pride marketing14e basic_siddanna m balapgol
TRANSCRIPT
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Chapter 2Planning, Implementing,
and ControllingMarketing Strategies
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2 | 3Copyright © Houghton Mifflin Company. All rights reserved.
Objectives
• Describe strategic planning process• Explain how organizational resources &
opportunities affect planning process• Understand role of mission statement in
strategic planning• Examine corporate, business-unit, and
marketing strategies• Understand process of creating marketing plan• Describe marketing implementation process and
major approaches to marketing implementation
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2 | 4Copyright © Houghton Mifflin Company. All rights reserved.
Strategic Planning
The process of establishing an organizational mission and formulating goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.
Strategic Marketing Plan FAQs
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Components OfStrategic Planning
Source: From Marketing Strategy, 2nd Edition. Reprinted with permission of South-Western, a division of Thomson Learning: www .thomsonrights.com. Fax 800- 730-2215.
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2 | 6Copyright © Houghton Mifflin Company. All rights reserved.
Marketing Strategy
A plan of action for identifying and analyzing a target market and developing a marketing mix to meet the needs of that market.
Apple’s iPod
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Effective Marketing Strategy
Reflects overall direction of organization
Coordinated with firm’s functional areas
Contributes to achievement of:
• Marketing objectives
• Organizational goals
Apple’s Unusual Marketing Strategy
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Marketing Plan
A written document that specifies the activities to be performed to implement and control the organization’s marketing activities.
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Assessing Organizational Resources and Opportunities
• Assessing financial and human resources
– Capabilities vs. changes
– Marketing and financial affect
• Goodwill, reputation and brand as resources
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2 | 10Copyright © Houghton Mifflin Company. All rights reserved.
Core Competencies
Things a firm does extremely well, which sometimes give it an advantage over its competition.
Core competencies
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Market Opportunity
A combination of circumstances and timing that permits an organization to take action to reach a particular target market.
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Strategic Window
Temporary periods of optimal fit between the key requirements of a market and the particular capabilities of a firm competing in the market.
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Competitive Advantage
The result of a company’s matching a core competency to opportunities it has discovered in the marketplace.
Dell vs. Apple
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
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Customer Satisfaction
Strengths Advantages
Weaknesses Disadvantages
OpportunitiesOpportunities
ThreatsThreats
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Four-Cell SWOT Matrix
Source: Adapted from Nigel F. Piercy, Market-Led Strategic Change.Copyright © 1992 Butterworth-Heinemann Ltd., p. 371. Reprinted with permission.
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Establishing an Organizational Mission and Goals
• Mission Statement– A long-term view, or vision, of what the
organization wants to become.
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MissionStatement Answers:
Who are our customers?
What is our core competency?
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Corporate Identity
Unique Symbols
Personalities
Philosophies
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Marketing Objective
A statement of what is to be accomplished through marketing activities.
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Marketing Objectives Terms
Product
• Introduction
• Improvement
• Innovation
Sales Volume
Profitability
Market Share
Pricing
Distribution
Advertising
Employee Training
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MarketingObjective Characteristics
Clear, simple terms
Measurable
Specify time frame
Consistent with unit and corporate strategy
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Developing Corporate, Business-Unit, and Marketing Strategies
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Corporate Strategy
A strategy that determines the means for utilizing resources in the various functional areas to reach the organization’s goals.
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Microsoft Announces Shift In Corporate Strategy
• “Trustworthy Computing”
• Emphasize security and privacy over new capabilities
• Highest priority is to ensure that computer users continue to venture across an increasingly Internet-connected world
• “Microsoft announces corporate strategy toward security and privacy”
Information Security News, “Microsoft announces corporate strategy toward security and privacy”, Jan. 2002, http://seclists.org/lists/isn/2002/Jan/0092.html
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Business-Unit Strategy
• Strategic Business Unit (SBU)
– A division, product line, or other profit center within the parent company.
Example of SBU organization
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Market
A group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products.
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Market Share
The percentage of a market that actually buys a specific product from a particular company.
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Growth Share Matrix
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Marketing Strategy
• Components of marketing strategy
– Selecting target markets
– Creation of marketing mix.
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SustainableCompetitive Advantage
An advantage that the competition cannot copy.
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Marketing Planning
The process of assessing marketing opportunities and resources, determining marketing objectives, defining marketing strategies, and establishing guidelines for implementation and control of the marketing program.
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Marketing Implementation
The process of putting marketing strategies into action.
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Intended Strategy
The strategy the organization decided on during the planning phase
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Realized Strategy
The strategy that actually takes place
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Components OfThe Marketing Plan
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Approaches ToMarketing Implementation
• Customers
– External
– Internal
• Internal Marketing
• Total Quality Management
– Benchmarking
– Empowerment
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External Customers
Individuals who patronize a business.
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Internal Marketing
A management philosophy that coordinates internal exchanges between the organization and its employees to achieve successful external exchanges between the organization and its customers.
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Total Quality Management
A philosophy that uniform commitment to quality in all areas of the organization will promote a culture that meets customers’ perceptions of quality.
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Benchmarking
Comparing the quality of the firm’s goods, services, or processes with that of its best-performing competitors.
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Empowerment
Giving customer-contact employees authority and responsibility to make marketing decisions without seeking approval of their supervisors.
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OrganizingMarketing Activities
• Organization– Centralized
– Decentralized
• Structure– Function
– Product
– Region
– Type of customer
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Controlling Marketing Activities
• Marketing Control Process– Establishing performance standards,
evaluating actual performance by comparing it with established standards, and reducing the difference between desired and actual performance.
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The MarketingControl Process