MKT 327: CLASS SIX “OVERVIEW OF PLANNING PT. 2”Theme: ‘Underwear that Empowers’Pre-Class Tasks:1. Read: Chapter 2 LO to LO2. Complete Quiz Five on ConnectLearning Objectives:1. Concept of Corporate Vision2. Marketing Dashboards3. Components of Marketing PlanKey Terms:1. Corporate Visiona. Core Valuesb. Mission Class Fivec. Corporate Philosophyd. Objectivese. Strategic Directionsi. Core Competenciesii. Growth (Diversification) Strategiesiii. Portfolio Strategies 2. Information Foundationa. Situation Analysisb. S.W.O.T. Analysis3. Marketing Strategya. Marketing Dashboardb. Marketing Metricc. Segmentationd. Product Positione. Points of Difference4. Marketing Tacticsa. 4 P’s / Marketing MixClass Five agenda concluded by looking more specifically at marketing’s role in the planning process at the corporate level. When considering what directionthe organization hopes to take to achieve its mission and maintain its culture (goals and strategic direction) it must also consider its core competencies, growth (or diversification) strategies, and its business portfolio.The development of a marketing plan at the SBU and Functional levels evolves along the following steps.The Information Foundation1. Situation Analysis2. SWOT Analysis3. Target Market Analysis Strategic Framing Decisions4. Marketing Objectives (Vision)5. Segmentation6. Positioning,7. General Marketing Strategy8. Competitive StrategyTactical Decisions9. Marketing Mix10. Control ProcessContinuation : Corporate VisionMarketing Planning Overview: Pt1Ultimate Goal: Survival AdaptabilityOrganizational Foundation - Core Values- Mission- CultureOrganizational Direction - Business Def- Objectives Organizational SBU Strategies- Allocate- Business Definition:- The expression of what product or service or value the organization provides to whom in the market place- This determines the underlying industry or market sector the organization competes in.Are based on:- Focus on-Product oriented-Market Oriented- Scope-Broad e.g, Micro-soft-NarrowObjectives - The required direction of an organization’s strategic efforts (Adaptation process)to achieveGrowth StrategiesCore Competencies- The Unique Resources, operations, or capabilities a CompanyDevelops and Employs to Create Superior Customer Value; the Fundamental Building Blocks of competitive advantage- Five key Competency Categories:1. Base Technologies 2. Process Technologies3. Product Technologies4. People Systems5. Information SystemsThe Boston Consulting Group’s Growth-share MatrixExisting productsExisting market
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