The process of developing and maintaining a
strategic fit between the organization`s
goals and capabilities and its changing
marketing opportunities.
Defining the company
mission
Setting company
objectives and goals
Corporate level
Designing the business
portfolio
Planning, marketing and
other functional
strategies
Business unit,
Market and
product level
 Planning
is the process of anticipating future
events and determining strategies to achieve
organizational objectives in the future.
 Marketing
planning
involves
designing
activities relating to marketing objectives
and the changing marketing environment.
 Marketing plan is a written document that
acts as a guidebook of marketing activities
for the marketing manager
A
strategic marketing plan is the document
that details the company`s objectives,
situation analysis, marketing strategy and
the elements of company`s marketing mix.
Business mission statement
Situation or SWOT analysis
Objectives
Marketing strategy
Target market strategy
Marketing mix- P`s
Implementation evaluation
control
A
statement of the firm business based on
careful analysis of benefits sought by present
and potential customer and an analysis of
existing and anticipating environment.
 Marketing
Myopia
 Strategic business unit
 S-
Strength
 W- Weakness
 O- Opportunities
 T- Threat
it is a set of unique features of a company and
its products that are perceived by target market
as significant and superior to the competition.
 Cost competitive advantage:
 Experience curve
 Efficient labour
 No frills goods and services
 Government subsidies
 Product design
 Reengineering
 Product innovation
 New method of service delivery
 Niche
competitive Advantage: seeks to target
and effectively serve a single segment of the
market. Eg. Indian coffee house
 Building
sustainable competitive advantage:
that can`t be copied by competitor. Eg.
Honda Activa
 It
is a statement of what is to be
accomplished through marketing activities.
 Essentials:
Realistic
 Measurable
 Time specific
 Compared to bench mark

 Strategic
1.
2.
3.
alternatives:
Ansoff`s Strategic Opportunity Matrix
Boston consulting group`s matrix
GE Matrix
Present Product
New Product
Present Market
Market Penetration:
a marketing strategy
that tries to increase
market share among
existing customer.
Eg. Amul selling milk
to existing customer
base
Product
Development:
creation of new
product for present
market.
Eg. Amul developed
flavored yogurt
New Market
Market development:
attracting new
customer for existing
product.
Eg.amul enters
market such as UAE
or Austra
Diversification:
increasing sales by
introducing new
product in new
market.
Eg. Amul enters pizza
and quick service
restaurant
High
High
I
N
D
U
S
T
R
Y
G Low
R
O
W
T
H
-----------------Market share dominance------------------Low
Star:
1. is fast growing market leaders.
2. Profits are high
3. Lots of cash to finance rapid
growth
4. Efforts on better distribution,
more promotion, product
efficiency
Eg. ipad -Apple
Question Mark:
1. Shows rapid growth
2. Less profit margins
3. Low market share in large
growing industry.
4. Efforts:- invest heavily,
dropping of SBU
Eg. Videocon Mobile
Cash cows:
1. SBU generates more cash than
it needs to maintain its market
share.
2. Low growth market
3. Product has a dominant share in
Dog:
1. Low growth rate and small
market share.
2. Eventually leave the market
place
3. Eg. Maruti Baleno & versa.
Industry Attractiveness
Competitive strength
High
Medium
Low
High
Medium
INVEST
INVEST
PROTECT
INVEST
PROTECT
HARVEST
PROTECT
Low
HARVEST
DIVEST
15
Grow
Hold
Harvest
-strong business units in attractive industries
-average business units in attractive industries
-strong units in average industries
-average business units in average industries
-strong units in weak industries
-weak units in attractive industries
-weak units in unattractive industries
-average units in unattractive industries
-weak units in average industries
 Target
market: A market segment is a group
of individuals or organizations that share one
or more characteristics.
 Market
opportunity analysis (MOA): the
description and estimation of the size and
sales potential of market segments that are
of interest to the firm and the assessment of
key competitors in the market segment, it
may target
 It
refers to unique blend of product, place
(distribution), promotion and pricing
strategies designed to produce mutually
satisfying exchanges with a target market.
 Product
mix
 Price mix
 Place mix
 Promotion mix
 Implementation
 Evaluation
and control
 Marketing audit