STRATEGIC

MARKETING
MANAGEMENT
Topic 5: Marketing Planning
 At the completion of this
topic, you should be able to:

Understand the strategic

planning process
Topic
Objectives Outline the value of
marketing planning

Employ tools to aid the

marketing planning process
2
 Strategic Planning Process

price,

Marketing
 Situation Analysis:
The analysis of an organisation’s internal & external
environment to fuel strategic planning
• Macro
• External trends and forces

• Micro
• Customers
• Competitors
• Collaborators
• Context (industry)

• Internal (Company)
• Culture
• Resources & Capabilities

• Summary of this is a “SWOT”

Analysis
 Internal Analysis:
Company (Portfolio and brands) Analysis

Aim: Understand strengths & weaknesses, and sources of

competitive advantage
SIMPLEST METHOD: OVERVIEW
• List/describe areas in which you believe the company has
strength.
• List/describe areas in which you believe the company has
weakness.

9/04/2021
 Internal Analysis:
Company Analysis

Aim: Understand strengths & weaknesses, and sources of

competitive advantage
RESOURCES, CAPABILITIES & CULTURE PERSPECTIVE
Establish:
i. List/describe key resources/assets of the company
(human, capital, natural)
ii. List/describe key capabilities (processes & systems) of the
company
iii.Define the culture & values of the company
• Compare to key success factors in the industry
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SWOT Analysis
Example of a SWOT Analysis:
Japanese Restaurant

8
TOWS Analysis (Matrix)
Example of TOWS Analysis
 Situation Analysis:
How the tools relate to next stages
SWOT TOWS

Turning Situation Into potential Goals and Strategy

Analysis... ideas
Tools to Assess External Environment

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Porter’s PESTLE Analysis
PESTEL Analysis of Airline Industry
Porter’s Five Forces Analysis
 External Analysis: Micro-environment
Consumer Analysis

Aim: Understand consumer perceptions; what motivates consumer behaviour

Establish:
• Trends influencing consumer segments
• Understanding via use of research - secondary research / primary research
• Meaningful bases of segmentation – try different ways
• Target Personas – Paint picture of typical person/people in your target
market. Description likely to be mix of psychographics, behaviour and
demographics. Could be one or several, depending on your targeting.

• Psychographics: Attitudes, Opinions, Interests, Needs, Values

External Analysis: Micro-environment
Customer Journey Map
External Analysis: Micro-environment
Consumer Analysis
Competitive Analysis:
Perceptual Mapping
 ANSOFF Matrix –
Product / Market positioning strategy
MARKETS

PRODUCTS
 ANSOFF Matrix
Product / Market positioning strategy

How might this work for Coca Cola?

Ansoff Matrix – market growth
strategy tool
 Ansoff Matrix
market growth strategy tool
 Ansoff Matrix
market growth strategy tool
Ansoff Matrix – market growth
strategy tool
Solution Development:
Marketing Mix
 SMART Goals
SMART is an acronym for the five criteria applied to the articulation
of a goal or objective to ensure it is meaningful and well-understood
by all parties.

By the end of your campaign design, you should have goals attached to
your recommended strategy/solution. These goals should be SMART.