The document outlines the marketing planning process including performing a situation analysis, setting objectives, deciding on strategies, and scheduling implementation actions. It discusses elements like SWOT analysis, assumptions, objectives, strategies, budgets. The marketing plan is meant to help identify competitive advantages, ensure consistency, inform the organization, and set goals to gain commitment.

1. Marketing Plan Authors: Prof. Keegan, Prof. Malcolm Presenters: M. Azadi M. Tabatabaei Chapter 8

4. Marketing Planning Market Needs Wants Strengths of organization Weakness of organization Existing competitors Expected competitors Design for creating value

17. Tactically Oriented Company Board Senior Management Middle Management Operations Tactical Orientation Strategic Orientation

18. Strategic Oriented Company Board Senior Management Middle Management Operations Tactical Orientation Strategic Orientation

21. Stages of Marketing Plan 1. Mission 2. Corporate objectives 3. Marketing audit 4.SWOT analysis 5. Assumptions 6. Marketing objective and strategies 7. Estimate expected result 8. Identity alternative plans and mixes 9. Budget 10. First year detailed implementation program Phase one -Goal Setting Phase Two –Situation Review Phase Three-Strategy Formulation Phase Four-Resources allocation and monitoring Measurement and review

32. SWOT Analysis Opportunities Threats Strengths ST SO Weakness WT WO Internal External

38. The Marketing Mix Marketing Mix Customer Solution Customer Cost Communication Convenience Product Price Promotion Place