strategic marketing an introduction resource person: aly raza syed march 2009

STRATEGIC MARKETING

An IntroductionResource Person:

Aly Raza Syed

March 2009

STRATEGY

STRATEGY

• S = Spot• T = Trend• R = Review• A = Apply• T = Tactics• E = Evaluate• G = Greater• Y = Yields.

STRATEGY

• After SPOTTING TRENDS externally, you have to REVIEW the organization internally (its policy , its tactics, its action plan and its Resources). Then you APPLY your TACTICS. You EVALUATE which strategies or tactics give you the GREATEST YIELD.

SMPThe Steps

External Environment Opportunities & Threats

Internal Environment

Strategy Formulation

Macro Environment Industry Environment

Firms Resources, Organizational Mission & Goals

Corporate Strategy Formulation

Business UnitStrategy Formulation

FunctionalLevel

Strategy ImplementationOrganizational Structure, Leadership Power & Culture

Strategic ControlStrategic Control Process & Performance

CORPORATE LEVEL

BUSINESS UNITLEVEL

FUNCTIONALLEVEL

Levels of Management

Levels of Management.

FAUJI FOUNDATION

FactoryManager

FactoryManager

ManagerMarketing

ManagerMarketing

ManagerAdmin

ManagerAdmin

FAUJI UPJOHNFAUJI

UPJOHN

FAUJICEMENT

FAUJICEMENT

FAUJICEREALS

FAUJICEREALS

THE ENVIRONMENT

THE ENVIRONMENT

External Internal

Macro Micro

DEEP-LIST SuppliersCustomers

CompetitorsIntermediaries

Controllable VariablesMission/Goals/

Objective4 Ps

StructureSOP’s

Market Types:

• Market Place• Market Space• Meta Markets

Consumer Market vs.

Industrial Market

Needs Vs. Wants

Types of Competitors

• Direct Competitors

• Indirect Competitors

• Substitute Competitors

• Generics

Competition

• Market Leader

• Market Challenger

• Market Follower

Competitive Strategies

The Process of Marketing

Market Segmentation

Target Marketing

Marketing Mix

SATISFACTION

• When customer gets Value– Total benefits > Total Cost

• Where Utility is created

The Market Mix

The Four Hard P’sProduct

PricePlace

Promotion

The Three Soft P’s

PeopleProcess

Physical Evidence

The Marketing Mix

• Product• Place

• Price

• Promotion

Product Vs. Services

• Products:– Tangible

Services

Intangibility

Perishability

SimultaneousProduction

andConsumption

Heterogeneity

The Marketing Mix

• Product

• Promotion• Place

• Price

Tool for Sales Promotion• Coupons• Premium Prices• Rebates and discounts• Sampling• Sponsorships• Event Marketing• Trade Shows• Product placement• Public Relations• Publicity

Advertising• Newspapers• Telephone• Direct Mail• Radio• Yellow Pages• Magazines• Out of home Advertising:

– POS/ Billboards/Posters/Banners/Wall Chalking

• Interactive Media– The Internet

PUSH vs. PULL Strategy

Unique Selling Prepositions

POSITIONING

The Marketing Mix

• Product

• Promotion

• Place• Price

Distribution/Place

• Direct

• Indirect– Retailing– Wholesaling

Consumer Marketing Channels

The Marketing Mix

• Product

• Promotion

• Place

• Price

Price

• Market Penetration Pricing

• Market Skimming Pricing

• Par Pricing

• Psychological Pricing

• Uniform Pricing

• Geographic Pricing

Price Computation Strategies

• Cost Plus Pricing Strategy

• Demand Based Pricing Strategy

• Geographic Pricing

• EDLP Strategy

• Competitive Pricing Strategy

• Parity Pricing Strategy

The Extended Marketing Mix

People

Processes

Physical Evidence

The Marketing Mix

Process

Physical Evidence

Benchmarking

Benchmarking in Quality.

Your companies Quality Level

Quality Level of Best Performer

GAPFill The Gap

Core Competencies

Resourcesare rare

Resourcesare

organized

Resourcesare

inimitable

Resourcesare

valuable

Resources And Core CompetenceResources And Core Competence

Corecompetencies

KAIZEN

NO

PLEASE !!!

W