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       • Strategic Planning Defined and the Process
       • SBU’s
       • Marketing Positioning – Tools:
             - The BCG Matrix and
             - The Product-Market Expansion Grid
       • Partnering
       • Strategy a& Marketing Mix
       • Segmentation
       • Differentiation & Positioning
       • Managing Effort, SWOTs, & ROI
       • A Marketing Plan
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         What Is Strategic Planning?
        Strategic Planning is the process of 
        developing and maintaining a strategic 
        fit between the organization’s goals and 
        capabilities and its changing marketing 
        opportunities.
                     © 2010 Pearson Education Canada
           Strategic Planning and the Marketing 
                              Process
                 Company Wide Strategic Planning
             Company Mission and Company Objectives  
       Design Business Portfolio  Strategies for Growth 
                BCG Matrix           Product Market Expansion
          Developing Customer Driven Marketing Strategy 
               Segmentation, Targeting and Positioning 
              Developing the Integrated Marketing Mix
                   Product, Price, Place, Promotion 
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           Company Wide Strategic Planning
       • Defining a Clear Company Mission
           – States the organization’s purpose.
           – Market and customer-oriented.
           – Provides direction to internal stakeholders.
       • Setting Company Objectives and Goals
           – The mission of the organization is translated to 
             detailed, quantifiable objectives 
           – The rest of the planning process is supported by 
             these objectives 
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                    Mission Statements
       • Mission statement
         A statement of the organization’s purpose 
         -what it wants to accomplish in the larger 
         environment.
       • It answers basic questions 
          – What is our business?
          – Who is the customer?
          – What does the customer value?
          – What should our business be?
        2-6            © 2010 Pearson Education Canada