Topic 2 - Strategic Planning in Marketing

8/12/2019 Topic 2 - Strategic Planning in Marketing

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lft‐s rfv`fw



lft‐s rfv`fw



lft‐s rfv`fw

!Nfffikf “ecrmft`kg― ckn fxplc`k aow `t brfctfs ut`l`ty.



lft‐s rfv`fw


!Wact crf taf > frcs `k ecrmft`kg?



lft‐s rfv`fw



!Wact `s ecrmft`kg eyop`c?



lft‐s rfv`fw



!Wact `s ecrmft`kg eyop`c?!@nfkt`hy taf ffivf ecjor bctfgor`fs oh koktrcn`tòkcl

ecrmft`kg



lft‐s rfv`fw




ecrmft`kg

!Aow nofs rflctòksa`p ecrmft`kg g`vf boepck`fs c

boepft`t`vf fngf?



lft‐s rfv`fw




ecrmft`kg

!Aow nofs rflctòksa`p ecrmft`kg g`vf boepck`fs c

boepft`t`vf fngf?!Wact taf crf hukbtòks oh ecrmft`kg?





trctfg`b plckk`kg `k

ecrmft`kg







Wact `s plckk`kg?



Wact `s plckk`kg?

!Trobfss oh ckt`b`pct`kg

huturf fvfkts ckn bokn`tòks

ckn oh nftfre`k`kg taf ifst

wcy to cba`fvf orgck`zctòkcl

oijfbt`vfs.

!Bokt`kuous probfss tact

brfctfs c ilufpr`kt hor

fvfryokf `k taf orgck`zctòk.

!@eportckt hor lcrgf ckn

secll boepck`fs.





Wact `s ecrmft

Tlckk`kg?



Wact `s ecrmft

Tlckk`kg?!@eplfefkt`kg plckk`kg

cbt`v`t`fs nfvotfn to

cba`fv`kg ecrmft`kgoijfbt`vfs

!Ck èportckt trfkn `k

ecrmft`kg plckk`kg bfktfrs

ok rflctòksa`p ecrmft`kg

!Goon rflctòksa`ps w`ta

bustoefrs bck cre c ffire

w`ta v`tcl strctfg`b wfcpoks





trctfg`b vs tcbt`bcl




!!"#$%&& #( )%*%"+,-,-. /-

#"./-,4/3#-9& !",+/"2

#>6%$38%& /-) /)#!3-.

$#7"&%& #( /$3#- *1/* 0,::

/$1,%8% *1%&% #>6%$38%&!=*"/*%.,$ !:/--,-. (#$7&%&

+#"% #- *1% :#-.<*%"+







!.7,)%& *1%,+!:%+%-*/3#- #(

/$38,3%& &!%$,5%) ,- *1%

&*"/*%.,$ !:/-

!;* /))"%&&%& &1#"*%"<*%"+

/$3#-&? (#$7&,-. #-

/$38,3%& *1/* -%%) *# >%

$#+!:%*%) &# *1/* :/".%"

&*"/*%.,%& $/- >%

,+!:%+%-*%)








plckk`kg ct n`hhfrfkt

org lfvfls





R^FTR `k taf ecrmft`kg

plckk`kg probfss




plckk`kg probfss

3.Nfh`kf taf e`ssòk

9.Nftfre`kf oijfbt`vfs

2.Cssfss rfsourbfs>.Fvcluctf fkv`rokefktcl r`sms ckn

opportuk`t`fs

6.Horeulctf c ecrmft`kg strctfgy

8.@eplfefkt taf strctfgy tarouga

ecrmft`kg plcks

7.Gctafr hffnicbm to eok`tor ckn

cncpt strctfg`fs wafk kfbfsscry




plckk`kg probfss





3. Nfh`k`kg

taf E`ssòk

!purposf, n`hhfrfkt`ctòk

!ecy backgf tarouga tèf



3. Nfh`k`kg

taf E`ssòk

âf e`ssòk stctfefkt spfb`ffifs taf

orgck`zctòk‐s ovfrcll gocls ckn

opfrctòkcl sbopf ckn prov`nfsgfkfrcl gu`nfl`kfs hor huturf

eckcgfefkt cbtòks



3. Nfh`k`kg

taf E`ssòk





RCETLF

E`ssòk stctfefkts



RCETLF

E`ssòk stctfefkts Our e`ssòk `s to if okf oh taf worln's lfcn`kg

pronubfrs ckn prov`nfrs oh fktfrtc`kefkt ckn

`khorectòk. Vs`kg our portholò oh irckns ton`ffl frfkt`ctf our boktfkt, sfrv`bfs ckn boksuefr

pronubts, wf sffm to nfvflop taf eost brfct`vf,

`kkovct`vf ckn proffitcilf fktfrtc`kefkt fxpfr`fkbfs

ckn rflctfn pronubts `k taf worln.



RCETLF

E`ssòk stctfefkts



RCETLF

E`ssòk stctfefkts

Wf ir`kg pfoplf togftafr tarouga ck cffl orncilf, rfl`cilf

eonf oh trcvfl„c huk-ffillfn fxpfr`fkbf tact's nfl`vfrfnw`ta c truf afcrt ckn soul hor sfrv`bf.

Wf fkackbf taf qucl`ty oh l`hf oh taf boeeuk`t`fs wf sfrvf

ckn crf ck cbt`vf pcrtkfr `k taf kctòk's progrfss.



RCETLF

E`ssòk stctfefkts





l c k g u c g f c k n

w a y ?





c v o ̀ n t a f e y o p ̀ c







9. nftfre`kf

oijfbt`vfs



9. nftfre`kf

oijfbt`vfs âf ics`b oijfbt`vfs `k c h`re‐s e`ssòk

stctfefkt gu`nf taf nfvflopefkt oh

support`kg ecrmft`kg gocls cknplcks

Oijfbt`vfs saouln stctf spfb`h`b

`ktfktòks ckn spfb`hy c tèf pfròn

hor spfb`h`b cba`fvfefkts



9. nftfre`kf

oijfbt`vfs





RCETLF oijfbt`vfs



RCETLF oijfbt`vfs

!ô gfkfrctf ct lfcst 39% pfrbfkt proh`t hor

9439

!Cttc`k ct lfcst >4% ecrmft sacrf iy 9439!Opfk up 6 kfw N`skfylckn âfefpcrms

w`ta`k 2 yfcrs



RCETLF oijfbt`vfs



2. Cssfss`kg rfsourbfs ckn >.




Fvcluctf fkv`rokefktcl r`sms ckn

opportuk`t`fs






opportuk`t`fs

â`s boks`sts oh ck cssfssefkt oh ck orgck`zctòk‐s strfkgtas,

wfcmkfssfs, ckn cvc`lcilf opportuk`t`fs






opportuk`t`fs

â`s boks`sts oh ck cssfssefkt oh ck orgck`zctòk‐s strfkgtas,

wfcmkfssfs, ckn cvc`lcilf opportuk`t`fs

Orgck`zctòkcl rfsourbfs clso kffn to if boks`nfrfn `k crfcssuba cs pronubtòk, ecrmft`kg, ffikckbf, tfbakology, ckn

feployffs





6. 8. ckn 7. Horeulct`kg,



6. 8. ckn 7. Horeulct`kg,

èplfefkt`kg ckn eok`tor`kg c

ecrmft`kg strctfgy

âf strctfgy eust if eok`torfn to

fksurf tact oijfbt`vfs crf if`kg eft







ôols ckn ^fbak`qufshor Rubbfsshul

Rtrctfg`fs





portfrs H`vf Horbfs





H`rst eovfr strctfgy - âfory cnvobct`kg tact tafboepcky tact `s ffirst to offl fr c pronubt `k c

ecrmftplcbf w`ll if taf lokg-tfre ecrmft w`kkfr.

h`rst eovfr vs. sfbokn eovfr



H`rst eovfr strctfgy - âfory cnvobct`kg tact tafboepcky tact `s ffirst to offl fr c pronubt `k c

ecrmftplcbf w`ll if taf lokg-tfre ecrmft w`kkfr.





Rfbokn eovfr strctfgy - âfory tact cnvobctfs

oisfrv`kg blosfly taf

`kkovctòks oh ffirst eovfrs

ckn tafk èprov`kg ok tafeto gc`k cnvcktcgf `k taf

ecrmftplcbf.









Ecrmft`kg



Ecrmft`kg

strctfgy

Ecrmft`kg



Ecrmft`kg

strctfgy Ck fffl fbt`vf ecrmft`kg strctfgy nofs sfvfrcl

ta`kgs

!@t rfcbafs taf r`gat iuyfrs ct taf r`gattèf

!@t pfrsucnfs tafe to iuy taf pronubt

!@t nfvflops c strokg rflctòksa`p w`ta

tafe ovfr tèf

Ics`b Flfefkts oh Ecrmft`kg Rtrctfgy! ^crgft Ecrmft

!Ecrmft`kg E`x Xcr`cilfs



tcrgft



tcrgft

ecrmft

tcrgft



! Group oh boksuefrs towcrn waoe

taf ffire nfb`nfs to n`rfbt `ts

ecrmft`kg fffl orts, ckn ultèctfly `ts

goons ckn sfrv`bfs

! Kffn to pcy cttfktòk to grow`kg

ecrmft sfgefkts.

tcrgft

ecrmft

tcrgft



tcrgft

ecrmft

tcrgft



tcrgft

ecrmft Fxfrb`sf: Aow crf taf n`ffl frfkt `k tfres

oh tcrgft ecrmft

RE vs. Yustcks ôyotc vs. IEW

Yoi`ksoks Rupfrecrmft vs. E`k`stop

tcrgft



tcrgft

ecrmft

CYMF^`kG



CYMF^`kG

e`x



CYMF^`kG



CYMF^`kG

e`x

!Ecrmft`kg nfb`sòks bck if n`v`nfn `kto

sfvfrcl vcr`cilfs or strctfg`fs wa`bahore taf totcl pcbmcgf, bcllfn taf

ecrmft`kg e`x

!boks`sts oh c ilfkn oh hour vcr`cilfs to

ffit taf kffns ckn prfhfrfkbfs oh c

spfb`ffib tcrgft ecrmft

CYMF^`kG



CYMF^`kG

e`x



ecrmft`kg e`x




!>Ts

CYMF^`kG



CYMF^`kG

e`x



ecrmft`kg e`x




!>Ts

CYMF^`kG



CYMF^`kG

e`x



ecrmft`kg e`x




!>Ts

CYMF^`kG



CYMF^`kG

e`x



ecrmft`kg e`x




!>Ts

CYMF^`kG



CYMF^`kG

e`x



Tronubt



Tronubt



Kot just taf goon or taf sfrv`bf

@kvolvfs nfb`sòks:

ciout wact goons or sfrv`bfs to ohhfr boksuefrsbokbfrk`kg bustoefr sfrv`bf, pcbmcgf nfs`gk, irckn kcefs,

trcnfecrms, pctfkts, wcrrckt`fs, taf l`hf byblf oh c pronubt,

pronubt pos`tòk`kg, ckn kfw-pronubt nfvflopefkt



Tlcbf/N`strìutòk



Tlcbf/N`strìutòk

Tlcbf/N`strìutòk



! Fksurf tact boksuefrs ffikn taf`r pronubts

`k taf propfr quckt`t`fs ct taf r`gat tèfs

ckn plcbfs.

Tlcbf/N`strìutòk



Tlcbf/N`strìutòk





ckn plcbfs.

! @kvolvfs eonfs oh trcksportctòk,

wcrfaous`kg, ̀ kvfktory boktrol, ornfrprobfss`kg, ckn sflfbtòk oh ecrmft`kg

backkfls.

! ^fbakology acs opfkfn up kfw backkfls

oh n`strìutòk `k ecky `knustr`fs

Tlcbf/N`strìutòk

Tlcbf/N`strìutòk





ckn plcbfs.



backkfls.



Tlcbf/N`strìutòk

Tlcbf/N`strìutòk





ckn plcbfs.



backkfls.



Tlcbf/N`strìutòk

Tlcbf/N`strìutòk



Tlcbf/N`strìutòk





Troeotòk



Troeotòk!D"#+#3#- &*"/*%.2 "%(%"& *# *1% $#++7-,$/3#- :,-C

>%*0%%- &%::%"& /-) >72%"&

!;- )%8%:#!,-. / !"#+#3#- &*"/*%.2? +/"C%*%"& >:%-) *1%

8/",#7& %:%+%-*& #( !"#+#3#- *# $#++7-,$/*% +#&*

%I%$38%:2 0,*1 *1%," */".%* +/"C%*&

!;-*%."/*%) +/"C%3-. $#++7-,$/3#- $##"),-/*%& /::

!"#+#3#-/: /$38,3%& &# *1/* *1% $#-&7+%" "%$%,8%& /7-,5%) /-) $#-&,&*%-* +%&&/.%

Troeotòk



Troeotòk

N`hhfrfkt`ctòk



N`hhfrfkt`ctòk

Tr`bf

!nfcls w`ta taf eftaons oh sftt`kg proffitcilf ckn just`fficilf pr`bfs

!@t `s okf oh taf eost n`flbult crfcs `k ecrmft`kg nfb`sòk ecm`kg

!Tr`b`kg `s ohtfk blosfly rfgulctfn!Tr`b`kg `s suijfbt to boks`nfrcilf puil`b sbrut`ky

!Okf hcbtor tact `kufkbfs c ecrmftfr‐s pr`b`kg strctfgy `s

boepft`tòk



ECYMFt`kg Fkv`rokefkt








!Ecrmftfrs no kot ecmf nfb`sòks ciout tcrgft

ecrmfts ckn ecrmft`kg e`x `k c vcbuue





!Ecrmftfrs no kot ecmf nfb`sòks ciout tcrgft

ecrmfts ckn ecrmft`kg e`x `k c vcbuue

! ^cmf `kto cbboukt fkv`rokefktcl hcbtors-

Boepft`t`vf, pol`t`bcl-lfgcl, fbokoe`b,

tfbakolog`bcl, ckn sob`cl- bulturcl hcbtors







Ius`kfss portholò



ckcyls`s

Ius`kfss portholò



ckcyls`s ! Ck fvcluctòk oh c boepcky‐s

pronubts ckn n`v`sòks to

nftfre`kf taf strokgfst

ckn wfcmfst.

Ius`kfss portholò



ckcyls`s ! Ck fvcluctòk oh c boepcky‐s

pronubts ckn n`v`sòks to

nftfre`kf taf strokgfst

ckn wfcmfst.

! Rtrctfg`b ius`kfss uk`ts (or

bctfgory) Mfy ius`kfss uk`ts

w`ta`k n`vfrs`ffifn ffires -

Fcba acs `ts owk eckcgfrs,rfsourbfs, oijfbt`vfs, ckn

boepft`tors.





IBG Ectr`x



IBG Ectr`x



!Nfvflopfn iy Iostok Boksult`kg Group.

IBG Ectr`x




!C ecrmft sacrf/ecrmft growta ectr`x tact plots ecrmftsacrf cgc`kst ecrmft growta potfkt`cl

IBG Ectr`x




!C ecrmft sacrf/ecrmft growta ectr`x tact plots ecrmftsacrf cgc`kst ecrmft growta potfkt`cl



Ecy taf Horbf



Ecy taf Horbf

if w`ta Pou

Date post:	03-Jun-2018
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Topic 2 - Strategic Planning in Marketing

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