Marketing is a Process

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Session 2
Planning Paradigms, Levels Tools
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Session 2 Outcomes

• Explain how businesses develop strategic plans
• Discuss the strategic process under the consumer
  orientation
• Discuss the strategic process the social
  marketing paradigm
• Explain the role and structure of a marketing
  plan
• Explain strategies to enter international markets

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Session 2 Key Concepts

• Competitive advantage
• Strategic planning
• SWOT analysis
• Marketing plan
• Code of ethics
• Social profit
• Green marketing
• Social responsibility

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Strategic Planning

• A managerial decision process that matches
• an organizations resources and capabilities ?
  to its ? market opportunities
• for long-term survival and growth
• (Solomon et al.)

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SP Tools SWOT Analysis
Match an organizations resources and
capabilities ? to its ? market opportunities
Internal
External

• Stengths
• Weaknesses

• Opportunities
• Threats

?
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What is Planning?

• CBC Video case Caribbean Beer
• http//wps.prenhall.com/ca_ph_solomon_marketing_2

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SP Planning How to Plan
Top Down
Bottom Up
Upper management knows? Time constraints?
Communication flows? Culture allows?
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SP Basics What Do we Actually Sell?
Organization
Ultimate Benefits
Products

• Education
• Office Items
• Movies
• Films, cameras

• SFU
• Staples
• Sony Pictures
• Kodak

• Skills, a future
• Efficiency
• Entertainment
• Memories

Based on Kotler, P. Marketing Management, 8th
edition, p. 69
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Mission

• What business are we in?
• Who are our customers?
• How do we create value for our customers?
• How should we develop the firms capabilities,
  and focus its efforts?

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Mission Sample 1

• Exxon Mobil is committed to being the world's
  premier petroleum and petrochemical company. To
  that end, we must continuously achieve superior
  financial and operating results while adhering to
  the highest standards of business conduct.

http//www.exxonmobil.com/Corporate/About/ViewPoin
ts/Corp_V_GuidingPrinciples.asp
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Mission Sample 2

• Studio67 is a great place to eat, combining an
  intriguing atmosphere with excellent, interesting
  food that is also very good for the people who
  eat there.
• We want a fair profit for the owners, and a
  rewarding place to work for the employees.

http//www.bplans.com/spv/3259/1.cfm1010200
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SP Three Key Plans
Mission Vision
Product 1
Product 2
Product 3
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Marketing Plan

• Executive Summary
• Table of Contents
• Current Market Situation
• Environmental Analysis
• Competitor Analysis
• Analysis of Macro Environment
• Customer analysis
• SWOT Analysis

OVERVIEW
DIAGNOSE
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Marketing Plan

• Objectives to be achieved
• Financial objectives
• Marketing objectives
• Other objectives
• Marketing strategies
• Product
• Pricing
• Distribution channels
• Promotions

PLAN
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Marketing Plan

• Tactical plans
• Projected Profit/Loss statement
• Marketing plan control

IMPLEMENT
These 3 sections not in your MP for this course
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Marketing Plan
Your Marketing Plan
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SP Going International

• Decide where to stand between standardization and
  localization http//www.mcdonalds.com/
• Adapt marketing mix
• Product straight adapt invent
• Promotion
• Price
• Distribution Build the net

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SP under Social Marketing

• The central concept is social profit, which is
  created through
• Business ethics
• Social responsibility
• Also defined as the triple bottom line
• People, Planet Profits

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SP under Social Marketing

• Adapt marketing mix
• Product safety
• Promotion be respectful
• Price be fair
• Distribution act ethically

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SP under Social Marketing

• Policies of Corporate Social Responsibility focus
  on stakeholders the environment
• Cause marketing
• Cultural diversity
• Green marketing

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SP Beyond Social Marketing

• Sustainability
• Products
• Processes
• Waste
• Byproducts
• Facilities
• Suppliers

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Session 2 Wrap-Up

• Companies plan strategically following a sequence
  from general (paradigm, mission, vision) to
  particular (tactical plans)
• Marketing plans are central under the consumer
  orientation, while social profit defines planning
  from a new era perspective

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Session 2 Wrap-Up

• A MP summarizes the evaluation of the company and
  the business environment, marketing and financial
  objectives for the product, and the marketing
  strategies to achieve them
• Entering international markets demands the
  adaptation of the marketing mix elements
  following a standardization vs. localization
  decision

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Session 2
Thanks See you in tutorials