Marketing Planning: Creating Value & Building Profitable Relationships, Apuntes de Administración de Empresas

¡Descarga Marketing Planning: Creating Value & Building Profitable Relationships y más Apuntes en PDF de Administración de Empresas solo en Docsity! TOPIC 2. MARKETING PLANNING. 2.1.Strategic planning and marketing´s role 2.2.Marketing strategyand the marketing mix 2.3.Managing the marketing effort 2.1 STRATEGIC PLANNING AND MARKETING ROLE Customer-driven marketing strategies and programs are guided by broader company-wide strategic plans Strategic planning is the process of developing and maintaining a strategic fit between the organization´s goal and capabilities and its changing marketing opportunities.Try to adapt a company to the strategic environment. The strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment. Strategic planning is a four-step process. STEP 1 DEFINING A MARKET-ORIENTED MISSION What is our business? (differencing product orientation or customer orientation) Who is the customer? What do customers value? What should our business be? (also in the future, the vision, not just the vision, who we want to be) These simple questions are among the most difficult the company will ever have to answer.The main reason why the company exits. It doesn’t change, unless it doesn’t fit the company, you change the goals. MISSION STATEMENT. E.g. Google’s mission is to organize the world’s information and make it universally accessible and useful. STEP 2 SETTING COMPANY OBJECTIVES AND GOALS The company needs to turn its mission into detailed supporting objectives for each level of management. In a Middle-Long Term. General goals, not specific for the Short Term plans. These objectives include business objectives and marketing objectives. (i.e:) 1 Invest in research and design 2 Improving profits 3 Increasing sales or reducing costs 4 Increasing domestic or international sales Marketing strategies and programs must be developed to support the marketing objectives MARKETING TOPIC 2. MARKETING PLANNING MARKETING TOPIC 2. MARKETING PLANNING 2.3 MANAGING THE MARKETING EFFORT 1. MARKETING ANALYSIS (SWOT) 2. MARKETING PLANNING Through strategic planning the company decides what it wants to do with each business unit. Marketing planning involves choosing marketing strategies that will help the company attain its overall strategic objectives. A detailed marketing plan is needed for each business, product or brand. Process: 1 Executive summary 2 Current marketing situation 3 Threats and opportunities analysis 4 Objectives and issues 5 Marketing strategy 6 Action programs 7 Budgets 8 Control 3. MARKETING IMPLEMENTATION A brilliant marketing strategy counts for little if the company fails to implement it properly MARKETING TOPIC 2. MARKETING PLANNING MARKETING TOPIC 2. MARKETING PLANNING Marketing implementation is the process that turns marketing plans into marketing actions to MARKETING TOPIC 2. MARKETING PLANNING