#2 Marketing Planning.ppt developing marketing strategy and plans

marketing pdf developing marketing strategy and plans

1. Developing Marketing
Strategies and Plans

2. Chapter Questions
How does marketing affect customer value?
How is strategic planning carried out at
different levels of the organization?
What does a marketing plan include?

3. Phases of Value Creation and
Delivery
Assessing market opportunities and customer
value
Choosing the value
Designing value
Delivering value
Communicating value
Growing and sustaining value

4. What is the Value Chain?
The value chainas a tool for identifying was
to create more customer value because
every firm is a synthesis of primary and
support activitiesperformed to design,
produce, market, deliver, and support its
product.

6. S

7. The Strategic Planning, Implementation,
and
Control Processes

8. What Is a Marketing Plan?
A marketing planis the
central instrument for
directing and coordinating
the marketing effort.
It operates at a strategic and tactical level.

9. Levels of a Marketing Plan
Strategic
Target marketing
decisions
Value proposition
Analysis of
marketing
opportunities
Tactical
Product features
Promotion
Pricing
Sales channels
Service

10. Corporate Headquarters’
Planning Activities
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to each SBU
Assess growth opportunities

11. Peter Drucker’s Classic Questions
What is our business?
Who is the customer?
What is of value to the customer?
What will our business be?
What should our business be?


12. Good Mission Statements
Focus on a limited number of goals
Stress major policies and values
Define major competitive spheres
Take a long-term view
Short, memorable, meaningful
Ex. Caring With Compassion of Narayan
Hrudayalaya, Banglore

13. Dimensions Define a Business
Customer Groups
Customer Needs
Technology

14. Characteristics of SBUs
It is a single business or collection of related
businesses
It has its own set of competitors
It has a leader responsible for strategic
planning and profitability

15. Assigning Resources to Each
SBUs

16. BCG MATRIX
Boston Consulting Group (BCG) , a leading
management consulting firm, developed the
growth share.
The matrix was developed on the basis of two
factors
Market Growth Rate
Relative Market Share
The growth share matrix is divided into four
cells each representing a different type of
business.

17. STARS
QUESTION
MARKS
CASH COW DOGS
BCG
MATRIX
RELATIVE MARKET SHARE
MARKET GROWTH RATE

18. Strategies for SBUs
SBU
QUESTION MARKS
STARS
CASH COW
DOGS
STRATEGY
BUILD
HOLD
HARVEST
DIVEST

19. Assessing Growth Opportunities
Includes planning new businesses,
downsizing, and terminating the older
businesses.

20. What Is Corporate Culture?
Corporate culture is the
shared experiences, stories, beliefs,
and norms that
characterize an organization.

21. The Business Unit Strategic
Planning Process

22. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

23. Market Opportunity Analysis
(MOA)
Can the benefits involved in the opportunity
be articulated convincingly to a defined
target market?
Can the target market be located and
reached with cost-effective media and trade
channels?
Does the company possess or have access
to the critical capabilities and resources
needed to deliver the customer benefits?

24. Market Opportunity Analysis
(MOA)
Can the company deliver the benefits better
than any actual or potential competitors?
Will the financial rate of return meet or exceed
the company’s required threshold for
investment?

25. Goal Formulation and MBO
Unit’s objectives must be hierarchical
Objectives should be quantitative
Goals should be realistic
Objectives must be consistent

26. Porter’s Generic Strategies
Overall cost leadership
Differentiation
Focus

27. Categories of Marketing Alliances
Product or service alliance
Promotional alliance
Logistics alliances
Pricing collaborations

28. McKinsey’s Elements of Success
Strategy
Structure
SystemsStyle
Shared values
Staff
Skills