Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -/questions/processes? Strategy -components and measurement
Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning - role/questions/processes? Strategy - components and measurement
Marketing planning The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action, and implement those decisions Is part of strategic planning
The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action, and implement those decisions Is part of strategic planning Marketing planning
Why plan? A typical planning framework Where are we now? How did we get there? Where are we heading? Where would we like to be? How did we get there? Are we on course?
Why plan? A typical planning framework • Where are we now? • How did we get there? • Where are we heading? • Where would we like to be? • How did we get there? • Are we on course?
The marketing planning process Business mission Re-definition Marketing audit Marketing planning at SWOT analysis the business level Marketing objectives Core strategy Marketing Marketing mix decisions planning at the product Organization and implementation level Contro
2 Re-definition The marketing planning process Business mission Marketing audit SWOT analysis Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control Marketing planning at the business level Marketing planning at the product level
Planning at the business level Business mission Re-definition Marketing audit SWOT analysis Marketing objectives Strategic Strategic thrust objectives
3 Re-definition Planning at the business level Business mission Marketing audit SWOT analysis Marketing objectives Strategic thrust Strategic objectives