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    Strategies and Plans

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    Angie Lee Calimbo
    The document discusses strategies and plans for developing effective marketing strategies. It provides guidelines for [1] identifying business goals and target markets, [2] researching customer needs and competitors, and [3] developing strategic marketing plans. The key aspects of an effective marketing strategy include describing products and services, profiling customers and competition, and identifying tactics to measure success. Strategic planning helps allocate resources across business units to achieve long-term objectives.

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    Strategies and Plans

    Uploaded by

    Angie Lee Calimbo
    29 views15 pages
    The document discusses strategies and plans for developing effective marketing strategies. It provides guidelines for [1] identifying business goals and target markets, [2] researching customer needs and competitors, and [3] developing strategic marketing plans. The key aspects of an effective marketing strategy include describing products and services, profiling customers and competition, and identifying tactics to measure success. Strategic planning helps allocate resources across business units to achieve long-term objectives.

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    Marketing and Customer Value, Corporate and Division Level Strategic Planning

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    The document discusses strategies and plans for developing effective marketing strategies. It provides guidelines for [1] identifying business goals and target markets, [2] researching customer needs and competitors, and [3] developing strategic marketing plans. The key aspects of an effective marketing strategy include describing products and services, profiling customers and competition, and identifying tactics to measure success. Strategic planning helps allocate resources across business units to achieve long-term objectives.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    29 views15 pages

    Strategies and Plans

    Uploaded by

    Angie Lee Calimbo
    The document discusses strategies and plans for developing effective marketing strategies. It provides guidelines for [1] identifying business goals and target markets, [2] researching customer needs and competitors, and [3] developing strategic marketing plans. The key aspects of an effective marketing strategy include describing products and services, profiling customers and competition, and identifying tactics to measure success. Strategic planning helps allocate resources across business units to achieve long-term objectives.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    STRATEGIES AND PLANS

    THE 5 SHADES

    Corrales, Marlo Dominic


    Corrales, Joanna Christine
    Calimbo, Angie Lee
    Gabia, Rhona Mae
    Matutud, Maria Theresa
    - Is a total system of business activities designed to
    plan, price, promote and distribute want-satisfying
    products to target market in order to achieve
    organizational objectives.
    Your marketing strategy affects the way you run your entire business, so it
    should be planned and developed in consultation with your team. It is a
    wide-reaching and comprehensive strategic planning tool that:
    • Describes your business and its products and services
    • Explains the position and role of your products and services in the market
    • Profiles your customers and your competition
    • Identifies the marketing tactics you will use
    • Allows you to build a marketing plan and measure its effectiveness.
    DEVELOP MARKETING STRATEGIES

    IDENTIFY YOUR BUSINESS GOALS


    Your business goals might include:
    • Increasing awareness of your products and services
    • Selling more products from a certain supplier
    • Reaching a new customer segment.
    DEVELOP MARKETING STRATEGIES

    A simple criteria for goal-setting is the SMART method:


    DEVELOP MARKETING STRATEGIES

    STATE YOUR MARKETING GOALS


    7PS OF MARKETING
    DEVELOP MARKETING STRATEGIES
    RESEARCH YOUR MARKET
    DEVELOP MARKETING STRATEGIES

    CUSTOMER VALUE is the term used to define how customers weigh the
    benefits of individual purchasing decisions against the costs of these
    purchases.
    DEVELOP MARKETING STRATEGIES
    IDENTIFYING COMPETITORS
    CORPORATE AND DIVISION STRATEGIC PLANNING,
    BUSINESS UNIT STRATEGIC PLANNING
    CORPORATE AND DIVISION……….

    Strategic planning can be defined as the process of determining the basic long
    term objectives of an enterprise and the adoption of courses of action and
    allocation of resources necessary to achieve these objectives.
    i. Defining corporate mission
    ii. Establishing Strategic Business Unit (SBU)
    iii. Assigning resource to each SBU
    iv. Planning new business and downsizing older business
    CORPORATE AND DIVISION……….

    A. DEFINING CORPORATE MISSION


    Defining corporate mission helps to create a sense of direction and opportunity for
    the organization.
    EXAMPLE:
    Corporate mission of prime finance: Be a leading, efficient customer oriented
    financial service provider in its selected market.
    Good corporate mission statements focus on three characteristics:
    I) limited number of goals/objectives
    II) honor corporate policies and values
    III) define major competitive scopes in its selected market( e.G. Industry ,product &
    application, competence, market segment, vertical, geographical scopes)
    CORPORATE AND DIVISION……….

    B) ESTABLISHING SBU
    i) SBU must be planned separately
    from the rest of the company
    ii) SBU has its own set of
    competitors
    iii) SBU has a manager who is
    responsible for strategic planning
    CORPORATE AND DIVISION……….
    C)ASSIGNING RESOURCES TO EACH SBU
    When a company has a number of products in the market,
    not all of them are contributing equally, not all of them
    have equal opportunity for growth. Each of them has to be
    treated differently and budget allocation make separately.
    EXAMPLES:
    Boston consulting group approach
    I)question marks -operate in high growth rate where there is
    already a market leader. Company has to pour more
    investment to stay competitive.
    Ii)stars - a star is a market leader in high growth market-may not
    give sufficient revenue or profit
    Iii) cash cows -when growth rate falls than 10% the stars
    becomes a cash cow provided it still has a very high market
    share and contributed significantly to the profitability of the
    company. Growth rate has slowed because the sector growth
    has slowed.
    Iv) dogs-here the objective is to sell or liquidate the business
    because resource can be better utilized elsewhere.
    CORPORATE AND DIVISION……….

    D) PLANNING NEW BUSINESS AND DOWNSIZING OLDER BUSINESS

    Intensive Growth Integrative Growth Diversification Growth


    i. Market Penetration i. Backward Integration – i. Concentric diversification –
    Strategy (current market, acquiring one or more developing new product that
    has technological and
    current product) suppliers to gain control marketing synergies with
    current product
    ii. Product Development ii. Forward Integration –
    Strategy (new product for acquiring one or more ii. Horizontal diversification –
    current market) wholesalers if they are developing new product that
    might appeal current customers
    more profitable but not related with current
    iii. Market Development business
    Strategy (new market, current iii. Horizontal Integration –
    product) acquiring one or more iii. Conglomerate – developing
    competitors new business that has no
    relation with company’s

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