Contents

• Organizing and planning a marketing strategy

• Marketing strategy and differentiation
• Marketing planning
• Marketing implementation and control
 Marketing Strategy

What is marketing strategy?

 Marketing Strategy

Need for a marketing strategy

•Identify who your customers are
•Identify what your customers want
•Identify how to deliver to your customers

What are the brands that deliver on that promise?

 Marketing Strategy
Steps to implementing a marketing
strategy:
1.Identify goals and plan of action
2.Implement plan of action
3.Evaluate plan of action
Organizational Context
 Organizational Context
Typical strategic business units (SBUs):
•Marketing / Sales
•Operations / Manufacturing
•Human resources
•Finance
What is the difference between sales and marketing?
Role of marketing department in business organization:
•Increase customer engagements
•Understanding customers
•Ensure consistent mission
 Mission Statement
A mission statement aligns the company to their goal
Key aspects:
•What is our business?
•Who is our customer?
•What is the value to the customer?
•What will our business be?
•What should our business be?
Characteristics:
•Focused on limited number of goals
•Stress the company’s major policies ad values
•Defines the major competitive spheres within which the company operates
 Mission Statement
Examples
Vision of Malaysia Aviation Group
Becoming Asia’s Leading Travel and Aviation Services Group
focused on delivering highly customized, end-to-end travel
solutions by 2023
 Mission Statement
Examples

Vision of the Air Asia Group

• To become the leading travel and lifestyle platform of choice in ASEAN and beyond – The
AirAsia super app

Mission (selected) of Air Asia Group

• To provide the highest quality and great value services in travel, financial and lifestyle
products
• To continuously seek new growth opportunities which embrace technology to reduce cost,
and enhance the guest experience
 Mission Statement
What are these companies?
 Mission Statement
What are these companies?

Shell’s statement of purpose: to power progress together with more and cleaner energy
solutions. We believe that rising standards of living for a growing global population are likely
to continue to drive demand for energy, including oil and gas for years to come. At the same
time, the need to tackle climate change means there is a global transition under way to a
low-carbon energy system.

Petronas’ statement of purpose: A progressive energy and solutions partner enriching lives
for a sustainable future.
 Competitive Advantage
What is competitive advantage?
Ability to offer value to the customer that competitors cannot

Questions to consider in understanding competitive advantage:

1.How will we be different from our competitors?
2.How will the difference help us offer more value to our customers?

Unique Selling Proposition (USP)

•Factor that differentiates your products / services from competitors
•Market/customer dependent
 Competitive Advantage

What are the USPs for the following company:

• M&Ms:
• The milk chocolate melts in your mouth, not in your hand
• DeBeers:
• A diamond is forever
• The North Face:
• Products that last a lifetime
Competitive Advantage
 Competitive Advantage

Volvo

Toyota
Subaru
 Competitive Advantage

• Off-road • Safety • Dependable

Volvo

Toyota
Subaru

performance conscious • Affordable

• Safety • Dependable
conscious
 Marketing Planning

Corporate
Level
Strategy

Product
Level
Strategy
 Situational Analysis
Need for situational analysis
•Understanding of what is possible
•Understanding of constraints

Typical framework used

•SWOT analysis
•PESTEL analysis
•Porter’s Five Forces
 Marketing Plan
Situational
analysis

Marketing
objectives

Marketing Plan
Marketing Mix
 Marketing Mix

Product
• What are we offering customers?
• How will it be packaged?
• How much will we offer?

Place
• Where to make our products available for sale?
• How will we deliver the product to customers?
• Should we more than one channel?

Price
• How much should we charge?
• How will customer pay?
• Should we offer discounts of combination prices?

Promotion
• How will we communicate value to the customers?
• What will the message be to customers?
• When and where will we communicate with the customers?
 Marketing Implementation

Implementation includes:
• Detailed action assignments
• Descriptions of the specific activities required in the plan
• Timelines for completing the activities
• Budgets for the specific activities
• Reporting and completion goals
 Evaluation and Control
Since often there are difficulties during the implementation of a
marketing plan, good marketing managers will try to put in place
several safeguards that will help the company deal with
implementation issues. There are three primary safeguards:
1. First, action items in the plan are assigned to a specific person or team within
the organization.
2. A second safeguard is to set expectations in terms of time, budget, and
performance level where appropriate for each activity.
3. A third safeguard is developing and enforcing communication and reporting
protocols during the implementation of a plan.
 Evaluation and Control
A marketing dashboard:
• Is a snapshot of key marketing
performance measures in a single
display used to monitor strategic
marketing performance
• Provides current diagnostic information
about the current performance in
several key marketing performance
dimensions.
Sample Marketing Plan

Pow Pro Inc

 Sample Marketing Plan

• Questions to answer
• What is the company’s mission?
• What is the company’s product and target market?
• What is the company’s marketing mix?
• Comments on the risks in the company’s marketing plan