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Education, Inc. Publishing as

Prentice Hall

02

Marketing Strategy
 Strategic
Planning

ORGANIZATIONAL
MARKETING
CAPABILITIES AND
OPPORTUNITIES
GOALS

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 Strategic planning steps

DEFINE THE SET DESIGN PLAN

MISSION OBJECTIVES BUSINESS STRATEGIES
PORTFOLIO

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 Strategic Planning

The organization’s purpose, what it

wants to accomplish in the larger
environment

Mission
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 Sample Mission

“We help you organize the world’s

information and make it universally
accessible and useful.”
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Disney

“We create fantasies—

a place where dreams
come true and America
still works the way it’s
supposed to”

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Strategic Planning

Set Objectives
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Strategic Planning

Analyze Portfolio
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 SBUs

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 Portfolio - BCG Matrix
HIGH
Market Growth Rate

$
LOW

HIGH LOW
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as Prentice Hall
Relative Market Share
Strategic Planning

Develop Growth Strategies

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 Product-Market Growth Matrix
EXISTING

Market Penetration Product Development

Market Emphasis
NEW

Market Development Diversification

EXISTING NEW
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Publishing as Prentice Hall
Product Emphasis
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 Value Chain
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Value Delivery
 Marketing strategy

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Market segmentation
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 Market targeting

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 Market positioning

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 PRODUCT

PRICE

DISTRIBUTION

PROMOTION
Marketing Mix
Strategies
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 Managing marketing effort

SITUATION ANALYSIS

DEVELOP STRATEGIC AND

MARKETING PLANS

IMPLEMENT THE PLANS

MEASURE AND EVALUATE

THE RESULTS

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 Marketing Analysis

S W
Strengths Weaknesses
INTERNAL
Market Growth Rate

O T
Opportunities Threats
EXTERNAL

POSITIVE NEGATIVE
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as Prentice Hall
Relative Market Share
 The Marketing Plan

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Implementing the Plan

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Organization

FUNCTIONAL PRODUCT CUSTOMER

MANAGEMENT MANAGEMENT
GEOGRAPHIC
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Marketing Control

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Marketing ROI

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permission of the publisher. Printed in the United States of America.

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Publishing as Prentice Hall