

igital Marketing Expert

The BCG Matrix

???

Stars

Dogs Cash Cows

Mkt Share

Mkt

gro

wt h

Moses G

omes, D

igital Marketing Expert

SBU strategies

Build

Hold

Harvest

Divest

Moses G

omes, D

igital Marketing Expert

SWOT Analysis

Moses G

omes, D

igital Marketing Expert

The GE Model

Business Strength

Mkt

Attr

acti v

enes

s

Strong

Medium

Weak

StrongMediumWeak

Moses G

omes, D

igital Marketing Expert

Ansoff’s Product-Market Grid

Current products New products

Current Mkts

New Mkts

Mkt penetrationstrategy

Mkt developmentstrategy

Product developmentstrategy

Diversificationstrategy

Moses G

omes, D

igital Marketing Expert

The Planning Process

• Analysing Market opportunities• Developing Marketing strategies• Planning Marketing Programs• Managing the Marketing Effort

Moses G

omes, D

igital Marketing Expert

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