(2) marketing; module 1; session 2; marketing strategy
TRANSCRIPT
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 1/26
1
Module I: Understanding Marketing Management
Session 1: An Overview of Marketing
Session 2: Marketing Strategy
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 2/26
g gy
2
Learning Obje tives
1. Explain strategic planning process and thecontribution of marketing in developingmarketing strategy.
2. Describe business portfolio and growthstrategies.3. Explain how a company obtains Sustainable
competitive advantage.. Describe the elements of a marketing plan.
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 3/26
!
Ste"s of Strategi #lanning
MissionStatement
CorporateStrategy Business Unit
Strategy
MarketingStrategy
Statement of anorganization’s purpose;should be marketoriented.
Supporting goals andobjectives to guide theentire company.
Collection of businessesand products that make upthe company.
Detailed planning for each departmentdesigned to accomplish strategic objectives.
Marketing Mix Elements:1. Product2. Distri ution!. Promotion". Pricing
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 4/26
$
Arena!usiness ScopeServed "arket#arget Segments
Advantage$alue %roposition#arget&ompetitors'imitability
A ess&hannel Structure&ommunication mix
A tivitiesScope ( Scale of
)ctivities%artnerships
Market%drivenOrgani&ation
'ay: Strategy as ()oi es
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 5/26
*
Marketing Strategy
"apping!usiness'andscape
Developing&ompetitive )dvantage
)nticipating&ompetitive Dynamics
and SustainingSuperior %erformance
&ompetitors
&ustomers Suppliers
&omplementors
&ompany
&ompetitiveStrategies
!usiness%ortfolio%lanning
*rowthStrategies
"arket Shared!asedStrategies
+ffensive andDefensiveStrategies
"arketingStrategies
Segmentation#argeting
%ositioning
"arketing mix,%roduct%romotion%lace
%rice
Environment
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 6/26
+
#perational ExcellenceSuperior value via con$enience% &uality andprice ( oyota! Dell"
Customer 'ntimacySuperior value by means of uilding strongrelations(ips )it( uyers and satis*yingneeds (#ome Depot! $raft"
Product +eaders(ipSuperior value via product inno$ation (%&!
Sony! 'pple"
C o m p e t i t
i $ e
S t r a t e g i e s
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 7/26,
'esigning t)e-usiness #ortfolio
#he best portfolio is the onethat best fits the company-sstrengths and weaknesses tothe opportunities in theenvironment.#he company must,
analy e its current businessportfolio or Strategic !usiness/nits 0S!/-sdecide which S!/-s shouldreceive more less or noinvestmentshape the future portfolio bydeveloping growth strategies foradding new products or
businesses to the portfolio
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 8/26.
/)e -(0 0rowt)%s)are Matri
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 9/2611
-(0 Matri Strategies
-uildncrease market share4orks well for 5uestionmarks
old%reserve market share*ood for cash cow
arvestncrease short6term cashflow 0by decreasinginvestment andexpenditure
'ivestSell or li5uidate*ood for dogs and
5uestion marks 0due to poormarket position or poor fitwith care products
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 10/2612
#ortfolio S enarios Alternative
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 11/261!
/)e 03 Strategi #lanning 0rid
03 MatriMarket Attra tiveness
"arket growth rate"arket si eDemand variability!usiness profitability"acroenvironmentalfactors!usiness rivalry*lobal opportunities
-usiness Strengt)
"arket share*rowth in market share!rand e5uityDistribution channelaccess%roduction capacity%rofit margins relativeto competitors
. ells
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 12/2614
M a r k e t # e n e t r a t i o n
M a r k e t ' e v e l o " m e n t
# r o d u t ' e v e l o " m e n t
' i v e r s i f i a t i o n
#resentMarkets
5ewMarkets
#resent#rodu ts
5ew#rodu ts
'evelo"ing 0rowt) Strategies
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 13/261$
Market #enetration
#rimary 'emand'evelo"ment 07ew /se"ore /sagesMarket S)are In reaseMarket A 6uisition
Market 7ationali&ation
Market 'evelo"ment
5ew Market Segments0ndustrial ( &onsumer"arkets 7ew ndustrialSectors 7ew &onsumerSegment5ew 'istribution ()annel0Direct "arketing $ending"achine 8ranchise System0eogra")i 3 "ansion0'ocal Expansion *lobalExpansion
0rowt) Strategies 819
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 14/261*
0rowt) Strategies 829
#rodu t 'evelo"ment
'is ontinuousInnovation5ew 0eneration of#rodu ts#rodu t Line 3 tension7ationali&ation orA 6uisition;eatures Adding#rodu t #erforman eIm"rovement
'iversifi ation
(on entri'iversifi ation#ure 'iversifi ation'iversifi ation basedon ore om"eten y
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 15/261+
Market #enetration: &ompany growth byincreasing sales of current products to currentmarket segments without changing the product.ow<
Market 'evelo"ment: &ompany growth byidentifying and developing new marketsegments for current company products. ow< #rodu t 'evelo"ment: &ompany growth byoffering modified or new products to currentmarket segments. ow<'iversifi ation: &ompany growth throughstarting up or ac5uiring businesses outside the
company s current products and markets. ow<
0rowt) Strategies: An 3 am"le
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 16/26
1,
Marketing Strategy
"apping!usiness
'andscape
Developing&ompetitive )dvantage
)nticipating&ompetitive Dynamics
and SustainingSuperior %erformance
&ompetitiveStrategies
!usiness
%ortfolio%lanning
*rowthStrategies
"arket Shared!ased
Strategies
+ffensive andDefensiveStrategies
"arketingStrategies
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 17/26
1.
Market #osition Strategies
Strategies for
Market 7eaders
Market ()allengers
Market ;ollowers
Market 5i )ers
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 18/26
2=
Market%Leader Strategies 819
3 "anding t)e total market#argeting %roduct to 7ew /sers%romoting 7ew /ses of %roduct 0$aseline !aking Soda
Encouraging *reater %roduct /se 0"ichelin *illette
Market S)are 3 "ansion
'efending Market s)are#he leader must continuously defend its territory.#he most constructive response to attacks isontinuous innovation .
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 19/26
21
Market%Leader Strategies 829
'ttacker
%" re)emptive
Defense*" Counter)+ffensiveDefense
," &obileDefense
-" lankDefense
/" ositionDefense
Defender
0" ContractionDefense
'efensive Strategies
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 20/26
2$
Market%()allenger
#he market challengers- strategic ob9ective is togain market share and to become the leadereventually
:ow;Do nothing
)ttack the market leader which is high risk.
)ttack other firms of the same si eunderperforming or poorly financed. )ttack small local and regional firms that areunderperforming and poorly financed.
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 21/26
2*
Atta ker 'efender
8!93n ir lement atta k
849 -y"ass atta k
829;lank atta k
8$90uerilla atta k
819;rontal atta k
Market%()allenger 0eneral Atta kStrategies
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 22/26
!=
Intensive advertising "romotion
#rodu t"roliferation
#restigegoods
#ri e dis ounts
#rodu tinnovation
'istributioninnovation
Im"rovedservi es
Manufa turing ostredu tion
S"e ifiAtta kStrategies
Lower%"ri ed goods
Market ()allenger S"e ifi Atta kStrategies
>alue%"ri ed goods
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 23/26
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 24/26
!2
Market%5i )er Strategies
Smaller firms can avoid larger firms by targeting smaller markets or nichesthat are of little or no interest to thelarger firms.
1ichers must create niches! e2pandthe niches and protect them.
e.g. 1ike constantly created ne3niches))cycling! 3alking! hiking!cheerleading! etc.
4hat is the major risk faced bynichers5
&arket niche may be attacked bylarger firms once they notice theniches are successful .
7iche Specialties,End6user &ustomer6si e$ertical6level
Specific customer *eographic%roduct>product line%roduct feature=ob6shop?uality6priceService
&hannel
7/21/2019 (2) Marketing; Module 1; Session 2; Marketing Strategy
http://slidepdf.com/reader/full/2-marketing-module-1-session-2-marketing-strategy 25/26
!*
3lements of a Marketing #lan
3 1 e u t i v e S u m m a r y ( u r r e n t M a r k e t i n g S i t u a t i o n
/ ) r e a t s a n d O " " o r t u n i t i e s
O b j e t i v e s a n d I s s u e s
M a r k e t i n g S t r a t e g y
A t i o n # r o g r a m s - u d g e t s
( o n t r o l s