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Printable Handouts
Navigable Slide Index
- Introduction
- Understanding the components of a strategy
- Objectives
- The purpose of strategic marketing planning
- Map of the marketing domain
- Financial risk and return
- The route to sustainable competitive advantage
- The need for a strategic marketing plan
- A marketing plan formula
- The value chain
- Key elements of world class marketing
- Ansoff matrix
- Profit improvement
- The marketing planning process and outputs
- The contents of a strategic marketing plan
- Define markets & understand value
- Market overview
- Some market definitions (personal market)
- Market mapping
- Market map - office equipment
- Market segmentation (1)
- Market segmentation (2)
- The impact of price on profit
- Personalising segments
- How customers talk about category need
- Understand the different category buyers
- SWOT analysis
- SWOT analysis - what not to do
- SWOT analysis - what to do
- Strategic marketing planning exercise
- SWOT summary matrix
- Market/Segment selection criteria
- Setting expectations of performance
- Positioning on directional policy matrix-guidelines
- Deliver value
- Define marketing strategy for promotion
- Activities by medium
- Segmentation example - the sunworshippers
- Segmentation example - John and Mary Lively
- The market understanding process
- Assessing the strategic marketing plan
This material is restricted to subscribers.
Topics Covered
- The need for marketing planning
- Key elements of world class marketing
- How to begin the process
- How to understand your market
- How to segment your market
- How to understand your customers' needs
- How to prioritise your marketing objectives and strategies
- how to test the value of your marketing plan
Talk Citation
McDonald, M. (2012, January 1). Profit - the role of world class strategic marketing planning [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 12, 2024, from https://doi.org/10.69645/QIOW3223.Export Citation (RIS)
Publication History
Profit - the role of world class strategic marketing planning
Published on January 1, 2012
45 min
A selection of talks on Strategy
Transcript
Please wait while the transcript is being prepared...
0:00
My name is Professor
Malcolm McDonald.
I'm a Professor of
Marketing at Cranfield,
Warwick, Aston,
Bradford and Henley
Business Schools and
I'm also Chairman of
Brand Finance PLC.
0:16
Recently, a Harvard
Business Review
article spelled out that
most directors in America don't
even understand what the
components of a strategy are.
For my part, I say that
any operating board of
directors that cannot
list in order of
priority its key target markets
and what its sources of
differential advantage are
against each of those
key target markets is
really likely not to
be very successful.
When I talk about key
target markets, I'm talking
about markets in terms of needs,
not in terms of
the products that
they make or the
services they make.
Those boards of directors
that can't answer
those simple questions are
probably spending most of
their time on profit
and loss accounts.
Many of you listening to this
and watching it will
understand that
profit and loss
accounts usually have
one line for revenue and
many lines for costs, and
directors spend most of their
time looking at the costs.
What I want to do today is to
open up the world of revenue.
As you'll see from the title,
it is 'Profit - The Role of
World Class Strategic
Marketing Planning'.
1:38
You will see from this
slide that the agenda
consists of a session on why
we need marketing planning.
A brief session on where to
begin the process and most
of this session will be
about the process itself.
First, however, I
should like to make
just a few preliminary points to
put into context the whole
of the presentation.