Marketing plan and strategy

Marketing Strategic
Planning and Managment
Lectured by Khoa Nguyễn


On the balcony


Topic Outline

1
Marketing
Analysis

2
Marketing
Planning

3
Marketing
Implementation

4
Marketing
Control


Managing marketing effort


Marketing Anslysis

INTERNAL
EXTERNAL

Marketing Analysis

POSITIVE

NEGATIVE


Marketing Planning


The Marketing Plan
• Involves deciding on
marketing strategies that will
help the company attain its
overall strategic objectives.
• A detailed marketing plan is
needed for each business,
product, or brand.



Marketing Plan
Components
Executive
summary

Marketing
situation

Threats and
opportunities

Objective
and issues

Marketing
strategy

Action
programs

Budgets

Controls


Executive summary
Presents a brief summary of the main goals and recommendations of the plan for
management review, helping top management find the plan’s major points quickly.



Marketing Situation

MARKET

DESCRIPTION

PRODUCT
REVIEW

COMPETITION
REVIEW

DISTRIBUTION
REVIEW








Threats and
Opportunities analysis

Assesses major threats and opportunities that the product might face,
helping management to anticipate important positive or negative
developments that might have an impact on the firm and its strategies.


SWOT
analysis

Objectives and
Issues
States the marketing objectives
that the company would like to
attain during the plan’s term and
discusses key issues that will
affect their attainment.


Marketing strategy
• Marketing strategy is the
logic by which the company
hopes to achieve profitable
relationships.


Market segmentation


Market targeting