developing strategies and plans.ppt

7/25/2019 Developing strategies and plans.ppt

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Developing MarketingStrategies and Plans

MARKETING MANAGEMENT


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Chapter Questions

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How does marketing afetustomer !a"ue#

How is strategi p"anning arriedout at diferent "e!e"s o$ theorgani%ation#

&hat does a marketing p"anin"ude#


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Marketing and Customer!a"ue

'

Marketing involves satisfyingconsumers needs and wants. The taskof any business is to deliver customervalue at a prot.


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(igure 2)* The +a"ue ,e"i!er- .roess

/


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The +a"ue ,e"i!er- .roess

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The traditional view of marketing isthat the rm makes something andthen sells it.&i"" not work in eonomies where peop"e $ae

a1undant hoies


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The +a"ue ,e"i!er- .roess

New belief: marketing begins withplanning process.Value creation and delivery consists of

three parts:

Choosing the !a"ue 3segment the market4de5ne target market4 de!e"op

6ofering78)28 .ro!iding the !a"ue 3produt $eatures4

pries4 and distri1ution hanne"s8)'8 Communiating the !a"ue 3sa"es $ore4ad!ertising4 and promotiona" too"s8)


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The +a"ue Chain

Michael Porters alue !hain identies ninestrategically relevant activities that createvalue and costs "ve primary and four supportactivities#.

9


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The +a"ue Chain

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Primary activities;*8 In1ound "ogistis 3materia"

prourement8)

28


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The +a"ue Chain

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Support activities:*8 .rourement)

28 Tehno"og- de!e"opment)

'8 Human resoure management)/8 (irm in$rastruture)


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Core 1usiness proesses;

*?

The market sensing proess 3marketing

inte""igene8) 28 The new ofering rea"i%ation proess

3researh and de!e"opment8) '8 The ustomer a@uisition proess 3de5ning

target markets and onsumers8) /8 The ustomer re"ationship management

proess 3deeper understanding o$ onsumers8)

The $u"5""ment managementproess3 reei!ing4 shipping and o""etingpa-ments8


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+a"ue de"i!er- network3 =upp"-

hain8

**

$trong companies develop superior capabilitiesin these core business processes. $trongcompanies also reengineer the work%ows andbuild cross&functional teams responsible foreach process. Many companies have partneredwith suppliers and distributors to create asuperior value&delivered network.

To be successful today' a rm must look for

competitive advantages beyond its ownoperations(to its suppliers and distributors tocreate a superior value&delivery network"supply chain#.


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C


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The Centra" ro"e o$ =trategip"anning

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=uess$u" marketing thus re@uiresompanies to ha!e apa1i"ities suh asunderstanding ustomer !a"ue4 reatingustomer !a"ue4 de"i!ering ustomer

!a"ue4 apturing ustomer !a"ue4 andsustaining ustomer !a"ue)


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The Centra" ro"e o$ =trategip"anning

*/

To ensure that these"et and eeute theright ati!ities4 marketers must gi!e priorit-to strategi p"anning in three ke- areas

*8 Managing a ompan-Fs 1usinesses as anin!estment port$o"io)

28 Assessing eah 1usinessFs strength 1-the marketFs growth rate and theompan-Fs position and 5t in that market)

'8 Esta1"ish strateg-)


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The Centra" ro"e o$ =trategip"anning onFt

*0

Most "arge ompanies onsist o$ $ourorgani%ationa" "e!e"s;

*8 Corporate "e!e")

28 ,i!ision "e!e")

'8 usiness unit "e!e")

/8 .rodut "e!e")


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The Centra" ro"e o$ =trategip"anning onFt

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The marketing plan is the entra"instrument $or direting and oordinating the

marketing efort)

The marketing plan operates on twolevels: strategic and tactical.

*8 The strategic marketing plan "a-s outtarget markets and the !a"ue proposition)

28 The tactical marketing plan spei5esthe produt4 promotion4 merhandising4priing4 sa"es hanne"s4 and ser!ie


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C


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,e5ning the CorporateMission

*:

A8 Ke- @uestions to ask;

*8 &hat is our 1usiness#

28 &ho is the ustomer#'8 &hat is o$ !a"ue to the ustomer#

/8 &hat wi"" our 1usiness 1e#

08 &hat shou"d our 1usiness 1e#


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Good Mission =tatements

2D*>

(ous on "imited num1er o$ goa"s=tress maor po"iies and !a"ues

,e5ne maor ompetiti!e spheres


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Good Mission =tatements

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Mission statements are best whenguided by a )vision* that providesdirection for the company.(ous on "imited num1er o$ goa"s

=tress maor po"iies and !a"ues,e5ne maor ompetiti!e spheres

The- take a "ongDterm !iew

A good mission statement is as short4

memora1"e4 and meaning$u" as possi1"e


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Motoro"a

2D2*

The purpose of Motorola is to honorablyserve the needs of the community by providing

products and services of superior quality at a

fair price to our customers; to do this so as to

earn an adequate profit which is required for

the total enterprise to grow; and by doing so,

provide the opportunity for our employees andshareholders to achieve their personal

objectives.


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ea-

2D22

e help people trade anything on earth.

e will continue to enhance the onlinetrading e!periences of all " collectors,

dealers, small businesses, unique item

see#ers, bargain hunters, opportunitysellers, and browsers.


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Maor Competiti!e =pheres

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Industry: =ome ompanies wi"" operate inon"- one industr-J some on"- in a set o$ re"ated

industriesJ someon"- in industria" goods4 onsumer goods4 or

ser!iesJ and some in an- industr- Products and applications: (irms

de5ne the range o$ produts and app"iationsthe- wi"" supp"-)

Competence: The 5rm identi5es therange o$ tehno"ogia" and other oreompetenies itwi"" master and "e!erage


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Maor Competiti!e =pheres

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Market segment: The t-pe o$ market orustomers a ompan- wi"" ser!e is the marketsegment)

Vertical: The !ertia" sphere is the num1er o$hanne" "e!e"s4 $rom raw materia" to 5na" produt

and distri1ution4 in whih a ompan- wi""partiipate)

Geographical: The range o$ regions4ountries4 or ountr- groups in whih a ompan-

wi"" operatede5nes its geographia" sphere)


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Charateristis o$ =s

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It is a sing"e 1usiness or o""etion o$re"ated 1usinesses

It has its own set o$ ompetitors

It has a "eader responsi1"e $or;=trategi p"anning

.ro5ta1i"it-

Eien-


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Assessing Growth


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The =trategi ."anning Gap

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The usiness nit =trategi."anning .roess

2:


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Goa" (ormu"ation and M

Re@uirements $or using M

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