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Chapter Marketing Planning

The document outlines key learning objectives related to market opportunity analysis, product market fit, and marketing planning approaches. It covers demand and segmentation analysis, industry structure, competitor analysis, and product-market selection strategies. Additionally, it details the marketing planning process, including the structure of a marketing plan and various portfolio methods.

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Pratibha Bahuguna
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16 views11 pages

Chapter Marketing Planning

The document outlines key learning objectives related to market opportunity analysis, product market fit, and marketing planning approaches. It covers demand and segmentation analysis, industry structure, competitor analysis, and product-market selection strategies. Additionally, it details the marketing planning process, including the structure of a marketing plan and various portfolio methods.

Uploaded by

Pratibha Bahuguna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Learning Objectives:

1.To understand the concept of market opportunity and the


framework of market opportunity analysis
2.To Interpret the product market fit
3.To demonstrate the approaches to marketing planning
MARKET OPPORTUNITY
Demand Analysis
Market consists of existing and potential buyers
Market refers only to ultimate buyers
Mere existence of an unfulfilled want among a group of people does not
necessarily constitute a market for a product

Segmentation Analysis
Segmentation is the process of dividing the market into homogeneous
subunits
Basis of segmentation, demographic, geographic and psychographic
Industry Analysis

 Elements of Industry Structure

 Competitor Analysis

 Extent and Quality of Services Rendered by


Competitors
PRODUCT-MARKET SELECTION
Some of the key issues that need to be addressed:
What markets should be served?
What form should the product take?
What should the product offer?
For whom is the product most important?

Making Product-Market Choices


Horizontal Diversification
Vertical Product Market Choice

Horizontal Markets or Horizontal Diversification


Vertical Product-Market Choice
MARKETING PLANNING PROCESS

Strategic
Planning Process
Portfolio Methods

a. The Boston
Consulting
Group
Approach
(BCG)
b. The General Electric Approach (GE)
STRUCTURE OF MARKETING PLAN

Executive Summary
Situation Analysis
Statement of Objectives
Outlining Marketing Strategy
Implementation Programme
Projected Profit and Loss Statement
Control Systems
PROCESS OF MARKETING PLANNING

Participation
Scheduling
Review
Monitoring

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