Slide 1 : Market Planning and Strategy Lecture 1: Introductory session :
Course Tutor: Dr Surabhi Goyal
Slide 2 : Course objectives to analyze
to plan
to strategize
leading to
strategic market planning process
Selling Vs Marketing : Selling Vs Marketing Co. capabilities l Customer wants l Marketing environment Selling is getting rid of what you have or pushing
a product made
while
Marketing is giving customers what they want with
what they can
Recap : Strategy is : Recap : Strategy is Strategy planning is therefore,
--different ways of looking at the same thing
--changing problem into an opportunity
--as a source of competitive advantage
-------------------an out of box thinking
Strategy ….. : Strategy ….. Coca Cola opens a Coca Cola University in rural areas
Lakshmi Mittal buys sick units
Dr Reddy continues to innovate despite losses
Why did South Africa lost out to Zimbabwe in 1999 world cup.
Strategy… : Strategy…
Slide 7 : Today's class would be all about ..... Why do I plan ?
How do I plan – the 4 steps ?--- exercise
Translating the steps to market planning process
Slide 8 : Let us start with a very simple example ......
If you are planning for a job after your MBA
– what questions will you ask yourself?
Slide 9 :
Slide 10 : If you have to plan for final placement – what questions will you ask yourself What is my dream co. ?
Do I meet the eligibility criteria ?
How do to apply?
Will I get it ?
Slide 11 : Rewording it …..four questions are …. What is my dream co.- Where do I want to go ?
Do I meet the eligibility criteria -Where am I ?
How do to apply -How do I go there ?
Will I get it - Am I on the right track ?
Slide 12 : Therefore , Planning is …. Where do we want to go?
Where are we?
How do we go there?
Are we on the right track ?
Slide 13 : Do Where do I want to to go?
Where are we?
How do we go there?
Are we on the right track? Goal setting
Market auditing Strategy formulation
Resource allocation and monitoring
Slide 14 : Why Plan?? Ties to objectives
Helps communicate with employees and make marketing a function of organization
Helps better deals and negotiations
Track the progress and prevent threats to objectives
Let's analyse two business situations ..... : Let's analyse two business situations .....
Slide 16 : Situation 1 : Analysis was not done well
Situation 2 :Implementation was not done well
Therefore , for long term success it is not luck but Plan that works...
Lets look at the video.... what does it say ? : Lets look at the video.... what does it say ?
Slide 18 : How many of you would like to to change the recipe of your pizza topping ?
Slide 19 : To look different, to think different and to act different is a basic human instinct and this leads to what is called Planning for the future.....
Slide 20 : Planning in organizations Tactical Planning Strategic planning Operational Mgmt Middle Mgmt Senior Mgmt Top Mgmt
Strategic Planning Vs Tactical planning Long and futuristic Short term and Planning on the spot decisions Requires lot of requires timely moves &Market scanning Counter moves Effect is staggered Effect is immediateStrategy-------------------------------------TacticEg. (Aggressive marketing )--------(Prime time advertising +raise in commission ) : Strategic Planning Vs Tactical planning Long and futuristic Short term and Planning on the spot decisions Requires lot of requires timely moves &Market scanning Counter moves Effect is staggered Effect is immediateStrategy-------------------------------------TacticEg. (Aggressive marketing )--------(Prime time advertising +raise in commission )
Slide 22 :
The take away ..... : The take away ..... ---He who fails to plan , plans to fail .
And on a more positive note
---Happy people plan actions they dont plan result
Slide 24 : Course Overview Course Assessment
Market Plan I 10% submitted on 15th session
Market Plan II 10% submitted on 20th session
Presentations 10%
End term 60%
Books
OC- Ferell O.C & Hartline Michael ( 2006) ,
Marketing Strategy, Harcourt Brace College Publishers
WB- Mullins, Walker & Larreche Boyd (2006),
Marketing Strategy : a decision focused approach , 5th edition, Tata McGraw Hill
Slide 25 : Group work Read about the organization
Build a framework of study
Write your objectives
Decide the methodology
Work on the project simultaneously with the inputs given in the class