Chapter 2 Slides

Copyright 2011 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442525207/Solomon/Marketing/2
nd
edition
PowerPoint
to accompany
Chapter 2
Strategic Planning
and the Marketing
Environment
THE ADVANTAGE IS UNDENIABLE
nd
edition
Objectives for Chapter 2
Explain the strategic planning process

1
2
Describe the steps in the marketing
planning process
3

Explain operational planning

Discuss some of the important aspects of
an organisations internal environment
4
5
Explain why marketers scan an
organisations external environment
nd
edition
Business (or corporate) Planning
Business
Planning
An ongoing process of making
decisions that guide the company
both in the short term and in the
long term
Marketing
Plan
A document that describes the:
Marketing environment
Marketing objectives
Strategy
Staff responsible
Which
guides
the
nd
edition
Undertaken by
top-level
management
Undertaken by
top functional
staff
Three Levels of Business Planning
Strategic Planning
(Corporate)
Functional Planning
(SBU)
(strategic business unit)
Operational Planning
Corporate or Business Planning Hierarchy
SBU
Strategy 1
SBU Strategy 2
Business definition
Objectives
Product /market portfolio
Competitive strategy
Resource allocation and management
Marketing Strategy
Product Strategies
Market Strategies
Corporate
Level
Functional Level of SBU
Strategic
Business
Unit Level
Corporate Strategy
Mission and vision
Objectives
Business portfolio strategy
Resource development
Corporate values
SBU
Strategy 3
Finance and
Administration
Strategy

Production
And Operation
strategy

R&D Strategy
Technology
Product
development
Human Resources
Strategy
Wesfarmers Business Planning Hierarchy
SBU
Coles
Marketing Strategy
Product Strategies
Market Strategies
Corporate
Level
Functional Level of SBU
Strategic
Business
Unit Level
Corporate Strategy
Chairman
CEO
Managing Directors of:
HRM, Business Development,
Corporate Affairs, Finance etc
SBU
Home Improvement &
Office Supplies
Finance and
Administration
Strategy

Production
and Operation
strategy

R&D Strategy
Technology
Product
development
Human Resources
Strategy
SBU
Insurance
SBU
Target
SBU
KMart
nd
edition
Strategic Planning

1. Define the
Mission
2. Evaluate the
internal and
external
environments
5. Develop
growth strategies
3. Set
organisational
or SBU
objectives
4. Establish
the business
portfolio
A process that matches an
organisations resources and
capabilities to its market opportunities

nd
edition
Functional (marketing) Planning
1 Perform a
situation
analysis
(SWOT)
2. Set
marketing
objectives
3. Develop
marketing
strategies
4. Implement
marketing
strategies

A decision process that develops
detailed plans for strategies and tactics
to support the strategic plan

5. Monitor and
control marketing
strategies
nd
edition
Operational Planning
2. Use marketing
metrics to monitor
how the plan is
working

Focuses on developing detailed
plans that carry out functional
plans

1. Develop
action plans to
implement the
marketing plan
nd
edition
Steps in Strategic Planning
STEP 1: Define the Mission
Answers are documented
in the Mission Statement
What
business
are we in?
What
customers
should we
serve?
How should
we develop
the company's
capabilities?
nd
edition
Mission Statement Examples
Our purpose is
to create long-
term value
through the
discovery,
development and
conversion of
natural
resources, and
the provision of
innovative
customer and
market-focused
solutions
BHP Billiton
We are an
international
financial services
organisation that
provides a
comprehensive
and integrated
range of financial
products and
services through
our group of
banks
NAB
nd
edition
V8 Supercars Mission Statement
nd
edition
STEP 2: Evaluate the Environment
(a) The Internal Environment
Internal
environment
includes...
People
Technologies
Facilities
Culture
The controllable elements inside an
organisation
nd
edition
PEST
Analysis
Analysis of the
external factors that
can affect an
organisation
(b) External Environment
Political
Stability
Attitude to
business
Economic
Growth
Interest rates
Sociocultural
Current trends
Social classes
Technology
Use of Internet
Other trends
nd
edition
2a + 2b = SWOT Analysis
Threats Weaknesses
Strengths Opportunities
INTERNAL EXTERNAL
nd
edition
STEP 3: Setting SBU
Objectives
Usually
relates to...
Sales
Profitability
Market standing
ROI
Customer
satisfaction
Objectives
should be
SMART...
Specific
Measureable
Attainable
Realistic
Timely
S
M
A
R
T
nd
edition
Functional
areas
Marketing
Operations
Finance
Functional
areas
Marketing
Operations
Finance
Functional
areas
Marketing
Operations
Finance
STEP 4: Establish The Business
Portfolio
SBU 1
(Mission,
Objectives,
Strategy)
SBU 2
(Mission,
Objectives,
Strategy)
SBU 3
(Mission,
Objectives,
Strategy)
Corporation
(Mission, Objectives)
nd
edition
Portfolio Analysis

How does a business know which SBU will perform
well or badly?

In which areas should the business expand or
contract?

Which SBUs should receive more resources (eg,
money)?

Which SBUs are more in line with the mission
statement?
One Portfolio Analysis model is:
The BCG Growth-Market Strategy Matrix

Portfolio Analysis
The BCG Growth-Market Strategy Matrix
STEP 5: Develop Growth Strategies
Strategy = Market
penetration
Seek to increase sales
of existing products to
existing markets
Strategy = Product
development
Create growth by selling
new products in
existing markets

Strategy = Market
development
Introduce existing
products to new markets

Strategy =
Diversification
Emphasise both
new products and
new markets to achieve
growth
Existing products
New products
Product Emphasis
E
x
i
s
t
i
n
g

m
a
r
k
e
t
s

N
e
w

m
a
r
k
e
t
s

M
a
r
k
e
t

E
m
p
h
a
s
i
s

nd
edition
The Internal and
External
Business
Environments
nd
edition
The Internal Environment
The controllable
elements inside an
organisation
Corporate culture
Set of values,
norms and beliefs
Influences the behaviour of
everyone in the organisation
Example:
Level of risk taking
towards trying
new ideas
Example:
Attitudes toward
staff
Attitudes of staff
nd
edition
The External Environment
1. Economic Environment
Economic
environment
Business cycles
Inflation
Consumer confidence
Business cycle
The overall pattern of change in the
economy that affects consumer and
business purchasing power
nd
edition
2a The Competitive Micro-Environment
(buyer choices/alternatives)
Competitive
intelligence
Gathering and analysing
publicly available
information
News
Internet
Government
Sales Reps
Advertising
Compete for
discretionary income
Product competition
Brand competition
nd
edition
2b The Competitive Macro-Environment
(market structures in the industry)
Monopoly
A company the only supplier of a product
can control price and supply
Perfect Competition
Many small sellers, similar products, all unable to
impact price or supply
Oligopoly
Small number of sellers, each with a
major market share
Monopolistic Competition
Many companies, with slightly different
products, offering unique benefits
nd
edition
3. The Technological Environment
Examples =
Internet, phones,
MP3, barcodes
(a) May provide
competitive
advantages
Fast moving
Can quickly transform
industries.
Patents
(b) Helps develop
customer
databases
nd
edition
4.The Legal Environment
The Trade
Practices Act
(1974)
Australian
Competition
and Consumer
Commission
(ACCC)
Australian Consumers
Association
(Choice magazine)
nd
edition
Choice Magazine
nd
edition
5. The Sociocultural Environment
Demographics
Statistics that
measure
observable
aspects of a
population
Example:
More people
living alone
Need for:
Smaller cars
City apartments
Ready-to-eat-meals
Sociocultural = Characteristics of
society, its people, and the culture that
reflects its values and beliefs
nd
edition
THE MARKETING PLAN
nd
edition
Marketing Plan
Step 1. Situation Analysis
Detailed review of...
Competitors Customers
and build on information
from Strategic Plan...

SWOT

PEST

2
1
nd
edition
Marketing Plan
Step 2. Objectives
More
specific to...
Brands
Product
features
Customers
nd
edition
Marketing Plan
Step 3. Develop Strategies
1. Select segment and target market
2. Develop marketing mix strategies
Product
Design
Branding
Packaging
Support
services
Price
Represents
value
Distribution
Where/when
product is
available
Promotion
Advertising
Sales promotion
Public relations
Direct marketing
Personal selling
nd
edition
Marketing Plan

Step 4. Implement

Step 5. Monitor and Control
measuring actual performance against
marketing objectives, and making
adjustments if necessary
Need for marketing metrics
(measurements at different stages)
nd
edition
Operational Plans
Day-to-day execution
of the marketing plan
Usually only covers a
few months
Performed by first-
line supervisors
Includes detailed
directions who and
when and $s

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Copyright 2011 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442525207/Solomon/Marketing/2

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