Strategic Marketing Plan

Strategic Business Planning
How Do I Develop A
Strategic Marketing Plan?
Types of Marketing
Planning
Strategic Marketing
Encompasses the entire firm strategy
Deals with the broader issue of determining
firms strategic position in the market and how
to create value from that position
Product Marketing/Pricing
Deals with the tactical side of selling a product
Similar to a set of standard operating procedures
for marketing a particular product.
Building A Strategic
Marketing Plan
Strategic Marketing Plan

0. Problem Statement
1.
2.
3.
4.
5.
6.
Environmental Analysis (SWOT)

Identifying Customers
Competitor/Value Creation Analysis
Marketing Mix: The 4 Ps
Financial Analysis and Budget
Implementation and Control Plan
0. Problem Statement
1. Know Your Marketplace

Strengths, Weaknesses,
Opportunities, and Threats
(SWOT)
Trends and changes:
Market analysis
Segmentation
Prioritizing target markets
2. Who Are Your Customers?

Customers
vs.
Consumers
Customer: firm or
person that buys
your product
Consumer: firm or person

that eventually uses
your product
Customer/Consumer
Consumers
Trends
Customers
Households with
Just-in-time
inventory
Business to
business (B2B)
Manufacturing
mentality
Industrialization of
agriculture
fewer people
Active, on-the-go
lifestyles
Concern over the
health aspect of
food, with a desire
for good taste
Less time for meal
prep
Know What Is Important

to Your Customer
Get inside the mind of your customers
Find out why they would buy from you . . . or
why they would not
Truly understand their needs
Intentional listening
Customer analysis
Solve their problems
CUSTOMER PROFILING
3. Competitor/Value
Creation Analysis
Make sure you are distinctively different
from your competition
in areas of importance
to your customers
Competitive analysis
Reallocation of
resources if necessary
Positioning
The Value Chain
Technological Development
Inbound
Operations
Logistics
Outbound Marketing Service

Logistics & Sales
Procurement
MA
RG
I
Primary
Activities
Human Resource Management
IN
RG
MA
Supporting
Activities
Firm Infrastructure
Relationship with Suppliers
Relationship with Buyers
4. Determining the
Marketing Mix
The set of controllable variables
that will accomplish the
marketing objectives:
Product strategy
Place (distribution) strategy
Promotion (communication) strategy
Pricing strategy
Product Strategy
Portfolio of Products
Fits your strengths and weaknesses
Provides acceptable risk/return tradeof
Meets needs of a particular customer segment
Quality
No. 1 versus No. 2
Service
Timely custom operations
Volume
Large and small quantities
Guaranteed volumes (contract)
McDonalds Product
Package
Food
Fast service
Fun for the kids
Variety
Non-smoking
Consistent product
Place Strategy
Storage
On-farm vs. of-farm
Segregated
Timing
On-demand
Equal amounts throughout the year
Location
Delivery to multiple points
Assortments
Delivery of diferent amounts to diferent places at
diferent times
Promotion Strategy
Advertising
Creating brochures and other advertisements on
the products your farm provides and what value
they add
Personal Selling
Telling your customers how you create value
Public Relations
Price Strategy
Price is the cost the customer must bear
in order to obtain the product. It
includes:
list price
discounts
payment period
credit terms
Pricing Methods
Value-Based Pricing
Set price based on buyers perception of value
(rather than on the sellers costs)
Cost-Based Pricing
Add a standard markup to the cost of the
product
Competition-Based Pricing
Set price based on following competitors prices
Product-Mix Pricing
Product-line pricing
Optional-feature Pricing
Captive-product Pricing
Two-part pricing
By-product Pricing
Product-bundling pricing
Pricing Strategy Matrix
5. Financial Analysis and

Budgeting
Estimate the demand given the pricing and
promotion strategy.
Determine expenses associated with
production and marketing.
Determine anticipated cash flows.
Will strategy cash flow? When?
What are the critical assumptions of the
financial analysis and what are the impacts of
changes in those assumptions?
6. Implementation and
Control
Focus attention of everyone on
delivering what the customer
wants
Management of people
Monitoring and control
A Little Marketing
Philosophy ...
Bad outcomes still happen
Never compare to the market
high ..
Your plan for your
operation ...

Strategic Marketing Plan

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