Marketing plan and strategy

Managing marketing effort... The Marketing Plan• Involves deciding on marketing strategies that will help the company attain its overall strategic objectives.. • A detailed marketing p

Marketing Strategic

Planning and Managment

Lectured by Khoa Nguyễn

On the balcony

Marketing Implementation

3

Marketing Control

4

Managing marketing effort

Marketing Anslysis

Marketing Planning

The Marketing Plan

• Involves deciding on

marketing strategies that will help the company attain its

overall strategic objectives.

• A detailed marketing plan is needed for each business,

product, or brand.

Executive summary

Presents a brief summary of the main goals and recommendations of the plan for management review, helping top management find the plan’s major points quickly

Marketing Situation

MARKET DESCRIPTION PRODUCT REVIEW COMPETITION REVIEW DISTRIBUTIONREVIEW

Assesses major threats and opportunities that the product might face, helping management to anticipate important positive or negative

developments that might have an impact on the firm and its strategies

Threats and Opportunities analysis

SWOT analysis

Objectives and

Issues

States the marketing objectives that the company would like to attain during the plan’s term and discusses key issues that will affect their attainment

Marketing strategy

• Marketing strategy is the

logic by which the company hopes to achieve profitable relationships.

Market segmentation

Market targeting

Market positioning

Marketing Mix

Strategy

PRICE

PROMOTIONPRODUCT

DISTRIBUTION

Marketing

Strategy and Marketing

Mix

Marketing strategy

Action Program

Spells out how marketing strategies will be turned into specific action programs:

• What will be done?

• When will it be done?

• Who will do it?

• How much will it cost?

Action

programs

• Detailed

• Precise

• Flexible

Budget

Implementation

Implementing the Plan

turns marketing plans into

marketing actions to accomplish strategic marketing objectives

Marketing Control

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• Marketing control involves evaluating the results of marketing

strategies and plans and taking corrective action to ensure that

objectives are attained

• Operating control involves checking ongoing performance against the

annual plan and taking corrective action when necessary Its purpose is

to ensure that the company achieves the sales, profits, and other goals set out in its annual plan

• Strategic control involves looking at whether the company’s basic

strategies are well matched to its opportunities

Control

• Return on marketing investment (Marketing ROI) is

the net return from a marketing investment divided by the costs of the marketing investment

• Marketing ROI provides a measurement of the profits generated by investments in marketing activities

Marketing ROI

Marketing