(UBTM3303) STRATEGIC MARKETING PLANING & CONTROL

BACHELOR OF MARKETING (HONS)

YEAR 3 SEMESTER 3
Tutorial Group: T6

Overview of the Strategic Marketing Planning Process

Name ID Number
Alex Hoe Kian Siong 0806448
Lee Chee Heng 0806619
Saw Wei Jen 0805741
Tay Wei Shen 0801705
Tee Chew Yin 0806530
 Mission, value strategies, and market definition.

Internal analysis External analysis

Strategic formulation

Corporate objective and corporate strategies

Marketing objective and marketing strategies

Objectives and strategies for Organization and implementation

marketing Instrument of marketing
 Mission, Value, Strategies, and Market Definition

Mission: A formal, short, written statement of the purpose of a company

or organization.

Value : Beliefs that are shared among the stakeholders of an

organization. Values drive an organization's culture and
priorities and provide a framework in which decisions are made.

Strategies: A combination of the ends (goals) for which the firm is

striving and the means (policies) by which it is seeking to get
there.

Market Definition: Defining the market at the level of company, the

SBU, and the product before doing the situation
analysis.
 Internal and External Analysis
• Internal Analysis
– To identify the company’s strengths and weaknesses
• Finance, marketing, innovation, production, management and
organization, and staff.

• External Analysis
– To determine the company’s opportunities and threats
• Customer analysis
• Industry analysis
• Competitor analysis
• Analysis of distribution and suppliers
From analysis to strategy
•Forecasting
•SWOT
•Portfolio analysis

Corporate objective and strategies

•Review vision and value strategy
•Corporate objectives
•Investment decisions
•Partnering
Marketing objectives
• Goals to be accomplish
• Market share or sales
• Profit

Marketing strategies
• Help achieve marketing objective
• Heart of marketing plan
• Marketing mix strategy
• Targeting
• brand positioning
Objectives and Strategies for marketing
instruments

price product

place promotion
 Organization and implementation of
marketing
Organization

Implementation

Personnel