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Chapter 2Chapter 2Developing Marketing Strategies Developing Marketing Strategies & Plans& Plans

Francis PironQatar University

Spring 2006

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Kotler on Marketing

It is more important to do what is strategically right

than what is immediately profitable.

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In this chapter, we examine the following questions:

Chapter Objectives

How is strategic planning carried out at the corporate & division levels?

How is planning carried out at the business unit & at the product levels?

What are the major steps in the mktg process? What does a mktg plan include?

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Strategic Planning: Three Key Areas & Four Organization

Levels

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Planning Process in Qatar Petroleum

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Corporate & Division Strategic Planning

All corporate headquarters undertake four planning activities

Defining the Corporate Mission Establishing Strategic Business Units (SBUs)

Assigning resources to each SBU Planning new businesses, downsizing,

or terminating older businesses

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The Boston Consulting Group’s Growth-Share Matrix

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Can you give an example of a “Star” Can you give an example of a “Star” that skipped “Cash Cow”, and went that skipped “Cash Cow”, and went straight to “Dog” status?straight to “Dog” status?

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Market Attractiveness-Competitive-Position Portfolio Classification and Strategies

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Three Intensive Growth Strategies: Ansoff’s Product-Market Expansion Grid

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Business Unit Strategic Planning Business Mission SWOT Analysis

External Environment Analysis (Opportunity and Threat Analysis)

Internal Environment Analysis (Strengths & Weaknesses)

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Give some examples of companies Give some examples of companies that have grown to dominate their that have grown to dominate their market segment by using technology market segment by using technology to make buying opportunities more to make buying opportunities more convenient and efficient.convenient and efficient.

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Product Planning: The Nature and Contents of a Marketing Plan

Contents of the Marketing Plan Executive Summary Current Marketing Situation Opportunity and issue analysis Objectives Marketing strategy Action programs Financial projections Implementation controls