The Strategic Marketing Plan

The marketing concept

• Scope and functions
• Competitive pressures changing the world
• The smart bomb strategic approach
• Definition of strategic planning
• Organizing the general planning framework

The marketing planning process

• The benefits of planning
• Reasons to write a marketing plan
• The marketing plan format
• The marketing planning process
• Setting 'SMART' objectives and goals
• Linking the marketing strategy to the vision, mission and objectives of the company

The business situation analysis

• The components of a company’s environment
• The framework for competitive analysis
• Components of internal analysis
• Components of external analysis
• Competitive and customer analysis
• Environmental analysis
• 'SWOT' analysis
• The five forces diagram
• Portfolio analysis and design (the Boston Consulting Group matrix)
• Workshop: marketing analysis

Planning segmentation, targeting and Positioning

• Basis for segmentation
• Benefits of segmentation
• The market segmentation process
• Criteria for B to B segmentation
• Effective positioning
• Steps in market segmentation, targeting, and positioning
• Creating a powerful value proposition
• Workshop: crafting a value proposition and positioning

Strategy development

• Considering different strategic alternatives ('TOWS' analysis)
• Analyzing different marketing strategies
• The growth strategy matrix
• Factors shaping the choice of strategy
• Blue ocean versus red ocean strategies
• Workshop: formulating strategies and contingencies

Tactical planning applications

• Setting the scene: the marketing mix
• The components of the marketing mix
• Using the marketing mix model
• Workshop: setting the marketing mix