Developing Marketing

Strategies

Plans

2

carried out at different

Level of Marketing?

Strategic Planning

How is

Defining the Corporate Mission

Google Mission

To organize the world's information and make

it better, and more completely than our competition.

universally accessible and useful.

eBay

We help people trade

practically anything on earth

Establishing Strategic Business Unit

Ted Levitt

“Companies must

see their business

as a customer-satisfying

process, not a goods-producing

process.”

If there is a gap between future desired sales and

projected sales, corporate management will need

to develop or acquire new businesses to fill it.

Assessing Growth opportunities

By identifying

Intensive Growth

Review of opportunities for

improving existing businesses.

Filling the Gap

Integrative Growth

Increasing sales and profits

through backward,

forward, or horizontal

integration within its industry.

Diversification Growth

Walt Disney Company has moved into licensing characters for merchandisedgoods, entering the broadcast industry with its own Disney Channel as well

as ABC and ESPN acquisitions, and developing theme parks and vacation and resort properties.

When Howard Schultz, Starbucks' CEO until 2000, came to the company

in 1982, he recognized an unfilled niche for cafes serving gourmet coffee

directly to customers, This became Starbucks' market-penetration strategy

and helped the company attain a loyal customer base in Seattle.

Starbucks Story

Ansoff's Product-Market Expansion Grid

Strategic Planning

1. Defining the corporate mission

2. Establishing Strategic Business Unit

3. Assessing Growth opportunities

4. Filling the Gap

5. Ansoff's Product-Market Expansion Grid

Sameer Mathur

Indian Institute of ManagementLucknow

Marketing Professor 2013 -

Marketing Professor 2009 -2013

Ph.D & M.s (Marketing) 2003 - 2009

Amit PandeyIndian Institute of Technology Kharagpur

(Internship)