brand management week 2 strategic planning

7/23/2019 Brand Management Week 2 Strategic Planning

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Strategic Marketing

Planning


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Objectives for this Module

Explain Company Wide Strategic Planning and its steps

Describe How Company Develops Its Mission Statements

Explain How Companys Evaluate and Develop Its usinessPort!olio

Explain Mar"etings #ole in Strategic Planning

Describe t$e mar"eting management Process and t$e rand Plan

S$ow $ow mar"eting organi%ations are c$anging


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W$y Plan&

WhyPlan?


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Why Plan?

Encourages systematic t$in"ing

S$arpen companys policies ' ob(ectives

etter coordination o! companys e)orts

Clearer Per!ormance Standards !or Control

*nticipate and respond to environmental C$anges


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Why Plan?

The best performing companies plan but plan in such a way thoes not suppress entrepreneurship


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Types of Plan

*nnual Plan

+ong #ange Plan

Strategic Plan


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!nnual Plan

Current Situation

Company ,b(ectives

Strategy !or t$e -ear

*ction Programmes

udget ' Controls


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"ong #ange Plan $% years&

Economic and Mar"et Environment t$at will impact t$e company in . ye

+ong /erm ,b(ectives and resources re0uired to ac$ieve t$e ob(ectives

#eviewed and 1pdated yearly

2ocus on Current usiness


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Strategic Plan

Involves adopting t$e 3rm to ta"e advantage o! opportunitiesIn a constantly c$anging mar"et environment

/$e process o! developing and maintaining a strategic 3t between/$e organi%ational goals and capabilities and its c$anging mar"etopportunities


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Strategic

PlanningStarts wit$ t$e Mission

Corporate *udit4In!ormation on t$e Company

Competitors/$e Mar"et

5eneral Environment

SW,/Port!olio o! products and usinessesSupport to eac$ o! t$ese businesses


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The Planning Process

!nalysis'Provides t$e in!ormation about t$e economic and mar"et enviroW$ere t$e company operates6 identi3es t$e strengt$s and wea"nesses6/$reats and opportunities !or t$e 3rm in t$is environment6 and provides t$Input to w$ic$ opportunities t$e company wants to pursue7

Planning4 /$ru strategic planning t$e company decides w$at to do wit$/$e business port!olio and t$e business units w$ile mar"et planning provid/$e mar"eting strategies to ac$ieve t$ese ob(ectives

(mplementation'/urns t$e strategic plans into actions t$at will ac$ieve t

Corporate ob(ectives

)ontrol'Measures and evaluates t$e results o! t$e plan and activities and/a"ing corrective actions to ensure ob(ectives are ac$ieved


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TheStrategicPlan

/$e Mission4 States t$e purpose o! a company7 8uestions t$at can be as"ed4W$at business are we in&6 W$at do consumers value&6 W$at ma"es us speciEx7 9M states in its mission not as ma"ing o:ce products but as creatingInnovationsMust be speci3c6 realistic6 competence based and motivatingExample4IMs mission w$en t$ey were .; 1SD to become


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*rom Mission to Strategic

Objectives

+isai )o, "td, Mission -uman -ealth )are )ompany B ?5iving 3rst/$oug$t to patients and t$eir relatives and increasing t$e bene3tsHealt$ care provides

Strategic Objectives'#'D4 /o discover products t$at will !ul3ll unmet medical needs7Production4 /o ensure stable supply and $ig$ 0uality productsMar"eting4 /o provide use!ul in!ormation about t$e e:cacy*nd sa!ety o! Eisai products


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Strategic!udit

?nowledge is is power@ 2rancis acon


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SWOT !nalysis

2rom t$e audit t$e company can now do its SW,/ analysis

,pportunities ' /$reats4 ,b(ective is to anticipate ma(or developments/$at will impact t$e 3rm

Ex7 ,pportunities4 *PEC6 *SE* /$reats4 ISIS attac" in Paris6 5enerics

Streng$ts ' Wea"nesses4 Will not list all t$e !eatures o! a company7 ,nly/$e critical !actors t$at will ensure success !or t$e company7Ex7 Strong distribution networ" and presence in most *SE* countries

Strong brand in t$e P$ilippines but $ave not gone out o! t$e P$ilippines


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The /usiness Portfolio

Identi!ying t$e companys products or businesses t$at will drive growt*nd t$ere!ore will be supported by resources based on SW,/ analysis

/ools4 C5 MatrixB stars6 problem c$ild6 dogs6 cas$ cows based on relaMar"et s$ares and !ocused on t$e current and not t$e !uture

Mergers ' *c0uisitions6 Divestments in


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Marketings0 #ole (n Strategic Planning

Mar"eting loo"s at t$e consumers needs and t$e companys capability toSatis!y t$ese needs7 /$e companys mission and ob(ectives are li"ewise2ocus on satis!ying t$e consumers needs7 /$us t$e strong overlap betweenStrategic planning and mar"eting planning7

Most companys strategic planning deals wit$ mar"eting variables as mar"etS$ares and mar"et developments7


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1ey #oles of Marketing in Strategic Planning

2irst providing t$e guiding p$ilosop$y o! serving t$e customers needs

Second providing inputs to strategic planners by $elping to identi!yMar"et opportunities and assessing t$e 3rms potential to ta"e advantage,! t$em

2inally wit$in eac$ business units or products !or t$at matter mar"eting2ormulates strategies to ac$ieve t$e ob(ectives


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Marketing and Other *unctions

Peter Druc"er ?/$e aim o! t$e company is to create customers@ so/$us mar"eting ta"es t$e lead in a company&

ConAict among departments as caused by mar"etingEx7 Excess inventories6 $ig$ promotional costs6 excess discountudgets6 un!oreseen demand etc7

eed to manage li"e a ?symp$ony orc$estra@


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Marketing Strategy

/$e company $as to segment its mar"et and de3ne its target consumers7

*!ter de3ning and c$oosing its target consumers6 t$e company !ormulatesIts mar"eting mixB product6 price6 place and promotion to mar"et to its/arget consumers

/$e company engages in mar"eting analysis6 planning implementation and co/o 3nd t$e best mar"eting mix and ta"e action


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Target )onsumers

2rom our previous lessons o! consumers needs6 wants and demands we+earned t$e complexity o! satis!ying t$e consumers needs7

/$e company cannot satis!y all o! t$em and t$us need to target and segmeIts mar"et according to w$ere it can best satis!y t$eir needs7

/$is process involves 3ve steps4 demand measurement ' !orecasting6 mar"Segmentation6 mar"et targeting6 mar"et positioning and competitive positio

/arget consumers are also inAuenced by PES/ political6 economic6 social and/ec$nological !actors w$ic$ s$ould also be ta"en into account7


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emand Measurement 2 *orecast

2actors to consider w$en measuring demand and !orecasting4

5eograp$ic trends ie7 #ising urbani%ation#ising middle income classesS$i!ts in distribution ie7 Hospitals versus drugstores

5overnment policy c$anges ie7 ational Healt$ Insurance sc$emesew Products


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MarketSegmentation

/$e process o! dividing a mar"et into groups o! buyers wit$ di)erenteeds6 c$aracteristics or be$avior6 w$o mig$t re0uire separate products,r mar"et mixes

Ex7 P$armaceuticals $as several mar"et segments4 antibiotics6 cardiovasculeurology6 gastroenterology6 oncology etc7


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Market targeting

Is simply evaluating t$e most attractive segment to enter and ma"ingC$oice to enter based as well on t$e companys competencies and ca

Ex7 SM into retail6 condominiums6 ban"ingDMCI into construction6 condominiums6 power

5 Summit into retail6 airlines6 condominiums


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/rand Positioning

/$is is t$e place a brand occupies in t$e consumers mind7

It gives t$e brand a clear6 distinct6 and desirable place in t$eConsumers mind relative to competition

/$e brand $as to build on its competitive advantage eit$ery o)ering a lower price or $ig$er customer value t$anCompetition

Ex7 MW t$e ?1ltimate Driving Mac$ine@#olls #oyce ?/$e Wealt$y *rrived Individual@2ord #anger@ /$e most saleable pic" up@Subaru ?More traction on t$e road@


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Marketing Strategies for )ompetitive !dvantage

/o be success!ul a company must do a better (ob in satis!Its customers better t$an competition

ow its no longer a one time buyer=seller relations$ips buEstablis$ing long term customer relations$ip and data baMar"eting7 Ie7 Su"i Card6 Petron alue card62aceboo" data its value


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Marketing Mi.

De3ned as t$e set o! controllable tactical mar"eting tools t$at t$e companylends to get its desired response !rom its target mar"et

/$ese are JPs6 product6 price6 place6 promotions

Product t$e totality o! goods and services t$e company o)ers t$e target m

Price is w$at t$e customer pays to get t$e product

Place Company activities t$at ma"e t$e product available to consumers

Promotions activities t$at communicate t$e merits o! t$e product and perst$e customers to buy it


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/rand PlanExecutive Summary4 Summary o! t$e main goals and recommendatiIn t$e plan to ac$ieve t$e goals

/able o! Contents

rand *udit

SW,/

,b(ectives ' Issues

Strategy

*ction Programmes

udget ' Control

brand management week 2 strategic planning

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