A brief presentation on how to develop a strategic marketing plan in 4 steps: identifying, scanning, conceiving and realising

1. 4 Steps Of The Strategic Planning
“You may not be interested in strategy, but strategy
is interested in you” Leon Trotsky
Rita Batalha
uk.linkedin/ritabatalha
@ritabatalha

2. Why Do We Need Strategy?
• Without a strategy
... time and resources are easily wasted
… there‟s no formal structure about mission, objectives and tactics
… critical activities are ignore
… internal employees perform tasks that don‟t bring any value
“Without a strategy the organization is like a
ship without a rudder, going around in
circles.” Ross and Kami (1998)

3. What Is Strategy?
… a consciously developed plan
… deliberately choosing a different set of activate to deliver a unique
value mix
... performing different activities from competitors or performing similar
activities in different ways
… the determination of long-term positioning (min. 3years)
Porter (1996)

4. 5 Definitions
• Mintzberg„s (1987) five definitions of strategy
Plan: strategy needs to be developed in advance and with purpose
Ploy: strategy means of outsmarting the competition
Pattern: we learn to appreciate what was successful in the past can lead
to success in the future
Positioning: how the organisation relates to its environment, and what it
can do to make its products unique in the marketplace
Perspective: a mindset of the organisation have on strategic decision

5. 4 Steps Of The Strategic Planning
Mission
1st year detail plan
4. REALISING Corporate 1. IDENTIFYING
(detail tactical plan that & Budget (what the organisation
summarizes the strategic Objectives
does and what is trying to
activities )
achieve)
Marketing Objectives Internal environment 2. SCANNING
& Strategies (current environment in
External environment
3. CONCEIVING terms of
services, stakeholders, perf
(desired future and Expected Results Performance ormance, challenges etc..)
preferred route to
achieve objectives – environment
contingency plan and Contingency plans
assumptions for
unexpected events)

6. 4 Steps Of The Strategic Planning
IDENTIFYING
Mission: the organisation‟s long-term intentions, describing its purpose and
direction
Corporate objectives: the overall organisation‟s goal(s)
Save the Children
> Mission: To inspire breakthroughs in the way the world treats children and to
achieve immediate and lasting change in their lives
> Corporate objectives: Raise US$2 billion to increase children‟s and mothers
access to healthcare by 2005, through large scale vaccination, nutrition and
health education programmes

7. 4 Steps Of The Strategic Planning
SCANNING
External: elements that don‟t have immediate impact on the performance
and cannot be controlled by the organisation. E.g., Legislation
Internal: key factors and capabilities of an organisation‟s resources –
departments, products/services, finance etc. E.g., Marketing
Performance: stakeholders and elements that either have low or high
influence on an organisation‟s performance. E.g., Supplier Power
Techniques:
> External: PESTLE, Opportunities and Threats
> Internal: Portfolio analysis (e.g., BCG), financial analysis, marketing audit
> Performance: sector analysis (e.g., 5 forces), critical success factors

8. 4 Steps Of The Strategic Planning
SCANNING
Example PESTLE – Save the
Children
What changes in What economic What social and
government policy factors effect Save the cultural aspects affect
have an impact on the Children„s ability to the donors‟ needs?
way Save the Children generate income?
operates?
Politcal Factors Economical Factors Social Factors
What changes in the
What significant legal What environmental
technological
changes may affect factors can affect the
environment that
Save the Children‟s way Save the Children
affects donation‟s
operations? operates?
levels?
Legal Factors Environmental Factors
Technological Factors

9. 4 Steps Of The Strategic Planning
SCANNING
Example PESTLE – Save the
Children
> Declining statutory > The impact of
> Cultural
funding recession
diversification
> Declining confidence > Low interest rates
> Aging population
in the political system > Volatile stock
> Increase privatisation markets
and local partnerships
Social Factors
Politcal Factors Economical Factors
> New funding
> The growth of > Climate change and
platforms and methods
privacy and data sustainability
> Alteration of Economical Factors
protection regulations
technoly and
> Growth of political
communications
campaigning among
sphere
charities
Legal Factors Environmental Factors
Technological Factors

10. 4 Steps Of The Strategic Planning
CONCEIVING
Objectives Use the SMART approach –
Specific, measurable, achievable, realistic and timed.
Strategies Say how the objectives will be achieved using CSFs and 4Ps
Tactics Say what actions will realise the strategies and deliver the
objectives – what, who, when and how much.
Save the Children‟s Humanitarian objective
> Protect the lives of 29 million children through preparedness rapid
response and capacity building in vulnerable communities by 2015.

11. 4 Steps Of The Strategic Planning
CONCEIVING
Use Critical success factors and 4Ps to delineate your strategies. Ideally
you should have one CSFs model for each donor segment.
Example CSFs – Save the Children
Description of Tactics to achieve Responsabilit Cost KPI‟s
Strategy the Strategy y
Raise £Y income Run cold mobile Legacy and £Y £ income
through legacy campaigns to marketing % donation
marketing prospect new
activities potential legators

12. 4 Steps Of The Strategic Planning
CONCEIVING
Use Critical success factors and 4Ps to delineate your strategies. Ideally
you should have one 4Ps strategy for each donor segment.
Example 4Ps – Save the Children
P Current Future
Product Donations, Gifts, Grants etc. Donations, Gifts, Grants etc +
social investment
Price Cash donation ask price is Cash donation ask price is 25
15
Promotion F2F, direct mail, print, social F2F, direct mail, print, social
media and mobile etc. media and mobile etc. + online
giving
Place ABL and ATL ABL and ATL

13. 4 Steps Of The Strategic Planning
CONCEIVING
Use the directional policy matrix to estimate expected results for each of
your customer‟s segment. Draft assumptions and contingency plans to
support your decision.
Relative Business Strenght
HIGH LOW
HIGH 7 Segment 1
New segment 1
6 - 4% Segment 4
Attactiveness
Market
5 New segment 2
+ 5% Segment 3
4 + 2%
Segment 2
LOW 3
+2 1 0 -1 -2

14. 4 Steps Of The Strategic Planning
CONCEIVING
Identify factors that will be critical to the success or failure of the
marketing strategy, but which are outside the company‟s direct control.
Look at Porter 5-forces analysis and PESTLE analysis to check important
assumption and contingency plans.

15. 4 Steps Of The Strategic Planning
REALISING
Use Gantt chart to illustrate the summary of your tactical plan.

16. Considerations
> The essence of strategy is choosing to perform activities differently than
rivals do
> Strategic positions can be based on customer‟s needs, market‟
opportunities or a variety of product and services
> Before delineate the 4 steps of strategic planning, organisations should
have a clear understanding of customer‟s insight – segments, needs
aspirations etc.
> The process of strategy development should be consistent and support
your organisation‟s values and mission

17. Sources
(1) What is strategy - http://goo.gl/PaG4Q
(2) Strategic Planning with Critical Success Factors and Future Scenarios: An Integrated
Strategic Planning Framework – http://goo.gl/l697l
(3) Look - nfpSynergy Have Done My Pest Analysis - http://goo.gl/q9qQA
(4) Mintzberg's 5 Ps of Strategy - http://goo.gl/l41Fn
(5) Save the Children International annual repport - http://goo.gl/fm4T0
(6) The First Billion: A forecast of social investment demand - http://goo.gl/NRdMv

18. Presentation by Rita Batalha
@ritabatalha
uk.linkedin/ritabatalha