Strategic Marketing and Sales Planning

1、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 organisations objectives, skills and resources and its changing market opportunities”. “the aim o

2、f strategic planning is to shape and reshape the companys 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 ncompetition - competitive

3、forces, analysing competitors nmonitoring environmental change - managing strategic environmental issues nopportunities - market and sales opportunity analysis ncompetitive advantage - distinctive capabilities, cost and differentiation strategies, product differentiation strategies nresource reviews

4、 nstrategic 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. tho

5、se that did not know that anything had happened e-marketing planning and strategies nwithout planning a company drifts without realising it ndrifting means the company can end up anywhere nthere is no sense of purpose, or direction nend result is usually liquidation or take-over ncash flows usually

6、become erratic e-marketing planning and strategies nplanning is essential nit gives a sense of purpose and direction nstops constant fire-fighting nstops panicking nput managers in control e-marketing planning and strategies nmarketing strategy is a series of integrated actions leading to a sustaina

7、ble competitive advantage nstrategic marketing seeks to secure and maintain competitive advantage in order to meet the goals of the organisation nsearching for advantage involves both an inward- looking resource-based view and an outward- looking view of market and selling opportunities nit involves

8、 consideration of the interaction of three key variables: external environment, organisation goals and strategies e-marketing planning and strategies vision corporate objectives marketing audit swot analysis formulate strategies forecasts budgets implementation programme control performance review a

9、nd evaluation 1 objectives 2 situation review 3 strategies and plans 4 action strategic focus what business are we in? what business should we be in? what business should we not be in? identify opportunities target markets product, price, promotion and distribution strategies action: products, price

10、s, promotion, distribution e-marketing planning and strategies nan e-marketing strategy needs to be fully integrated into an organisations business and marketing strategies and plans nrather than have a separate e-marketing strategy it is important to have an integrated marketing plan with an e-mark

11、eting plan as a sub-set of that marketing plan e-marketing planning and strategies ne-marketing strategy as a detailed sub-set of overall marketing planning nbut also part of the investment for a new web site nand part of the investment in upgrading and extending a website e-marketing planning and s

12、trategies e s p legal-ethical technology competition other factors markets internet swot e-business strategy performance metrics e-marketing plan e-marketing strategy e-marketing mix crm environment-strategy-performance model source: strauss, el-ansary still supplier driven 3.third generation: fully

13、 interactive website, personalisation and market research information collection e-marketing planning and strategies intended strategy realised strategy deliberate strategy emergent strategy unrealised strategy deliberate and emergent strategies source: baker, m.j. (2000) marketing strategy and mana

14、gement, (3rd ed), basingstoke: macmillan e-marketing planning and strategies intended strategy desired objective unpredictable factors predictable factors course plotted source: baker, m.j. (2000) marketing strategy and management, (3rd ed), basingstoke: macmillan e-marketing planning and strategies

15、 strategic planning calls for action on: nmanaging the companys businesses as an investment portfolio (each business has a different profit potential so should allocate resources accordingly) nassessing each business by considering the markets growth rate, the companys position and fit in that marke

16、t nstrategy - each business needs to develop a game plan for achieving its long-run objectives e-marketing planning and strategies demand price elasticity substitutes rate of growth cyclical, seasonal market structure number of buyers and sellers product differentiation barriers to entry cost struct

17、ures vertical integration diversification conduct pricing behaviour product strategy and advertising research and innovation plant investment legal tactics performance production and allocative efficiency progress, full employment equity public policy taxes and subsidies regulation price controls an

18、titrust information supply raw material technology product durability value/weight basic conditions the structure-conduct- performance paradigm e-marketing planning and strategies threat of new entrants bargaining power of customers threat of substitute products or services bargaining power of suppl

19、iers the industry jockeying for position among current competitors porters five forces e-marketing planning and strategies corporate planning division planning business planning product planning e-marketing planning organising implementing action measuring results diagnosing results taking correctiv

20、e action planning implementingcontrolling e-marketing planning and strategies business mission external environment (opportunities and threats) internal environment (strength and weaknesses analysis) goal formulation strategy formulation programme formulation implementation feedback and control busi

21、ness strategic planning process swot analysis e-marketing planning and strategies 1.objectives: what business do we want to be in? (where do we want to be?) 2.situation review: where are we now? 3.strategies, tactics and plans: how do we get there?, how do we exactly get there? 4.action and control:

22、 doing it and asking did we get there? e-marketing planning and strategies business definition environmental situation competitive situation resources and capabilities analysis of past performance preliminary objectives opportunities and threats strengths and weaknesses specification of present stra

23、tegy strategic thinking identify key issues develop strategy options analysis resolve issues evaluate options decisions strategy performance objectives e-marketing planning and strategies corporate business planning internet marketing plan (sub-set of marketing plan) design website implement website monitor website control, review, modify source: adapted from chaffey et al (2000: 124) e-marketing planning and strategies baker, m.j. (2000) marketing strategy and management, (3rd ed), basingstoke: macmillan chaffey, d. (2002) e-business and e-commerce mana