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Marketing Planning

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Ruchi GARG

on 4 August 2017

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Transcript of Marketing Planning

Marketing planning
Focus of Planning
Corporate Plan
Business unit Plan
Operational Plan

Strategic Corporate Planning
Defining the corporate mission
Establishing strategic business units
Assigning Resources to each SBU
Assessing growth opportunities
Assigning resources to each SBU
Assessing growth oportunities
Business unit strategic planning
BCG Matrix
Ansoff's Matrix
Defining the corporate Mission
- What is our business?
- Nine components - Customers, Market,
Product/Services, Technology,
Philosophy, Self-Concept, Concern for
Public image, concern for employees,
concern for survival, growth, and

Establishing strategic business units
An SBU has three characteristics:

Single business
Own set of competitors
Specific manager responsible for strategic planning

It is the central instrument for directing and co-ordinating the marketing efforts. (Kotler, keller, Koshy, & Jha, 2009, p. 40)
Marketing Plan

Thank You
The strategic Planning Gap

- Intensive Growth
- Integrative Growth
- Diversification Growth
Full transcript