Professional Documents
Culture Documents
Chapter 2 - Developing Marketing Strategies and Plans
Chapter 2 - Developing Marketing Strategies and Plans
Developing Marketing
Strategies and Plans
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?
How can management issues assess
marketing performance?
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The Value Delivery Process
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3 V’s Approach to Marketing
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What is the Value Chain?
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Characteristics of
Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
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Maximizing Core Competencies
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What is Holistic Marketing?
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A Holistic Marketing Framework
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The Strategic Planning,
Implementation, Control Processes
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Corporate and Division Strategic
Planning
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to each SBU
Assess growth opportunities
What is a SBU?
a single business or collection of related businesses
has its own set of competitors
has a leader responsible for strategic planning and
profitability
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Good Mission Statements
Focus on a limited number of goals
Stress major policies and values
Define major competitive spheres (industry,
products, competencies, market segment, etc.)
Take a long-term view
Short, memorable, meaningful
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Google
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Sample Mission Statements
Delivering an outstanding client experience based on excellence in
sales, service and solutions; Achieving a superior, ethically based,
long-term return for our shareholders; Leading in our chosen
markets; Creating a challenging, rewarding and pleasant work
environment.
Provide high quality banking services to both traditional customers in
industrial, construction, trade sectors as well as to customers in
other sectors of economy by operating in step with ongoing
economic development and trends. The Bank will continue its
innovation policy by adopting new high quality banking services
shaped to fully satisfy the changing needs of all the segments of
target market, to improve the degree of confidence and
transparency in bank-client relationship, to keep leader's position in
Armenian banking system and to provide with maximum returns to
the shareholders.
We commit to offer Armenian citizens innovative and quality
telecommunication services.
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Ansoff’s Product-Market
Expansion Grid
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The Business Unit Strategic
Planning Process
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SWOT Analysis
Strengths Weaknesses
Opportunities
Threats
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Opportunity and Threat Matrices
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Goal Formulation and MBO
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Categories of Marketing Alliances
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What is Corporate Culture?
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What is a Marketing Plan?
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Levels of a Marketing Plan
Strategic Tactical
Target marketing Product features
decisions Promotion
Value proposition Merchandising
Analysis of Pricing
marketing Sales channels
opportunities
Service
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Marketing Plan Contents
9 Executive summary
9 Table of contents
9 Situation analysis
9 Marketing strategy
9 Financial projections
9 Implementation controls
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Evaluating a Marketing Plan
9 Is the plan simple?
9 Is the plan specific?
9 Is the plan realistic?
9 Is the plan complete?
Recommended supplementary source:
http://www.mplans.com
Review sample Marketing plans:
1. Riverview Hotel
2. Orti's Organic Bakery
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Measuring Marketing Performance
Marketing metrics
Marketing dashboard
Marketing Plan performance
Profitability analysis
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What are Marketing Metrics?
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Marketing Dashboard – Samples
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Marketing Plan Performance
Sales analysis
Sales variance analysis
Factors to a gap in sales performance
Micro-sales analysis
Overall market share
Served market share
Relative market share
Marketing expense-to-sales ratio components
Rate of return on net worth
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Marketing Measurement Pathway
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