Ch3: Planning, Sales Forecasting, and Budgeting

Learning Objectives ,[object Object],[object Object],[object Object],[object Object]

Strategic Planning ,[object Object],[object Object],[object Object]

Planning In A Large Organisation ,[object Object],[object Object],Corporate Office SBU ‘ A’ SBU ‘ C’ SBU ‘ B’ Product ‘ x’ Product ‘ y’ Product ‘ z’ Product / Operational Planning Product Divisional / SBU Strategic Planning Division / Business Unit / SBU Corporate Strategic Planning Corporate Type of Planning Organisation Structure Organisational Levels

Role of Marketing in Organisational Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Formal Name Role of Marketing – Key Tasks Type of Planning

Marketing and Sales Strategies ,[object Object],Marketing Strategy * IMC: Integrated Marketing Communication Target market strategy (Long-term) Marketing mix strategy (Short-term) Product / service strategy Promotion / IMC * strategy Price strategy Distribution strategy Sales promotion strategy Advertising strategy Personal selling / sales strategy Public relations & Publicity strategy Direct marketing strategy

Components of Sales Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Components of Sales Strategy (Continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Basic Terms Used in Sales Forecasting ,[object Object],[object Object]

Basic Terms (Continued) ,[object Object],[object Object],Market Potential Market Forecast Market Minimum Fig. Market Demand Functions Industry marketing expenditure Market demand

Basic Terms (Continued) ,[object Object],[object Object],[object Object]

Forecasting Approaches ,[object Object],[object Object],[object Object],[object Object]

Steps followed in Top-down / Break-down Approach ,[object Object],[object Object],[object Object],[object Object]

Steps followed in Bottom-up / Build-up Approach ,[object Object],[object Object],[object Object],[object Object]

Sales Forecasting Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Quantitative Methods Qualitative Methods

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Delphi Method (Continued) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Exponential Smoothing Method ,[object Object],[object Object],[object Object],[object Object],[object Object]

Regression Analysis Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Econometric Analysis Method ,[object Object],[object Object],[object Object],[object Object]

How to Improve Forecasting Accuracy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales Budget Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Learnings ,[object Object],[object Object],[object Object],[object Object]

Key Learnings (Continued) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Ch3: Planning, Sales Forecasting, and Budgeting

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Ch3: Planning, Sales Forecasting, and Budgeting