Marketing Management 2

Strategic Marketing Plan
Includes 4 Activities:

• Mission statement, from the industry,products, applications, competencies,market-segment, vertical and geographical SCOPES.
• Identify Strategic Business Units, from Customer Groups & needs, technologies.They benefit from separate planning, face specific competitors, and managed as profit centers.
• Allocating Resources to SBUs based on market attractiveness & Company Business Strength. 
• Expand present businesses, develop new ones to fill the strategic-planning gap.How? Market penetration,market and product development.(Intensive Growth) Integrative Growth(backward, forward, horizontal), Diversification growth( Concentric,horizontal, conglomerate)

 Shit About SBUs

It conducts its own Business Strategic Planning, 8 steps: Mission, External & Internal Analysis, choose objectives and goals, develop business strategies,prepare and implement programs, gather feedback and exercising control.

CONCEPT 

It's a Managerial process to develop/maintain objectives, skills resources and its changing market opportunities. Aim is to shape/reshape the company's businesses and products so they yield profits and growth.Manage as an investment portfolio(Which business to build,maintain, harvest or terminate).Finally, accurately access future profit potential or each business by considering market growth rate, the company position and fit in it.

Organisational Levels

Large Companies have 4 levels:

1. Corporate: Headquarters designs Corp.Strategic Plans for the whole enterprise to a profitable future.They make decisions, allocate resources to each division and to start or eliminate businesses.
2. Division:Plan covers fund allocation to each business in the division
3. Business:Each Unit develops a business unit strategic plan to carry that unit to a profitable future.
4. .Product: Each Level develops a marketing plan to achieve objectives in its product market. 

SUMORE SHIT ABOUT CORP.Strategic Planning

•  Define Corporate Mission
• Establish SBUs
• Assign resources to each SBU
• Plan New Businesses 

Purpose of Mission Statements is to share them with their managers,employees, customers and other publics.

SCOPES THAT DEFINES A MISSION STATEMENT:

Industry Scope:range Industries, it wishes to compete

Products & Applications: What P&A will participate in the business

Competencies

Market Segment Scope

Vertical Scope

Geographic Scope

YAY YOU FINISHED IT