1. STRATEGIC PLANNING AND MARKETING PROCESS
2. STRATEGIC PLANNING is the definition of a clear mission of the company, this mission becomes detailed supporting objectives that guide the entire company. Marketing planning occurs at the business unit, product and market. (Specific market opportunities.)
3. THE MISSION OF THE COMPANY An organization exists to accomplish something. Know when you need to take new directions in situations which arise or the expansion of products on the market.
4. STEPS IN STRATEGIC PLANNING
5. DESIGN PORTFOLIO BUSINESS IS BUSINESS SET AND PRODUCTS THAT ARE A COMPANY. PORTFOLIO ANALYSIS: AN INSTRUMENT BY WHICH MANAGEMENT identifies and assesses BUSINESS IS THE COMPANY.
6. SBU Strategic Business Unit A unit of the company that has a separate mission and objectives and that can be raised independently of the other business of the company, a division SBU can be a company, a product line within a division or sometimes a single product or one brand.
7. GROWTH-SHARE MATRIX A planning method that evaluates the portfolio strategic business units of a company in terms of growth rate in the market and on market participation. The u.e.n are classified in various ways .....
8. MATRIX-PRODUCT EXPANSION OF AN INSTRUMENT MARKET PORTFOLIO PLANNING FOR THE IDENTIFICATION OF OPPORTUNITIES FOR GROWTH COMPANIES BY MARKET PENETRATION, product development or diversification.
9. A market penetration strategy for company growth, increasing sales of current products to current market segments without changing the product in any way.
10. A market development strategy for the growth of the company that identifies and develops new market segments for current products of the company
11. Product development offers new or modified products to current market segments. The concept of product comes on to convert a physical product in order to ensure that the product idea can become a reliable
12. A diversification strategy is to acquire businesses outside current products or businesses dela company.
13.
14. STRATEGIC PLANNING AND SMALL BUSINESS
15. WHAT IT IS? Approach to large corporations with divisions and products serve to attract investors. To anticipate any situation (to prevent and improve). Defines the mission and objectives of the company.
16. PROCESS OF MERCHANTABILITY helps achieve the overall strategic objectives. It is divided into: CONSUMERS META: identification of the market is divided into smaller segments, selecting the most favorable service and satisfaction. ANALYSIS, PLANNING, IMPLEMENTING, AND CONTROL. "Marketing mix" 4P "Product - Price - Place - Promotion (distribution)
17. MERCADOTENIA MARKET Market Segmentation Market orientation positioning (and service satisfaction) XPUZXP market
18. CONSUMER MARKETING GOAL: "The Client": you need to understand. View your needs and desires. Knowing. Find the best position to serve certain market segments. (Get well).
19. CONSUMER MARKET SEGMENTATION ORIENTATION TARGET MARKET MARKET POSITIONING types of customers, products and needs. Choose the one that offers best opportunity to achieve the segmentation: geographic, behavioral, sex appeal assessment of the chosen segment. To generate customer value. Choose more segments if the first successful sale. Total market coverage. Backbone of the marketing strategy of a product. Place the product on the consumer's mind in relation to consumers. Higher value segments that offer benefits. Customer Communications positioning.
20. MIXTURE OF MERCADOTENCIA "4P" THIS MUST BE COORDINATED AND 4P DESIGNED TO ACHIEVE THE OBJECTIVES PRODUCT PRICE PLACE PROMOTION DISTRIBUTION goods and services offered by the company. Money paid by customers for the product. Discounts, rebates, total payment appropriations. Activities to make available to the customer. Support to distributors. Activities to persuade the customer. Advertising. Incentives (promotions, sales, refunds)
21. MARKETING EFFORT MANAGEMENT ANALYSIS PLANNING IMPLEMENTING CONTROL
22. ANALYSIS Comprehensive analysis of the situation of the company. Market analysis and marketing environment. Find opportunities and avoid threats.
23. PLANNING decision what you want to do with each business unit (segmentation). Marketing strategy decision. Detailed plan for each business, product or brand (by number of segmentations that the company has chosen). Executive Summary-Location Marketing - threats and opportunities - goals - Marketing strategies - action programs - budget.
24. IMPLEMENTATION process that converts into action plans to achieve strategic objectives mercadológicos. Have programmed activities in the short medium and long term. "TEAMWORK" UNON ACTION PROGRAMS BETWEEN ORGANIZATIONAL STRUCTURE PEOPLE VS CHAIR COMMUNICATION WORKERS Decision Making CALCULATION OF BUDGET PLANNING HUMAN RESOURCES MOTIVATION BUSINESS PERSONAL BELIEFS CULTURAL IDENTITY VALUES MEANING
25. CONTROL Monitoring progress of all activities and phases of marketing. Detailed targets and budgets
2. STRATEGIC PLANNING is the definition of a clear mission of the company, this mission becomes detailed supporting objectives that guide the entire company. Marketing planning occurs at the business unit, product and market. (Specific market opportunities.)
3. THE MISSION OF THE COMPANY An organization exists to accomplish something. Know when you need to take new directions in situations which arise or the expansion of products on the market.
4. STEPS IN STRATEGIC PLANNING
5. DESIGN PORTFOLIO BUSINESS IS BUSINESS SET AND PRODUCTS THAT ARE A COMPANY. PORTFOLIO ANALYSIS: AN INSTRUMENT BY WHICH MANAGEMENT identifies and assesses BUSINESS IS THE COMPANY.
6. SBU Strategic Business Unit A unit of the company that has a separate mission and objectives and that can be raised independently of the other business of the company, a division SBU can be a company, a product line within a division or sometimes a single product or one brand.
7. GROWTH-SHARE MATRIX A planning method that evaluates the portfolio strategic business units of a company in terms of growth rate in the market and on market participation. The u.e.n are classified in various ways .....
8. MATRIX-PRODUCT EXPANSION OF AN INSTRUMENT MARKET PORTFOLIO PLANNING FOR THE IDENTIFICATION OF OPPORTUNITIES FOR GROWTH COMPANIES BY MARKET PENETRATION, product development or diversification.
9. A market penetration strategy for company growth, increasing sales of current products to current market segments without changing the product in any way.
10. A market development strategy for the growth of the company that identifies and develops new market segments for current products of the company
11. Product development offers new or modified products to current market segments. The concept of product comes on to convert a physical product in order to ensure that the product idea can become a reliable
12. A diversification strategy is to acquire businesses outside current products or businesses dela company.
13.
14. STRATEGIC PLANNING AND SMALL BUSINESS
15. WHAT IT IS? Approach to large corporations with divisions and products serve to attract investors. To anticipate any situation (to prevent and improve). Defines the mission and objectives of the company.
16. PROCESS OF MERCHANTABILITY helps achieve the overall strategic objectives. It is divided into: CONSUMERS META: identification of the market is divided into smaller segments, selecting the most favorable service and satisfaction. ANALYSIS, PLANNING, IMPLEMENTING, AND CONTROL. "Marketing mix" 4P "Product - Price - Place - Promotion (distribution)
17. MERCADOTENIA MARKET Market Segmentation Market orientation positioning (and service satisfaction) XPUZXP market
18. CONSUMER MARKETING GOAL: "The Client": you need to understand. View your needs and desires. Knowing. Find the best position to serve certain market segments. (Get well).
19. CONSUMER MARKET SEGMENTATION ORIENTATION TARGET MARKET MARKET POSITIONING types of customers, products and needs. Choose the one that offers best opportunity to achieve the segmentation: geographic, behavioral, sex appeal assessment of the chosen segment. To generate customer value. Choose more segments if the first successful sale. Total market coverage. Backbone of the marketing strategy of a product. Place the product on the consumer's mind in relation to consumers. Higher value segments that offer benefits. Customer Communications positioning.
20. MIXTURE OF MERCADOTENCIA "4P" THIS MUST BE COORDINATED AND 4P DESIGNED TO ACHIEVE THE OBJECTIVES PRODUCT PRICE PLACE PROMOTION DISTRIBUTION goods and services offered by the company. Money paid by customers for the product. Discounts, rebates, total payment appropriations. Activities to make available to the customer. Support to distributors. Activities to persuade the customer. Advertising. Incentives (promotions, sales, refunds)
21. MARKETING EFFORT MANAGEMENT ANALYSIS PLANNING IMPLEMENTING CONTROL
22. ANALYSIS Comprehensive analysis of the situation of the company. Market analysis and marketing environment. Find opportunities and avoid threats.
23. PLANNING decision what you want to do with each business unit (segmentation). Marketing strategy decision. Detailed plan for each business, product or brand (by number of segmentations that the company has chosen). Executive Summary-Location Marketing - threats and opportunities - goals - Marketing strategies - action programs - budget.
24. IMPLEMENTATION process that converts into action plans to achieve strategic objectives mercadológicos. Have programmed activities in the short medium and long term. "TEAMWORK" UNON ACTION PROGRAMS BETWEEN ORGANIZATIONAL STRUCTURE PEOPLE VS CHAIR COMMUNICATION WORKERS Decision Making CALCULATION OF BUDGET PLANNING HUMAN RESOURCES MOTIVATION BUSINESS PERSONAL BELIEFS CULTURAL IDENTITY VALUES MEANING
25. CONTROL Monitoring progress of all activities and phases of marketing. Detailed targets and budgets
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