Strategic Planning and the
2
Marketing Process
CHAPTER
Chapter Objectives
1 Distinguish between
strategic planning and
tactical planning.
2 Explain how marketing
plans differ at various
levels in an organization.
3 Identify the steps in the
marketing planning
process.
4 Describe successful 5 Identify the basic
planning tools and elements of a marketing
techniques, including strategy.
Porter’s Five Forces
6 Describe the
model, first and second
environmental
mover strategies, SWOT
characteristics that
analysis, and the strategic
influence strategic
window.
decisions.
7 Describe the methods for
marketing planning,
including business
portfolio analysis and the
BCG matrix.
 CHAPTER 2 Strategic Planning and the Marketing Process

MARKETING PLANNING: THE BASIS FOR

STRATEGY AND TACTICS
• Planning Process of anticipating future events and conditions and of
determining the best way to achieve organizational objectives.
• Marketing planning Implementing planning activities devoted to
achieving marketing objectives.

STRATEGIC PLANNING VERSUS TACTICAL PLANNING

• Strategic planning Process of determining an organization’s primary
objectives and adopting courses of action that will achieve these objectives.
• Tactical planning Planning that guides the implementation of activities
specified in the strategic plan.
 CHAPTER 2 Strategic Planning and the Marketing Process

STEPS IN THE MARKETING PLANNING PROCESS

DEFINING THE ORGANIZATION’S MISSION AND
OBJECTIVES
• Mission Essential purpose that differentiates one company from another.
• Objectives—Guide the development of marketing objectives and plans.
 CHAPTER 2 Strategic Planning and the Marketing Process

ASSESSING ORGANIZATIONAL RESOURCES AND

EVALUATING ENVIRONMENTAL RISKS AND
OPPORTUNITIES
• Resources include the capabilities of the firm’s production, marketing,
finance, technology, and employees.
• Strengths help planners set objectives, develop plans, and take advantage of
marketing opportunities.

FORMULATING, IMPLEMENTING, AND MONITORING A

MARKETING STRATEGY
• Should be efficient, flexible, adaptable, and implemented company-wide.
• Blends elements of the marketing mix: product, distribution, promotion, and
price.
 CHAPTER 2 Strategic Planning and the Marketing Process

SUCCESSFUL STRATEGIES: TOOLS AND

TECHNIQUES
• Goal of tools and techniques is to create sustainable competitive advantage.

PORTER’S FIVE FORCES MODEL

• Porter’s Five Forces Model developed by strategy expert Michael Porter
that identifies five competitive forces that influence planning strategies:
• The threat of new entrants
• The bargaining power of buyers
• The bargaining power of suppliers
• The threat of substitute products
• Rivalry among competitors
 CHAPTER 2 Strategic Planning and the Marketing Process

FIRST MOVER AND SECOND MOVER STRATEGIES

• First mover strategy Theory advocating that the company that is first to
offer a product in a marketplace will be the long-term market winner.
• Second mover strategy Theory that advocates observing closely the
innovations of first movers and then improving on them to gain advantage in
the marketplace.

SWOT ANALYSIS
• SWOT analysis Analysis that helps planners compare internal
organizational strengths and weaknesses with external opportunities and
threats.

THE STRATEGIC WINDOW

• Strategic window Limited periods during which the key requirements of a
market and the particular competencies of a firm best fit together.
 CHAPTER 2 Strategic Planning and the Marketing Process

ELEMENTS OF A MARKETING STRATEGY

THE TARGET MARKET
• The group of people toward whom the firm directs its marketing efforts
and merchandise.
• Need to pay attention to growing market segments.

MARKETING MIX VARIABLES

• Marketing mix Blending of the four strategy elements—product,
distribution, promotion, and pricing—to fit the needs and preferences of a
specific target market.
 CHAPTER 2 Strategic Planning and the Marketing Process

THE MARKETING ENVIRONMENT

• Five external dimensions that affect the marketing mix variables:
• Competitive, political-legal, economic, technological, and social-
cultural factors.
• Rapid technological changes can spur lawsuits and create new forms of
competition.
• Rule of three—The three strongest, most efficient companies dominate 70
to 90 percent of a market.
 CHAPTER 2 Strategic Planning and the Marketing Process

METHODS FOR MARKETING PLANNING

BUSINESS PORTFOLIO ANALYSIS
• An evaluation of a company’s products and divisions to determine the
strongest and weakest ones.
• Strategic business units Key business units within diversified firms.
• Each has its own managers, resources, objectives, and
competitors.
• Help focus the attention of managers.
 CHAPTER 2 Strategic Planning and the Marketing Process

BCG ANALYSIS
• Developed by Boston Consulting Group.
• A market share/market growth matrix that plots market share against market
growth potential.