Strategic Plannnig
Strategic Plannnig
Strategic Plannnig
ASCO
Market
Market
Oriented
Oriented
Motivating
Motivating Realistic
Realistic
Characteristics
Characteristics
of
of Good
Good Mission
Mission
Statements
Statements
Distinctive
Distinctive Specific
Specific
Competencies
Competencies
Fit
Fit Market
Market
Environment
Environment
Existing New
Products Products
Existing 1. Market 3. Product
Markets Penetration Development
New 2. Market
4. Diversification
Markets Development
Product/ Market Expansion Grid ASCO
• Market Penetration:
Penetration increase sales to present customers with
current products. How? Cut prices, increase advertising, get
products into more stores.
• Market Development:
Development develop new markets with current
products. How? Identify new demographic or geographic
markets.
• Product Development:
Development offering modified or new products to
current customers. How? New styles, flavors, colors, or
modified products.
• Diversification:
Diversification new products for new markets. How? Start up
or buy new businesses.
Marketing’s Role in
Strategic Planning ASCO
– Market Targeting:
Targeting evaluating and selecting which target segments
to enter.
– Market Positioning:
Positioning products distinctive and desirable place in
the minds of target segments compared to competing products.
• Marketing Strategies for Competitive Advantage
– Market-Leader
– Market Challenger
– Market-Follower
– Market-Nicher
The Marketing Process ASCO
Demographic- Technological-
Economic Marketing Natural
Environment Intermediaries Environment
ys ng
M lan
ar n
al eti
P
is
ke in
An ark
Product
tin g
M
g
Place Target Price
Suppliers Publics
Consumers
n
ti o
en ing
M Con
Promotion
ar tr
ta
em et
ke ol
pl rk
tin
Im Ma
g
Political- Social-
Legal Competitors Cultural
Environment Environment
Marketing Mix- The Four P’s
Price ASCO
Product
“Goods-and-service” Amount of money
combination that a that consumers
company offers a have to pay to obtain
target market the product
Target
Customers
Intended
Positioning
Executive Summary
Current Marketing Situation
Threats and Opportunities
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
Marketing Implementation
ASCO
Marketing Strategy
Decision
and
Reward Human
Organizational
Resources
Structure
Implementation
Marketing Performance
Marketing Control ASCO
Measure
Performance
Evaluate
Performance
Take Corrective
Action
Marketing Audits ASCO
Environment
Function Strategy
Types
of Marketing
Audits
Productivity Organization
Systems
Relationship Marketing ASCO
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RM VS. TRANSACTIONAL ASCO
MARKETING
Relationship marketing uses methods to
develop long term relationship with customer
in order to retain and develop a healthy
relationship with their customer.
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CUSTOMER ASCO
RELATIONSHIP MARKETING
• CRM is the values and strategies of
relationship marketing with particular
emphasis on customer relationship turned
into practical application
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CUSTOMER ASCO
LIFETIME VALUE
• Losing an existing customer means losing
the entire revenue stream that customer
represents not just that single encounter or
sale
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LOYALITY ASCO
AND SATISFACTION
• Highly satisfied customer are
• Less price sensitive
• More likely to talk favourably about
product
• More likely to refer products to others
• Remain loyal for long
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5 LEVELS OF ASCO
RELATIONSHIP MARKETING
• Basic marketing
• Reactive marketing
• Accountable marketing
• Proactive marketing
• Partnership marketing
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ASCO
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ASCO
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ASCO
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10 CRITICAL ASCO
PLAYERS IN RM
1. Supplier
2. Distributors
3. End users
4. Employees
5. Financial firms
6. Government
7. Media
8. Allies
9. Competitors
10.General public 25
WHY RM IS ASCO
IMPORTANT ?
• It costs five times as much to attract a new
customer as it does to keep a current one
satisfied
• It is claimed that a 5% improvement in
customer retention can cause an increase
in profitability b/w 25% and 85% depending
on the industry
• Like wise it is easier to deliver additional
products and services to an existing
customer than to a first time ―buyer. 26
ASCO
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