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STRATEGIC MARKETING
An IntroductionResource Person:
Aly Raza Syed
March 2009
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STRATEGY
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STRATEGY
• S = Spot• T = Trend• R = Review• A = Apply• T = Tactics• E = Evaluate• G = Greater• Y = Yields.
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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.
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SMPThe Steps
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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
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CORPORATE LEVEL
BUSINESS UNITLEVEL
FUNCTIONALLEVEL
Levels of Management
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Levels of Management.
FAUJI FOUNDATION
FactoryManager
FactoryManager
ManagerMarketing
ManagerMarketing
ManagerAdmin
ManagerAdmin
FAUJI UPJOHNFAUJI
UPJOHN
FAUJICEMENT
FAUJICEMENT
FAUJICEREALS
FAUJICEREALS
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THE ENVIRONMENT
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THE ENVIRONMENT
External Internal
Macro Micro
DEEP-LIST SuppliersCustomers
CompetitorsIntermediaries
Controllable VariablesMission/Goals/
Objective4 Ps
StructureSOP’s
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Market Types:
• Market Place• Market Space• Meta Markets
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Consumer Market vs.
Industrial Market
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Needs Vs. Wants
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Types of Competitors
• Direct Competitors
• Indirect Competitors
• Substitute Competitors
• Generics
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Competition
• Market Leader
• Market Challenger
• Market Follower
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Competitive Strategies
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The Process of Marketing
Market Segmentation
Target Marketing
Marketing Mix
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SATISFACTION
• When customer gets Value– Total benefits > Total Cost
• Where Utility is created
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The Market Mix
The Four Hard P’sProduct
PricePlace
Promotion
The Three Soft P’s
PeopleProcess
Physical Evidence
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The Marketing Mix
• Product• Place
• Price
• Promotion
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Product Vs. Services
• Products:– Tangible
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Services
Intangibility
Perishability
SimultaneousProduction
andConsumption
Heterogeneity
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The Marketing Mix
• Product
• Promotion• Place
• Price
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Tool for Sales Promotion• Coupons• Premium Prices• Rebates and discounts• Sampling• Sponsorships• Event Marketing• Trade Shows• Product placement• Public Relations• Publicity
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Advertising• Newspapers• Telephone• Direct Mail• Radio• Yellow Pages• Magazines• Out of home Advertising:
– POS/ Billboards/Posters/Banners/Wall Chalking
• Interactive Media– The Internet
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PUSH vs. PULL Strategy
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Unique Selling Prepositions
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POSITIONING
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The Marketing Mix
• Product
• Promotion
• Place• Price
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Distribution/Place
• Direct
• Indirect– Retailing– Wholesaling
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Consumer Marketing Channels
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The Marketing Mix
• Product
• Promotion
• Place
• Price
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Price
• Market Penetration Pricing
• Market Skimming Pricing
• Par Pricing
• Psychological Pricing
• Uniform Pricing
• Geographic Pricing
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Price Computation Strategies
• Cost Plus Pricing Strategy
• Demand Based Pricing Strategy
• Geographic Pricing
• EDLP Strategy
• Competitive Pricing Strategy
• Parity Pricing Strategy
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The Extended Marketing Mix
People
Processes
Physical Evidence
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The Marketing Mix
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Process
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Physical Evidence
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Benchmarking
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Benchmarking in Quality.
Your companies Quality Level
Quality Level of Best Performer
GAPFill The Gap
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Core Competencies
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Resourcesare rare
Resourcesare
organized
Resourcesare
inimitable
Resourcesare
valuable
Resources And Core CompetenceResources And Core Competence
Corecompetencies
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KAIZEN
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NO
PLEASE !!!
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