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Marketing – An Introduction, 8th Ed., 2007 p.41 Planning at the Strategic Business Unit (SBU) Level encompasses: • • • • • • • • Definition of the Business Mission SWOT Analysis Goal Formulation Strategy Formulation Program Formulation Program Implementation Gathering Feedback Exercising Control To achieve its goals each product and/or brand within a SBU must develop a detailed Marketing Plan The Marketing Plan constitutes the central instrument for directing and coordinating the marketing effort Integrates: • The 3C’s: Customer Analysis, Competitor Analysis and Company Analysis AND • The 4P’s: Product, Price, Placement (or Distribution) and Promotion Typical Contents of a Marketing Plan • • • • • • • • Executive summary and table of contents Current marketing situation (3C’s) Opportunity and issue analysis (3C’s) Objectives Marketing strategy (4P’s) Action programs (4P’s) Financial projections Controls The Value Creation and Delivery Process or “delivering value to its customers at a profit,” is the ultimate purpose of a firm It implies: • Creating the value • Providing the value • Communicating it to the target market(s) The process implies the implementation of Strategic Tactical Marketing Actions Strategic Tactical Marketing Actions • Strategic Marketing – Conducting Market Segmentation – Selecting the Target Market(s) – Defining the Value Proposition • Tactical Marketing – Providing the Value (Product, Price and Placement/Distribution) – Communicating the Value (Promotion) The goal of any firm should be to consistently deliver a compelling value proposition.
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