Chapter 2 Class Notes

Chapter 2 Notes Contents


It is necessary to discuss strategic market planning and marketing early in the course. A strategic market plan gives direction to a firm's efforts and better enables it to understand the dimensions of marketing research, consumer analysis, and product, distribution, promotion, and price planning, which will be discussed in later classes.

We will look at an overview of the strategic marketing process including the development of:

The strategic market plan is not a marketing plan, it is a plan of all aspects of an organizations strategy in the market place.

The process of strategic market planning yeilds a marketing strategy(s) that is the framework and the development of the marketing plan.

Developing a marketing plan is your group project assignment. A marketing plan deals primarily with implementing the market strategy as it relates to target market(s) and the marketing mix.

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Strategic Market Planning

A Strategic marketing plan is an outline of the methods and resources required to achieve organizational goals within a specific target market(s).

"Describes the direction [an organization] will pursue within its chosen environment and guides the allocation of resources and effort" - Peter Bennett, Dictionary of Marketing Terms, AMA 1988

Strategic planning requires a general marketing orientation rather than a narrow functional orientation.

All functional areas must include marketing and must be coordinated to reach organizational goals. It is a heirarchal process, from company wide to marketing specific. (Marketing concept, implemented from top down.)

Company wide, SBU specific
A firm can be broken down into several strategic business units. Each SBU is a division, product line, or other profit center within the parent company.

An SBU has its own strategic plan and can be considered a seperate business entity competing with other SBU's for corporate resources.

For example Pepsico Companies SBUs include:

IE The College of Business and Economics is an SBU of the University of Delaware.

A strategic plan gives:

The strategic planning process may include the following, although this differs from one organization to another: The strategic market planning process is based on the establishment of organizational goals and it must stay within the broader limits of the organizations mission, that is developed taking into consideration the environmental opportunities and threats and the companies resources and distinct competancies.

A firm can then assess its opportunities and develop a corporate strategy. Marketing objectives must be designed so that they can be accomplished through efficient use of the firms resources.

Corporate strategy is concerned with issues such as diversification, competition, differentiation, interrelationships between business units and environmental issues. It attempts to match the resources of the organization with the opportunities and risks of the environment (SWOT). Corporate strategy is also concerned with defining the scope and roles of the SBU's of the firm so that they are coordinated to reach the ends desired.

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SWOT Analysis

A SWOT Analysis examines the companies: By developing a SWOT analysis, a company can determine what its distinctive competancies are. This will help determine what the organization should be in business for, what its mission should be.
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Mission Statement

Handout Visioning Missions becomes...

Reason to be? Invisible hand etc.
Product Terms...outdated
Technology Terms...outdated
Market Terms...keep in touch with consumer's needs
i.e. AT&T is in the communications business not the telephone business.
Visa...allows customers to exchange values...not credit cards
3M solves problems by putting innovation to work.
Should not be too narrow...or...too broad
Should be based on distinctive competancies of the corporation, determined from the SWOT analysis
The following are example mission statements
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Organizational goals

Organizational goals are derived from the mission, corporate strategy is derived from the organizational goals.

Goals must specify the end results that are desired, that are measurable and within a particular time frame.


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Corporate Strategy

Issues include:

Tools for strategic market planning

The following are some of the many tools that are used in developing corporate strategy, they are supplements not substitutes for management's own judgement: A separate strategy is needed for each SBU

Handout Mattel Toy....

Handout Ben & Jerry's New CEO...

What should B&J do?
Develop SWOT Analysis
Propose Mission
Strategy: Ben & Jerry's Homepage
Ben & Jerry's SWOT Analysis Return to Contents List

Marketing Planning.

Marketing plans vary by: Objective is to create a Marketing plan. A plan for each marketing strategy developed.

Marketing strategy encompasses selecting and analysing the target market(s) and creating and maintaining an appropriate marketing mix that satisfies the target market and company. A Marketing strategy articulates a plan for the best use of the organizations resources and tactics to meet its objectives. Do not pursue projects that are outside the companies objectives or that stretch the companies resources.

Plan includes:

Marketing control process consists of establishing performance standards, evaluating the actual performance by comparing it with the actual standards, and reducing the difference between the desired and actual performance.
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Marketing Management.

The planning, Organizing, Implementing and Controlling the marketing activities to facilitate and expidite exchanges effectively (NEED TO ACHIEVE ORGANIZATIONAL OBJECTIVES) and efficiently (MINIMIZING ORGANIZATIONAL RESOURCES). Therefore to facilitate highly desirable exchanges and to minimize the cost of doing so. Effective planning reduces/eliminates daily crises.
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