Presented by :
Asim Anwar
Nadeem rajput
Submitted to
Sir Naveed Qureshi

Chap 2: Company and Marketing Strategy

2.1: Strategic Planning:

All companies need strategies to meet changing markets. No one strategy is best for
all companies. Each company must find the way that makes most sense, given its
situation, opportunities, ohjeetives and resources. Marketing plays an important
role in strategic planning. It provides information and other inputs to help
prepare the strategic plan. Strategic planning is also the first stage of marketing
planning and defines marketing's role in the organization. The strategic plan
guides marketing, which must work with other departments in the organization to
achieve strategic objectives.

Process:
Be sure your strategic business plan includes the following:
1. Consider Your Vision And Mission Statement:
Whether you are managing a business unit or the entire company, it’s worthwhile to
revisit your vision and mission statement for purposes of keeping it in mind while
crafting your strategic business plan. Your mission statement will be a reminder of
your core competency and your vision statement will guide your goal creation.
Include this in your business plan as a reminder for your audience as well.
2. Conduct A SWOT Analysis
You need to know where you’re at to determine where you want to go and how you’ll
get there. Look internally and to the market to put together a list of your
strengths, weaknesses, opportunities and threats. Then decide which elements are
worth your focus and will return the best outcomes. Consider bringing others into
your SWOT analysis compilation as they might have perspectives different from
yours.
3. Outline Your Objectives
Your goals should be specific. It’s not enough to say, “I want to maximize sales.”
You need to analyze last year’s sales, consider the market and review your action
plans to determine what kind of sales increase is attainable. Stating your goal is
to increase sales 10 percent year over year or by $170,000 by December 31 is
acceptable – and something that will help your team gain perspective and keep
motivated. It’s a good idea to consider objectives attainable in one year, two or
three, five and 10.
4. Determine Staffing Needs
Strategic workforce planning should be part of your business planning. Beyond how
many additional staff members you need, think about which departments will need the
support and how that will shift over time. With technology’s impact on the future
of work, there may be increasing opportunities for virtual workers or independent
contractors and shifting demand due to task automation. Take attrition into account
and start building a pipeline to help you ramp up quickly when the need arises.
5. Determine Your Resources
Growing your business requires an investment of some kind – whether it’s staffing,
money, training, time, information and a whole host of other things. Take this time
to determine which resources would be affected by chasing your goals and outline
your needs here. It’s important to be painfully clear about what you’ll need to
accomplish your goals so it’s no surprise when you start asking in the
implementation stages.
 6. Brainstorm Strategies
Here’s the fun part! Brainstorm multiple strategies that will help you reach your
objectives. Allow yourself to think outside the box here and pull in people who
will come up with alternative ideas. It’s ideal to go beyond jotting down the ideas
and really analyze the potential of the strategy. Think about more than just the
financial cost of the option and consider the real cost and opportunity cost.
Brainstorm the advantages and disadvantages of each option and how they all compare
to each other.
7. Write Your Action Plans
Once you’ve settled on one or two strategies you’re ready to implement – decide who
is going to be accountable for bringing them to fruition. You should create a guide
to follow; it would be wise to include the project leader in this business planning
session. Action plans complete with steps will give you the best chances of
success. Don’t be afraid to revisit these action plans, as necessary, as you
progress in the project. Being agile is of the utmost importance in the current
business environment.
8. Measure Success
If you’ve put in all this work to create a business plan, you certainly want to
know how it turns out. Before you dive right into to writing a new business plan
next year, take your time to measure your success. Analyze the data, determine the
return on your investment and find out your position in the marketplace. This will
lend insight for building your new strategic business plan.

2.1 Marketing process

1. Identify need and want: each marketing should begin with marketing
analysis A need is the consumer desire to get functional utility out of an offering
and want is a specific requirement of products to satisfy a need

2. situation analyses: marketing strategy based on marketing goals it

focuses on first on the conditions of the market depending on the industry the
marketing strategy can dear Food be set up for the shot or the long-term in any
case in the competitive situation to be monitored on an ongoing basis to allow or
identifying changes early on and adapting the strategy accordingly

3. Marketing mix: is include a selection of the suitable marketing tools

it includes
a) Price: it refers to the value that is put for a product it depends on cost of
production segment targeted ability of the market to pay supply demand and host of
other direct and indirect factors
b)Product :it refers to the item actually being sold the product must deliver a
minimum level of performance otherwise even the best work on the elements of the
marketing mix won’t do any good
c)Place: it reference to the point of sale in every industry catching the eye of
the consumer and making it easy for them them to buy it is that M of good
distributors or place strategy
d)Promotion: this refers to all the activities undertaken to make the product or
service known to the user and trade discount include advertising word-of-mouth
press reports incentives commissions and awards to the trade
4. Objectives and goals of marketing :The marketing goals stems from the
company goes define for instance in term of criteria that can be made yet suggests
they will amend the number of customers or the position on the market
5. Evaluation of marketing strategy : market evaluation is a research of a
market please eat at the mining whether Agnew company can perform well And succeed
in a new business environment it had received insight into your competitors state
of affairs and market rents and make a strategic busy business decisions
6. Customer satisfaction : the persons feeling of pleasure and
disappointment which resulted from comparing a product perceived performance or
outcome against his her expectations
7. implementation and control :market implementation is a way to implement
your marketing plan through detail project planning that alliance with the overall
strategy good of the organisation control is simply the way you ensure that the
milestone you said on your implementation plan are being met

Thank you