VALUE CREATION VALUE DELIVERY 1.

CHOOSE the value Emirates works hard to earn the

system that ensures that 2. PROVIDE the value loyalty of its passengers and to win
giving something valuable to
receive something else that's
EG.value isVALUE
the promised CHAIN over new customers by continually
served to the customer in 3. COMMUNICATE the value
more valuable to you. DESIGN
efficient and scalable way
investing in new products, services
The value chain describes the full
PRODUCTION and technology.
range of activities that firm’s and
MARKETING
DISTRIBUTION
workers do to bring a product from
SUPPORT
its conception to its end use and
beyond

CORE
BUSINESS
PROCESSES
“…refers to the actions, capabilities, and activities that a business needs to create and deliver a product or service”

MARKET SENSING NEW OFFERING CUSTOMER CUSTOMER FULFILMENT

REALISATION ACQUISITION RELATIONSHIP MANAGEMENT
MANAGEMENT
seeks to understand overing all activities in process of gaining the combination of the process of
consumer sentiment research, new clients and practices, strategies receiving goods, then
and the emotions that development and customers for and technologies processing and
drive consumer launching new quality your business - to that companies use delivering orders to
 behavior and decisions. offerings quickly and create a to manage and customers:
By understanding social within budget sustainable analyze customer
contexts, underlying customer interactions and data 1. receiving inventory
principles, values, and acquisition throughout the 2. Storage 3. order
other external market strategy that customer lifecycle to picking 4. order
factors influencing their evolves to improve retention packing 5. shipping,
behavior changes and and growth 6. delivery 7. returns
trends attracting
new potential
customers

Core Competencies (INCOMPLETE)

What is a Marketing Plan?

Marketing planning can be defined as the planned application of marketing resources to

achieve marketing objectives (McDonald, 1999). And a marketing plan
is the central instrument for directing and coordinating the marketing effort. It operates the
specific business marketing strategy which includes the strategic and tactical level.

The Strategic Planning, Implementation, and Control Processes

Making plans is the procedure of maintaining and developing a strategic fit between the
organization's goals and capabilities.It concludes the corporate planning, division planning,
business planning and product planning. For the Implementing, it is the process of turning
strategies and plans into actions to achieve strategic objectives and goals. And the
controlling parts is the process the measuring and diagnosing the results and taking
corrective action to the strategies.
Levels of a Marketing Plan (Strategic or Tactical)

Strategy marketing planning

Doing the right things. It focus on what an organization should become.

Strategic marketing outlines what you are trying to achieve, while tactical marketing covers
how you will try to achieve it. Strategic planning lays out a long-term, broad goals, it is
defining a bigger picture than the tactical marketing, it answering the big questions about
what you want to accomplish. It focuses on what an organization should become and
leverages strengths opportunities while minimizing the effects of weaknesses and threats.
Strategy marketing plans are more difficult to implement, requiring a substantial
commitment of resources.

Tactical marketing planning

Doing things right. It focus on how to do something.
Tactical planning outlines the short-term steps and concrete day-to-day actions that get to
goals , they are often simply a way to get something done and usually easier to implement,
requiring fewer resources. Tactical plans are usually more flexible and can be changed easily
to meet different conditions.

Strategic marketing and tactical marketing are interdependent and employed in

combination. goals described in the strategic planning, with a strategy in place, the actions
or tactics needed to reach your goal can be set into motion.

Product Orientation vs. Market Orientation

Product orientation is a marketing approach when a business focuses on the production

process and seeks to make goods which are viewed as superior, it
focuses on a product hence maximum effort is put on quality and optimum performance of a
product; It is based on the assumption that consumers prefer products with high quality,
and several sophisticated features. In this orientation. research and development play an
important role because it puts a lot of emphasis on the production of sophisticated superior
products;

Market orientation is a business culture that focuses on the satisfaction of the customer, it is
outward looking and based on the perceived benefits provided. It focus on making products
they can sell but not selling products they can make. It focus on identifying new
opportunities and applying new technology to satisfy customer’s needs.

What is Holistic Marketing

Holistic marketing refers to a marketing strategy that considers the whole of a business and
all the different marketing channels as a system. It make a integration of the value
exploration, value creation, and value delivery activities. It could can increase
communication efficiency between different parts of a business and establish a long-term,
mutually satisfying relationships and co-prosperity among key stakeholders.
 PART 3: Marketing performance

Marketing Performance Management Process

Marketing performance management process can be defined as process that allows companies to
evaluate the performance of their marketing campaigns.

In order to be able to evaluate our performance and change the direction in case we are not reaching
our goals, we need to go through there 3 phases:

1. Planning – setting goals, measurement methodologies and getting everything documented

(since we want to evaluate our performance we need to set exact goals we want to achieve,
identify the methodologies we will use to measure how successful we´ve been and keep
track of everything to be able to see which areas we can improve)
2. Execution – putting the plan into action while checking in on progress
(after planning everything thoroughly we can move to execution which is basically putting
plan into action, we should also realize that it´s important to check on progress regularly in
order to avoid bigger issues later on)
3. Review – periodic performance reviews
(we should review our performance periodically and if we are not getting to our goal as
quickly as we planned in the first step, we should try to change our approach or even the
goals)

Marketing Action Plan

Very important part of planning is to create Marketing Action Plan. By definition action plan is a
detailed plan describing actions needed to reach our goals. It basically provides the sequence of
actions which must be done for a strategy to succeed.

In this plan we specify:

1. What to DO – we have to figure out what will work the best at helping us reach our goals.
We should identify exactly the actions that we are planning to do.
2. Who – we have to identify who will be responsible for which action so there is no confusion
while executing these actions
 3. What resources are needed – we need to consider if this plans fits into our business financial
plans, we should calculate expenses, ROI expectations and create budgets. Thanks to
financial analysis we will be able to tell if we need some additional resources or not
4. When – we have to specify the time period for each action in order to be able to create
deadlines and have all the actions done on time. Many times in big companies one action can
be done only after another one, which is why adherence of timetable is important.
5. Priority level – we should always make sure to divide the actions by priority from high to low
one.
Problems that can lead to poor performance:
1. poor data analysis and planning,
2. poor communication of objectives,
3. poor tracking of performance,
4. insufficient resource allocation,
5. insufficient training
6. changes in customer needs

Performance relationships
Sales/share increases
New service performance
Customer satisfaction all of these have big influence on profitability
Efficiency

Performance Dimensions

Sales growth / Share growth – in order to increase our market share we have to increase our efforts
we put in sales and we need to use additional strategies to help us as well. We can whether:

1. increase sales to existing customers – if we want our customers to buy our products we first
need to understand our customers´ needs by knowing the latest trends and demand, we
should also maintain our contact with existing customers by staying in contact with them,
last but not least we can increase sales using loyalty programs
2. start selling our product to new customers – the best way to get new customers is to start
advertising somewhere new, we can also offer free samples, network, create partnerships or
start selling online
3. enter new markets – first we should research the market we want to enter as well as keep an
eye on competitors

New product development – if we want to increase our profitability it is important to satisfy growing
customers´ needs. In order to do that we need to focus on innovation of our products and services.
We should focus on trial rate, retention rate, time to market and revenue from new services
 Marketing actions

1. creating action plan

2. create social media strategy