marketing management 2.pptx
TRANSCRIPT
DEVELOPING MARKETING STRATEGIES & PLANS
CHAP 2
DEVELOPING MARKETING STRATEGIES & PLANSTHE VALUE DELIVERY PROCESS
3 Phases
Choosing the valueProviding the valueCommunicating the valueMarketing & Customer ValueTHE VALUE CHAIN
9 strategically relevant activities
PRIMARY ACTIVITIESInbound logisticsOperationsOutbound logisticsMarketingServiceSUPPORT ACTIVITIES
ProcurementTechnology developmentHR managementFirm InfrastructureCORE BUSINESS PROCESSES
The market sensing processThe new offering realization processThe customer acquisition processThe CRM processThe fulfillment management processCORE COMPETENCIES
3 Characteristics
It is a source of competitive advantageIt has application in a variety of marketsIt is difficult for competitors to imitateTHE CENTRAL ROLE OF STRATEGIC PLANNING
Priorities in strategic planning
Managing a companys business as investment portfolioAssessing each businesss strength- market growth rate and the cos positionEstablishing a strategy4 Organizational Levels
CorporateDivisionBusinessProductTHE MARKETING PLAN
Strategic
Tactical4 Planning activities
Defining the corporate missionEstablishing strategic business unit(SBU)Assigning resources to each SBUAssessing growth opportunitiesCORPORATE & DIVISION STRATEGIC PLANNING
BCG MATRIX1. Intensive growth(product-market expansion grid)ASSESSING GROWTH OPPERTUNITIES
INTEGRATIVE GROWTH
Vertical integration- forward, backward horizontal
Diversification- related, unrelated
Downsizing/divesting Organization/Organization Culture
Marketing InnovationBusiness unit strategic planning processBUSINESS UNIT STRATEGIC PLANNING
SWOT ANALYSIS
SWOT ANALYSISFrom most important to least important
Should be quantitative whenever possible
Should be realistic
Must be consistentGoal Formulation
SMART GOALSPorters Generic Strategies
Overall Cost leadership
Differentiation
FocusStrategic formulationStrategic Alliances
4 categories
Product or service
Promotional
Logistic
Pricing collaborationsPROGRAM FORMULATION & IMPLEMENTATION
FEEDBACK & CONTROLExecutive summary & table of contents
Marketing strategy
Financial projections
Implementations controlsPRODUCT PLANNING: The nature and contents of a marketing planTHE ROLE OF RESEARCH
THE ROLE OF RELATIONSHIPS
FROM MARKETING PLAN TO MARKETING ACTION