STRATEGIC

MARKETING
PRESENTATION GUIDELINES
STRATEGIC MARKETING MANAGEMENT
PROCESSES

 Define business, mission, and goals

 Identify/frame growth opportunities

 Formulate product-market strategies

 Budget resources

 Develop reformulation and recovery

strategies
BUSINESS DEFINITION

 Outlines the scope of operations

 Is neither obvious nor easy to define

 An firm defines its business by:

 The customers served and their needs

 The means or technology used to satisfy needs

 What “business” is the Encyclopedia

Britannica in?
BUSINESS MISSION

American
XEROX
Red Cross

“Do great work” “Provide for

victims of
disaster”
BUSINESS GOALS OR OBJECTIVES

 Manufacturing and service capacity

Production
Objectives  Product and service quality

 Return on investment  Profit

Financial  Return on sales  Cash flow
Objectives
 Shareholder wealth

 Market share  Customer satisfaction

Marketing  Sales volume  Customer value creation
Objectives  Profit  Customer lifetime value
 Marketing productivity
CONVERTING ENVIRONMENTAL OPPORTUNITIES INTO
ORGANIZATIONAL OPPORTUNITIES

Ask three questions:

Environmental
 What might we do? Opportunities

Distinctive
 What do we do best? Competencies

Success
 What must we do? Requirements
EXHIBIT 1.1: SAMPLE SWOT ANALYSIS
FRAMEWORK

Internal External
Strengths Weaknesses Opportunities Threats
Factors Factors

 Management  Economic

 Marketing  Competition

 Manufacturing  Consumer

 R&D  Technology

 Finance  Legal/Regulatory

 Offerings  Industry/Market
Structure
EXHIBIT 1.2: PRODUCT-MARKET
STRATEGIES

Markets
Existing New

Market Market
Existing
Penetration Development
Offerings
New Offering
New Diversification
Development
EXHIBIT 1.4: SAMPLE DECISION-TREE

Action Response Outcome

Aggressive Estimated profit

Market- competition of $2 million
penetration
Passive Estimated profit
strategy competition of $3 million

Aggressive Estimated profit

Market- competition of $1 million
development
strategy Passive Estimated profit
competition of $4 million
THE MARKETING MIX

Communication
Aggressive
Strategy
competition

Product Channel
Customer
Strategy Aggressive Strategy
competition
Passive
competition

Price
Strategy
IMPLEMENTING THE MARKETING MIX

 Is an art and a science

 Requires an understanding of:Estimated profit

of$3 million
 Markets

 Environmental forces
Aggressive
 competition
Organizational capacity
Estimated profit
 Marketing mix activities of $4 million
 Competitor reactions
BUDGETING

A master budget consists of:

Focuses on the income statement.

Operating
Also referred to as a pro forma income
Budget statement or profit plan.

Focuses on the effect the operating

Financial
budget has on the organization’s cash
Budget position.

Focuses on developing advertising,

Special
sales, and other budgets that support the
Budgets master budget.
MARKETING AUDIT

Addresses the following questions:

Strategic Are we doing the right things?

Operational Are we doing things right?

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DEVELOPMENTS