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Strategic Market Planning
2-1
Strategic
Market Planning
2Chapter
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Strategic Market Planning
Strategic market planning (also mentioned as Strategic Planningor Strategic Market-Oriented Planning, or Strategic Marketing Planning in
some texts) essentially refers to planning that is conceptually and
functionally long-term, typically covering a period of five years or more
for the entire corporation. Strategic market planning is a process
yielding a marketing strategy that is the framework for a marketing plan.
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Strategic Market Planning
Elements of Strategic Market Planning
Corporate Mission
Opportunities Objectives Resources
Corporate & SBU Strategy
Marketing Objectives
Marketing Strategies
Selection & Analysis of Target Markets
Marketing Mix Decisions
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Strategic Market Planning
Corporate Mission and ObjectivesFour planning activities are undertaken at corporate level:
1. Establishing Corporate Mission.
2. Establishing Corporate Objectives.
3. Establishing Strategic Business Units.
4. Resource Allocation to Strategic Business Units.
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Establishing Corporate MissionThe mission statement is a long-term view of what the corporation
wants to become. It describes the corporations values, aspirations and
reasons for being.
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Strategic Market Planning
Establishing Corporate Objectives Objectives provide direction to stay focused on common purpose.
Every activity is directed towards the objectives and every individual
contributes to accomplish the objectives.
Objectives coordinate the activities and keep them on the right track.They make behaviours in an organisation more rational and
coordinated and thus more effective.
Objectives serve as performance standards to compare actual results.
Objectives provide a basis for motivation of employees to be resultoriented because they know towards what ends they are working.
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Strategic Market Planning
Planning Corporate andStrategic Business Unit (SBU) Strategies
A Strategic Unit may be a division, a profit centre, a product line or a
number of related products, and in some cases a single product.
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Strategic Market Planning
Resource Allocation to Strategic BusinessUnits
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Strategic Market Planning
Boston Consulting Group (BCG) Approach
Growth-ShareMatrix developedby BostonConsulting Group
.
10%
StarsHigh
Question MarksMarket (Problem Children)
GrowthRate 5%
Cash Cows Dogs(Cash Traps)
Low
0
10x 8x 6x 4x 2x 1x 0.8x 0.6x 0.4x 0.2x 0
High LowRelative Market Share
8
3
5
7
2
6
9
4 1
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Strategic Market Planning
General Electric Approach
IndustryAttractiveness-BusinessStrength ModelDeveloped byGeneral Electric.
(1)
Investheavily
(2)Invest (3)Protect
Invest(4)
Protect(5)
Harvest(6)
(7)Protect
(8)Harvest
(9)Divest
High
Medium
Low
High Medium Low
MARKET
ATTRACTIVENESS
BUSINESS STRENGTH
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Strategic Market Planning
Porters Generic Strategies
Porters Generic Strategies Model
High Lower Cost Cost LeadershipFocus or Differentiation
Differentiation
CompetitiveAdvantage
No DifferentiationNo Cost Leadership
No FocusLow
Narrow BroadTarget Competitive Scope Target
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Strategic Market Planning
Cost LeadershipThe company targets a broad market and aims to become the lowest-
cost producer of a standard product and produces large quantities, then
prices it at a level that is less than the competitors prices.
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Strategic Market Planning
DifferentiationStrategy of differentiation involves developing a competitive advantage
by offering a product that has broad appeal because, the product is
perceived as persuasively valuable and distinct by customers, perhaps
even unique in some way such as quality, innovative design, emotional
dimensions, service, etc.
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FocusFocus strategy refers to accomplishing a competitive advantage in a part
of market to satisfy customer needs either through cost leadership or
differentiation by offering a low-priced product or a high-priced but highly
distinctive product.
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Strategic Market Planning
Value Chain Analysis:Michael Porter views the totaleconomic system in an industry as a value creating system and should beused to identify ways and means to deliver more value to its customers.Every business is involved in designing (product development), producing(operations), marketing, delivering, and supporting its product.
Value Chain in a Company
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Strategic Market Planning
Profit Impact of Market Strategy (PIMS)Profit Impact of Market Strategy is perhaps a novel approach to strategic
market planning and the development of competitive strategies. PIMS is
a research programme developed by Strategic Planning Institute (SPI).
Each business is a division, product line, or profit centre within its parent
company, selling a distinct set of products and/or services to an
identifiable group of customers, in competition with a well-defined set of
competitors, and for which meaningful separation can be made of
revenues, operating costs, investments, and strategic plans.
[The PIMS Programme(Cambridge, Mass: Strategic Planning Institute,
1980)].
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Strategic Business Unit (SBU) StrategyAn important exercise undertaken by many businesses at this level is toconduct strengths, weaknesses, opportunities and threats (SWOT)analysis to spot the right opportunities to match the business units
strengths and also identify weaknesses and serious threats and their
likelihood of occurrence that may hamper the business units growthprospects.
The Four-Cell SWOT Matrix
CONVERT
Strength Weakness
MATCH
Opportunity Threat
CONVERT
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Strategic Market Planning
Growth StrategiesIntensive Growth: Intensive growth strategies are appropriate whencurrent products and current markets show the potential for salesincrease. There are three main strategic options that seem to beappropriate to accomplish intensive growth:
1. Market Penetration.
2. Market development.
3. Product development.
Growth Strategies
PRODUCT
Current New
Current Market Product
penetration development
MARKET
Market DiversificationNew development
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Diversification Growth
This strategy involves developing new products to be sold in new markets.
Diversification Strategies
Markets
Present Markets New Markets
Unrelated to Horizontal ConglomerateCurrent Products diversification diversification
New Products
Integrated ConcentricRelated to diversification
Current Products
diversification
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Strategic Market Planning
Marketing Objectives and StrategyMarketing objectivesare determined on the basis of current business
analysis and specify what is to be accomplished through marketing
activities.
Marketing strategyrefers to actions for developing, pricing,distributing, and promoting products that meet the needs of specific
customer groups.
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Developing Marketing PlanA marketing plan is a formal written document, prepared detailing the
activities essential to implement the chosen marketing strategies.