【优质】StrategicMarketingandSalesPlanning.ppt

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”. “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 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 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 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 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 inward-looking resource-