Copyright © 2015 by McGraw Hill Education (India) Private Limited

Copyright © 2015 by McGraw Hill Education (India) Private Limited

Learning Objectives:

1. Explain the concept of market opportunity and

the framework of market opportunity analysis
2. Interpret the product market fit
3. Demonstrate the approaches to marketing
planning
4. Describe the structure of marketing planning
5. Explain the process of marketing planning
Copyright © 2015 by McGraw Hill Education (India) Private Limited
MARKET OPPORTUNITY
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Demand Analysis
 Market consists of existing and potential buyers
 Market refers only to ultimate buyers
 Mere existence of an unfulfilled want among a group of
people does not necessarily constitute a market for a
product

Segmentation Analysis
 Segmentation is the process of dividing the market into
homogeneous subunits
 Basis of segmentation, demographic, geographic and
psychographic
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Industry Analysis
 Elements of Industry Structure

 Competitor Analysis

 Extent and Quality of Services Rendered by

Competitors
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PRODUCT-MARKET SELECTION
Some of the key issues that need to be addressed:
 What markets should be served?
 What form should the product take?
 What should the product offer?
 For whom is the product most important?

Making Product-Market Choices

 Horizontal Diversification
 Vertical Product Market Choice

Horizontal Markets or Horizontal Diversification

Vertical Product-Market Choice
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MARKETING PLANNING PROCESS

Strategic
Planning
Process
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Portfolio Methods

a. The Boston
Consulting

Approach
Group

(BCG)
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HUL
Growth And Market Share

9
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b. The General Electric Approach (GE)
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STRUCTURE OF MARKETING PLAN

 Executive Summary
 Situation Analysis
 Statement of Objectives
 Outlining Marketing Strategy
 Implementation Programme
 Projected Profit and Loss Statement
 Control Systems
 Copyright © 2015 by McGraw Hill Education (India) Private Limited
PROCESS OF MARKETING PLANNING

 Participation
 Scheduling
 Review
 Monitoring