CHAPTER 15

STRATEGIC
MARKETING
PLANNING

© 2021 McGraw-Hill Education Limited Prepared by: Maria Vincenten, Red River College
 Learning Objectives
1. Describe how strategy is developed at the
corporate, business unit, and functional levels in
an organization.
2. Define the concepts of business, mission, and
goals, and explain why they are important in
organizations
3. Explain why managers use marketing
dashboards and marketing metrics
4. Discuss how organizations formulate strategies
5. Outline the strategic marketing process
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Moving Strategically
• Strategic marketing planning involves making
good business decisions as well as creative
marketing decisions

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Organizational Structure
and Strategy
• Marketing strategy needs to be linked to
the social goals of the company’s mission
statement
• Kinds of organizations:
– Business Firm
– Not-for-Profit Organization
– Use the terms firm, company, corporation,
and organization interchangably

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Marketing and the
Three Organizational Levels

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 Strategy Issues in Organizations
• Strategy – organization’s long-term course of
action designed to deliver a unique customer
experience while achieving its goals
• Business Plan
– convey the value of your company
• investors, employees, and future partners
– identify strengths, weaknesses, opportunities, and
threats
– marketing plan helps

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Strategy Issues in Organizations
(continued)

• Mission - statement of the organization’s

scope, often identifying its customers,
markets, products, technology, and values
– Inspirational Theme
• Stakeholders

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Strategy Issues in Organizations
(continued)

• Goals or
objectives
profit

employee
welfare sales
Social
Goals Responsibility

customer market
satisfaction share

quality

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Strategy Issues in Organizations
(continued)

• Marketing Budgets and Financials

– Marketing plans need to generate sales
forecasts that lead to determining a
company’s cash flow
– Consider realistic (expected), optimistic
(best-case), and pessimistic (worst-case)
forecasts
– May review past sales, upcoming contracts,
and market predictions on emerging trends
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 Tracking Strategic Performance

• Once the marketing plan

is put into practice, it is
immediately evaluated

“What the marketing

dashboard shows are the
key marketing metrics that
the organization believes
will drive it to success. ”
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Setting Strategic Directions
• Setting strategic direction for drawing
employees or consumers closer to an
organization involves answer
challenging questions:
– Where are we now?
– Where do we want to go?
– How will we get there?

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A Look Around:
Where Are We Now?
• Customers - provide
genuine value and benefits
to existing and prospective
customers
S W
• Competencies - special
distinguishable capabilities O T
• Competitors - external
analysis

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 Growth Strategies:
Where Do We Want To Go?

• Business
Portfolio
Analysis uses
quantified
performance
measures and
market growth
rates to analyze
a firm’s SBUs
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Growth Strategies:
Where Do We Want To Go?
(continued)
Figure 15–4 Four market-product strategies: Alternative ways
to expand sales revenues for Ben & Jerry’s
Current Products New Products
Market penetration Product development
Current Selling more Ben & Jerry’s Selling a new product such as
Market super premium ice cream frozen yogurt under the Ben &
in North America Jerry’s brand in North America
Market development Diversification
New Selling Ben & Jerry’s super Selling a new product such as
Market premium ice cream in breakfast cereal in China for
Brazil for the first time the first time

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The Strategic Marketing Process
How Will We Get There?
• Strategic Marketing Process - organization
allocates its marketing mix resources to
reach its target markets and achieve its
goals
– How to allocate resources
– How to convert plans into actions
– How results compare with plans, and
whether deviations require new plans
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The Strategic Marketing Process
(continued)

Marketing
Plan
1) Planning
2) Implementation
3) Evaluation

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The Planning Phase of the Marketing Plan

Step 1: Situational Analysis

• SWOT analysis S W
– Industry analysis
– Competitor analysis O T
– Company analysis
– Customer analysis

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 The Planning Phase of the Marketing Plan
(continued)

Step 2: Market-Product Focus and Goal Setting

• Based on market segmentation
– Set market and product goals
– Select target markets
– Determine competitive advantages
• characteristics of a product or service that make
it superior to competing substitutes
– Position the product

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The Planning Phase of the Marketing Plan
(continued)

Step 3: Marketing Program

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 The Implementation Phase of the
Marketing Plan
• Obtaining resources
• Designing the Marketing Organization

• Developing schedules
• Executing the marketing program
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The Evaluation Phase of the Marketing Plan

• Identifying Deviations
– Marketing dashboard
– actual < planned
• Acting on Deviations
– Correcting a negative
– Exploiting a positive

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