Strategic Marketing and Sales Planning

Demographic/ economic environment
Marketing and sales information system
suppliers
Marketing and sales intermediaries
Technical/ physical environment
place
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 not know that anything had happened
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
product
Target customer
s
price
promotion
Marketing planning system
competitors
Political/ legal environment
Marketing & sales organisation system
publics
Markpeutibnlgics organisation and implementation system
E-Marketing Planning and Strategies
1 objectives
2 situation review
vision
corporate objectives
marketing audit SWOT analysis
Strategic Focus what business are we in? what business should we be in? what business should we not be in?
thosethatdidnotknowthatanythinghadhappenedemarketingplanningandstrategies?withoutplanningacompanydriftswithoutrealisingit?driftingmeansthecompanycanendupanywhere?thereisnosenseofpurposeordirection?endresultisusuallyliquidationortakeover?cashflowsusuallybecomeerraticemarketingplanningandstrategies?planningisessential?itgivesasenseofpurposeanddirection?stopsconstantfirefighting?stopspanicking?putmanagersincontrolemarketingplanningandstrategies?marketingstrategyisaseriesofintegratedactionsleadingtoasustainablecompetitiveadvantage?strategicmarketingseekstosecureandmaintaincompetitiveadvantageinordertomeetthegoalsoftheorganisation?searchingforadvantageinvolvesbothaninwardlookingresourcebasedviewandanoutwardlookingviewofmarketandsellingopportunities?itinvolvesconsiderationoftheinteractionofthreekeyvariables
nature of competition intensity of competition
Organisational factors e.g. size structure culture
innovation capability
E-Marketing Planning and Strategies
marketing strategy is a series of integrated actions leading to a sustainable competitive advantage strategic marketing seeks to secure and maintain competitive advantage in order to meet the goals of the organisation searching for advantage involves both an inwardlooking resource-based view and an outwardlooking view of market and selling opportunities it involves consideration of the interaction of three key variables: external environment, organisation goals and strategies
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-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
STANDARDS AND BEHAVIOURS policies and behaviour patterns underpinning the distinctive competence and value system
E-Marketing Planning and Strategies
Factors influencing company marketing strategies
E-Marketing Planning and Strategies
Environment-strategy-performance model
Legal-ethical
E
Technology Competition
Other factors
SWOT
S
E-business strategy
internet
Environmental Influences
broad environmental variables: economy, technology, society
industry variables: industry structure, lifecycle, specific technology, structure of competition, strategies and performance
“The aim of strategic planning is to shape and reshape the company’s 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
markets
E-marketing plan
E-marketing strategy
E-marketing mix CRM
P
Performance metrics
Source: Strauss, El-Ansary & Frost (2006:23)
E-Marketing Planning and Strategies
Social/ cultural environment
Factors influencing competitive success
E-Marketing Planning and Strategies
Environmental factors e.g. rate of technological change
E-Marketing Planning and Strategies
The Ashridge Mission Model
PURPOSE why the company exists
STRATEGY competitive position and distinctive competence
VALUES what the company believes in
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 organisation’s objectives, skills and resources and its changing market opportunities”.
market variables: lifecycle, segment structure, demand influences, purchase size and frequency
E-Marketing Planning and Strategies
Goals (Objectives)
sustainable competitive advantage as a means to sales, market share, profit and other objectives to satisfy stakeholders
action: products, prices, promotion, distribution
Performance review and evaluation
E-Marketing Planning and Strategies
An e-marketing strategy needs to be fully integrated into an organisation’s 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 that marketing plan
identify opportunities
3 strategies and plans
formulate strategies forecasts
4 action
பைடு நூலகம்
budgets
Implementation programme control
target markets product, price, promotion and distribution strategies
E-Marketing Planning and Strategies
Competition - competitive forces, 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 Strategic fit - fitting both market opportunities and internal capabilities