08

The Planning Process

Chapter 2 (cont.)

The Strategic Planning, Implementation & Controlling Process

Planning
Corporate Planning

20

Implementing

Controlling
Measuring Results

Organizing

Division Planning

Implementing Diagnosing Results

Business Planning Taking Corrective Action

Product Planning

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Levels of a Marketing Plan

Strategic
Target marketing decisions Value proposition Analysis of marketing opportunities

Tactical
Product features Promotion Merchandising Pricing Sales channels Service

26

Corporate & Division Planning Activities

Define the corporate mission Establish strategic business units Assign resources to each SBU Assess growth opportunities

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Good Mission Statements

Focus on limited number of goals Stress major policies and values Define major competitive spheres Lets take up a project together

Coca Cola
Mission Our Road map starts with our mission, which is enduring. It declares our purpose as a Company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference

Coca Cola Values

Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities Profit: Maximize long-term return to share owners while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization

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Project
Establish your own business plan Create a vision and mission statement for the same

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Major Competitive Spheres

Industry Products Competence
Market segment Vertical channels Geographical

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eBay

We help people trade anything on earth. We will continue to enhance the online trading experiences of all collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.

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Product V/S Market Oriented Org.

Company
Missouri-Pacific Railroad Xerox Standard Oil Columbia Pictures Encyclopaedia Britannica Carrier

Product Definition
We run a Railroad. We make copying equipment. We sell gasoline. We make movies. We sell enclopedias. We make air conditioners and furnaces.

Market Definition
We are a people-and-goods mover. We help improve office productivity. We supply energy. We market entertainment We distribute information. We provide climate control in the home.

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Market Opportunity Analysis (MOA)

Can the benefits involved in the opportunity be articulated convincingly to a defined target market? Can the target market be located and reached with cost-effective media and trade channels? Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?

2-13

Market Opportunity Analysis (MOA)_2

Can the company deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed the companys required threshold for investment?

2-14

Internal SWOT Analysis

2-15

Marketing Plan Contents

Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

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Evaluating a Marketing Plan

Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?