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Marketing Planning

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by

Ruchi GARG

on 27 October 2016

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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?
Who is the customer?
What is of value to the customer?
What will our business be?
What should our business be?
How the company wants to be perceived in the marketplace by its customers, competitors. and general public?
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
Full transcript