Strategic Marketing and Sales Planning.ppt

1、E-Marketing Planning and Strategies,Gary Akehurst,E-Marketing Planning and Strategies,“Market-oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organisations objectives, skills and resources and its changing market opportunities”. “The aim o

2、f strategic planning is to shape and reshape the companys businesses and products so that they yield target profits and growth”. Kotler, P. (1997) Marketing management, (9th ed), Upper Saddle River, NJ: Prentice Hall International, p.63,E-Marketing Planning and Strategies,Competition - competitive f

3、orces, analysing competitors Monitoring environmental change - managing strategic environmental issues Opportunities - market and sales opportunity analysis Competitive advantage - distinctive capabilities, cost and differentiation strategies, product differentiation strategies Resource reviews Stra

4、tegic fit - fitting both market opportunities and internal capabilities,E-Marketing Planning and Strategies,There are five types of company: 1.those who make things happen 2.those who think they make things happen 3.those who watch things happen 4.those who wonder what happened, and 5.those that did

5、 not know that anything had happened,E-Marketing Planning and Strategies,Without planning a company drifts without realising it Drifting means the company can end up anywhere There is no sense of purpose, or direction End result is usually liquidation or take-over Cash flows usually become erratic,E

6、-Marketing Planning and Strategies,Planning is essential It gives a sense of purpose and direction Stops constant fire-fighting Stops panicking Put managers in control,E-Marketing Planning and Strategies,marketing strategy is a series of integrated actions leading to a sustainable competitive advant

7、age strategic marketing seeks to secure and maintain competitive advantage in order to meet the goals of the organisation searching for advantage involves both an inward-looking resource-based view and an outward-looking view of market and selling opportunities it involves consideration of the inter

8、action of three key variables: external environment, organisation goals and strategies,E-Marketing Planning and Strategies,vision,corporate objectives,marketing audit,SWOT analysis,formulate strategies,forecasts,budgets,Implementation programme,control,Performance review and evaluation,1 objectives

9、2 situation review 3 strategies and plans 4 action,Strategic Focus what business are we in? what business should we be in? what business should we not be in? identify opportunities target markets product, price, promotion and distribution strategies action: products, prices, promotion, distribution,

10、E-Marketing Planning and Strategies,An e-marketing strategy needs to be fully integrated into an organisations business and marketing strategies and plans Rather than have a separate e-marketing strategy it is important to have an integrated marketing plan with an e-marketing plan as a sub-set of th

11、at marketing plan,E-Marketing Planning and Strategies,E-marketing strategy as a detailed sub-set of overall marketing planning But also part of the investment for a new web site And part of the investment in upgrading and extending a website,E-Marketing Planning and Strategies,E,S,P,Legal-ethical Te

12、chnology Competition Other factors,markets,internet,SWOT,E-business strategy,Performance metrics,E-marketing plan,E-marketing strategy,E-marketing mix CRM,Environment-strategy-performance model,Source: Strauss, El-Ansary still supplier driven Third generation: fully interactive website, personalisat

13、ion and market research information collection,E-Marketing Planning and Strategies,Intended strategy,Realised strategy,Deliberate strategy,Emergent strategy,Unrealised strategy,Deliberate and emergent strategies,Source: Baker, M.J. (2000) Marketing strategy and management, (3rd Ed), Basingstoke: Mac

14、millan,E-Marketing Planning and Strategies,Intended strategy,Desired objective,Unpredictable factors,Predictable factors,Course plotted,Source: Baker, M.J. (2000) Marketing strategy and management, (3rd ed), Basingstoke: Macmillan,E-Marketing Planning and Strategies,Strategic planning calls for acti

15、on on: managing the companys businesses as an investment portfolio (each business has a different profit potential so should allocate resources accordingly) assessing each business by considering the markets growth rate, the companys position and fit in that market strategy - each business needs to

16、develop a game plan for achieving its long-run objectives,E-Marketing Planning and Strategies,Demand price elasticity substitutes rate of growth cyclical, seasonal,Market structure number of buyers and sellers product differentiation barriers to entry cost structures vertical integration diversifica

17、tion,Conduct pricing behaviour product strategy and advertising research and innovation plant investment legal tactics,Performance production and allocative efficiency progress, full employment equity,Public Policy taxes and subsidies regulation price controls antitrust information,Supply raw materi

18、al technology product durability value/weight,Basic Conditions,The structure-conduct- performance paradigm,E-Marketing Planning and Strategies,Threat of new entrants,Bargaining power of customers,Threat of substitute products or services,Bargaining power of suppliers,The industry jockeying for posit

19、ion among current competitors,Porters five forces,E-Marketing Planning and Strategies,corporate planning division planning business planning product planning E-marketing planning,organising implementing action,Measuring results diagnosing results taking corrective action,Planning ImplementingControl

20、ling,E-Marketing Planning and Strategies,Business mission,External environment (opportunities and threats),Internal environment (strength and weaknesses analysis),Goal formulation,Strategy formulation,Programme formulation,implementation,Feedback and control,Business strategic planning process,SWOT

21、Analysis,E-Marketing Planning and Strategies,Objectives: what business do we want to be in? (where do we want to be?) Situation Review: where are we now? Strategies, Tactics and Plans: how do we get there?, how do we exactly get there? Action and Control: doing it and asking did we get there?,E-Mark

22、eting Planning and Strategies,Business definition,Environmental situation,Competitive situation,Resources and capabilities,Analysis of past performance,Preliminary objectives,Opportunities and threats,Strengths and weaknesses,Specification of present strategy,Strategic thinking identify key issues d

23、evelop strategy options,Analysis resolve issues evaluate options,Decisions strategy performance objectives,E-Marketing Planning and Strategies,Corporate business planning,Internet marketing plan (sub-set of marketing plan),Design website,Implement website,Monitor website,Control, review, modify,Source: adapted from Chaffey et al (2000: 124),E-Marketing Planning and Strategies,Baker, M.J. (2000) Marketing strategy and management, (3rd ed), Basingstoke: Macmillan Chaffey, D. (2002) E-business and e-commerce manageme