Elements of Marketing Planning

•Marketing does not take place in a vacuum.
•A mission statement articulates an organization’s purpose, or reason for existence.
•Most mission statements also include a discussion of what the company would like to become in the future – its strategic vision.

Elements of Marketing Planning

•Goals eventually become refined into specific measurable, and (hopefully) attainable objectives for the firm. 

Organizational Strategies

•A strategy is a comprehensive plan stating how the organization will achieve its mission and objective.
•A firm’s generic strategy is its overall directional strategy at the business level.

Elements of Marketing Planning

•Competitive Strategy Options

- Cost Leadership: Cost leadership, basically, means the lowest cost of operation in the industry. Cost leadership is often driven by company efficiency, size, scale, scope and cumulative experience.

- Differentiation: the development of a product or service that offers unique attributes that are valued by customers and that customers perceive to be better than or different from the products of the competition.

- Focus (Niche): describes enterprise strategies that are focused closely on serving segment-specific or niche markets. Business strategy may alternatively be based on the process of product or service differentiation across a range of markets and market segments.

Competitive Strategy Options

•A firm's relative position within its industry determines whether a firm's profitability is above or below the industry average. The fundamental basis of above average profitability in the long run is sustainable competitive advantage. There are two basic types of competitive advantage a firm can possess: low cost or differentiation. The two basic types of competitive advantage combined with the scope of activities for which a firm seeks to achieve them, lead to three generic strategies for achieving above average performance in an industry: cost leadership, differentiation, and focus. The focus strategy has two variants, cost focus and differentiation focus.



Porter’s Value Chain



Primary Activities

1.Inbound Logistics - involve relationships with suppliers and include all the activities required to receive, store, and disseminate inputs.
2.Operations - are all the activities required to transform inputs into outputs (products and services).
3.Outbound Logistics - include all the activities required to collect, store, and distribute the output.
4.Marketing and Sales - activities inform buyers about products and services, induce buyers to purchase them, and facilitate their purchase.
5.Service - includes all the activities required to keep the product or service working effectively for the buyer after it is sold and delivered.

Secondary Activities

1.Procurement - is the acquisition of inputs, or resources, for the firm.
2.Human Resource management - consists of all activities involved in recruiting, hiring, training, developing, compensating and (if necessary) dismissing or laying off personnel.
3.Technological Development - pertains to the equipment, hardware, software, procedures and technical knowledge brought to bear in the firm's transformation of inputs into outputs.
4.Infrastructure - serves the company's needs and ties its various parts together, it consists of functions or departments such as accounting, legal, finance, planning, public affairs, government relations, quality assurance and general management.

SWOT Analysis

SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face.









Modifié le: mardi 14 août 2018, 08:31