Agenda

Company and Marketing Strategy • Strategic planning

Partnering to Build Customer – Mission/vision/Objectives
– BCG
Relationships – Ansoff’s matrix
– SWOT
Chapter 3 – Value Chain
• Positioning /image/identity
• Marketing mix
• Segmentation/targeting

Strategic Planning
Strategic Planning
Health and
Well-Being

Mission Statement: Objective: Delight the

provide products of consumer with sustainable Beauty &
superior quality and innovations that improve Grooming
value that improve the environmental profile
the lives of the of our products.
consumers all over
Strategic planning is the process of developing the world GOAL: Develop and
market at least $50 billion
and maintaining a strategic fit between the in cumulative sales of
“sustainable innovation
organization’s goals and capabilities and its products
Household
Care
changing marketing opportunities
 Strategic Planning Strategic Planning
Defining a Market-Oriented Mission Company Product-Oriented Market-Oriented
Definition Definition
Amazon.com We sell books, videos, We make the Internet
• The mission statement is CDs, toys, consumer buying experience fast,

the organization’s electronics and other

products online
easy, and enjoyable—
we’re the place where
purpose, what it wants to you can find and
discover anything you
accomplish in the larger We help you organize the world’s want to buy online
environment information and make it
universally accessible and useful.
Disney We run theme parks We create fantasies—

• Market-oriented mission a place where dreams

come true and America
statement defines the still works the way it’s
supposed to
business in terms of Nike We sell athletic shoes We bring inspiration
satisfying basic customer and apparel and innovation to every
needs athlete* in the world
(* if you have a body,
you are an athlete)

Strategic Planning Strategic Planning

BCG Matrix
Vision Statement • Cash Cow - a business unit that has a large market
share in a mature, slow growing industry. Cash cows
require little investment and generate cash that can be
• A vision statement is sometimes called a picture used to invest in other business units.

of your company in the future but it’s so much • Star - a business unit that has a large market share in a
more than that. Your vision statement is your fast growing industry. Stars may generate cash, but
inspiration, the framework for all your strategic because the market is growing rapidly they require
investment to maintain their lead. If successful, a star
planning. will become a cash cow when its industry matures.

• A vision statement may apply to an entire • Question Mark (or Problem Child) - a business unit that
company or to a single division of that company. has a small market share in a high growth market.
These business units require resources to grow market
Whether for all or part of an organization, the share, but whether they will succeed and become stars
vision statement answers the question, “Where do is unknown.

we want to go?” • Dog - a business unit that has a small market share in a
mature industry. A dog may not require substantial
cash, but it ties up capital that could better be deployed
elsewhere. Unless a dog has some other strategic
purpose, it should be liquidated if there is little
prospect for it to gain market share.
 Strategic Planning Strategic Planning
SWOT Analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Value Chain
Opportunities, and Threats involved in a project or in a business venture. It involves specifying the
objective of the business venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieve that objective.

A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be
incorporated into the strategic planning model. Strategic Planning, has been the subject of much
research.

• Strengths: characteristics of the business or team that give it an advantage over others in the
industry.

• Weaknesses: are characteristics that place the firm at a disadvantage relative to others.

• Opportunities: external chances to make greater sales or profits in the environment.

• Threats: external elements in the environment that could cause trouble for the business.

Identification of SWOTs are essential because subsequent steps in the process of planning for
achievement of the selected objective may be derived from the SWOTs.

Strategic Planning Strategic Planning

Product/market
expansion grid Market penetration is a growth
(Ansoff’s Matrix) is a strategy increasing sales to
tool for identifying current market segments
without changing the product
company growth
opportunities
Market development is a
through market growth strategy that identifies
penetration, market and develops new market
development, segments for current products
product
development, or
diversification
 Strategic Planning Positioning/Image/Identity

Product development is a growth Positioning has come to mean the process by which
strategy that offers new or marketers try to create an image or identity in the minds
modified products to existing of their target market for its product, brand, or
market segments organization.

Diversification is a growth strategy Identity is the desired perception of any product or any
through starting up or acquiring brand by the company offering.
businesses outside the company’s
current products and markets Image is the perception of any product or any brand by
the consumer.

Marketing Mix (4 P’s) Segmentation

Demographics is dividing the population into different groups in
Product – A tangible object or an intangible service that is mass accordance with characteristics and traits (age, income, gender etc)
produced or manufactured on a large scale with a specific volume of
units. Intangible products are service based. It includes three more Psychographics is dividing the population into different groups in
classifications: Actual (Core), Augmented (Core+)and accordance with characteristics and traits (Life Style, Social Class,
extended(Augmented+) Family Composition etc)

Price – The price is the amount a customer pays for the product. Behavioral is dividing the population into different groups in
accordance with characteristics and traits (Interests, Activities and
Place – Place represents the location where a product can be Objectives)
purchased.
Geographic is dividing the population into different groups in
Promotion – represents all of the communications that a marketer accordance with location
may use in the marketplace. Promotion has four distinct elements:
advertising, public relations, personal selling and sales promotion. Target markets are groups of people separated by distinguishable and
noticeable aspects within the segmentation.
Questions ?

Thank You