marketing seven

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Strategic Planning



Companies of ten talk about their strategies.

� What does strategy mean?

A fundamental pattern of present and plannedobjectives, resource deployments, and

interactions of an organization with markets,

competitors, and other environmental f actors.



Some of the Successful marketers.....

� P&G

� Nike

� Southwest Airlines� Disney

� Wal-Mart

� Sony

� Toyota etc...



Is it wow?



� Microsof t keeps a great deal of cash on hand

to be able to jump on opportunities that

come about.

� It would be diff icult to compete against Intel

and AMD in the microprocessor market since

both these f irms have a number of patents

that it is diff icult to get around.



Components of Strategic Planning



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Chapter 2 Marketing 7e Lamb Hair

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©2004 South-Western/Thomson Learning

A written document that

acts as a guidebook of marketing activities for the

marketing manager.

The Marketing Plan1



Strategic and Tactical Marketing plan

� The Strategic marketing plan lays out the

target markets and the value proposition that

will be off ered, based on the analysis of the

best market opportunities

� The tactical marketing plan specif ies the

marketing tactics, including product f eatures,

promotion,pricing,distribution, service etc.



Chapter 3 3-9

What is a Mission

For Whom?

What? How?

This is a more matter of fact

statement of purpose that

drives the business decisions.

Product

For Customer

Who are You

?



Chapter 3 3-10

Mission Statement

statement of your companys purpose and

aims.

usually answers the 6 Ws:

What are the products and services?

Who is the expected target customer?

What industry is it in?

Which markets does it serve?

What is its major driving force?

Why will this business be successful?



Chapter 3 3-11

To be the best sports brand in

the world.



Southwest Airlines Mission Statement



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Chapter 2 Marketing 7e Lamb Hair

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©2004 South-Western/Thomson Learning

PepsiCos Mission Statement

³PepsiCo¶s overall mission is to increase the value of our

shareholders¶ investment. We do this through sales

growth, cost controls and wise investment of resources.

We believe our commercial success depends uponoffering quality and value to our consumers and

customers; providing products that are safe, wholesome,

economically efficient and environmentally sound; and

providing a fair return to our investors while adhering to

the highest standards of integrity.´

http:\\www.pepsico.com

2



A vision without a task is but a

dream.

A task without a vision is a

drudgery.

Avision and a task can change theworld.



� Copyri t 1998 Pr ti H l l

2-32-3

M r tOri tM r t

Ori t

Fit M r t

E ir onment

Fit M r et

Envir onment

MotivatingMotivating Reali tiReali ti

Di tinctive

Competencies

Distinctive

CompetenciesSpecificSpecific

Char acteristicsof Good Mission

Statements

Char acteristicsof Good Mission

Statements

Mission StatementsMission Statements



SWOT AnalysisSWOT Analysis



Wal-Mart

Strengths.

� Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and awide range of products all in one store.

� Wal-Mart has grown substantially over recent years, and has experienced global expansion

� The company has a core competence involving its use of information technology to support itsinternational logistics system. For example, it can see how individual products are performingcountry-wide, store-by-store at a glance. IT also supports Wal-Mart's eff icient procurement.

� A focused strategy is in place for human resource management and development. People are key to Wal-Mart's business and it invests time and money in training people, and retaining a developingthem.

Weaknesses.

� Wal-Mart is the World's largest grocery retailer and control of its empire, despite its IT advantages,could leave it weak in some areas due to the huge span of control.

� Since Wal-Mart sell products across many sectors (such as clothing, food, or stationary), it may nothave the f lexibility of some of its more focused competitors.

� The company is global, but has a presence in relatively f ew countries Worldwide.



Wal-Mart

Opportunities.

� To take over, merge with, or form strategic alliances with other global retailers, focusing on specif icmarkets such as Europe or the Greater China Region.

� The stores are currently only trade in a relatively small number of countries. Therefore there aretremendousopportunities for future business in expanding consumer markets, such as China andIndia.

� New locations and store types off er Wal-Mart opportunities to exploit market development. They

diversif ied f rom large super centres, to local and mall-based sites.� Opportunities exist for Wal-Mart to continue with its current strategy of large, super centres.

Threats.

� Being number one means that you are the target of competition, locally and globally.

� Being a global retailer means that you are exposed to political problems in the countries that you operate in.

� The cost of producing many consumer products tends to have f allen because of lowermanuf acturing costs. Manuf acturing cost have f allen due to outsourcing to low-cost regions of the

World. This has lead to price competition, resulting in price def lation in some ranges. Intense pricecompetition is a threat.



Task for today....

� Visit the website of Nike and evaluate the

marketing strategies and how they are trying

to reach to the target market

marketing seven

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