Professional Documents
Culture Documents
Developing Marketing Strategies and Plans
Developing Marketing Strategies and Plans
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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-2
the United States edition of Marketing Management, 14e.
Phases of Value Creation and
Delivery
Assessing market opportunities and customer
value
Choosing the value
Designing value
Delivering value
Communicating value
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-4
the United States edition of Marketing Management, 14e.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-5
the United States edition of Marketing Management, 14e.
Core Business Processes
Core business processes include:
Market-sensing process
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-6
the United States edition of Marketing Management, 14e.
Characteristics of
Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-7
the United States edition of Marketing Management, 14e.
Maximizing Core Competencies
(Re)define the business concept
(Re)shaping the business scope
(Re)positioning the company’s brand identity
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-8
the United States edition of Marketing Management, 14e.
What Is Holistic Marketing?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-9
the United States edition of Marketing Management, 14e.
Questions to Address in
Holistic Marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-10
the United States edition of Marketing Management, 14e.
Table 2.1 Master Marketers
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-11
the United States edition of Marketing Management, 14e.
What Is a Marketing Plan?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-12
the United States edition of Marketing Management, 14e.
Levels of a Marketing Plan
Strategic Tactical
Target marketing Product features
decisions Promotion
Value proposition Merchandising
Analysis of Pricing
marketing Sales channels
opportunities
Service
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-13
the United States edition of Marketing Management, 14e.
Figure 2.1 The Strategic Planning,
Implementation, and
Control Processes
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-14
the United States edition of Marketing Management, 14e.
Corporate Headquarters’
Planning Activities
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to each SBU
Assess growth opportunities
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-15
the United States edition of Marketing Management, 14e.
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
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-16
the United States edition of Marketing Management, 14e.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-17
the United States edition of Marketing Management, 14e.
Table 2.2
Major Competitive Spheres
Industry
Products
Competence
Market segment
Vertical channels
Geographic
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-18
the United States edition of Marketing Management, 14e.
Product Orientation vs.
Market Orientation
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-19
the United States edition of Marketing Management, 14e.
Dimensions Define a Business
Customer Groups
Customer Needs
Technology
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-20
the United States edition of Marketing Management, 14e.
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
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-21
the United States edition of Marketing Management, 14e.
Figure 2.2 The Strategic Planning
Gap
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-22
the United States edition of Marketing Management, 14e.
What Is Corporate Culture?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-23
the United States edition of Marketing Management, 14e.
Figure 2.3 The Business Unit
Strategic Planning Process
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-24
the United States edition of Marketing Management, 14e.
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-25
the United States edition of Marketing Management, 14e.
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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-26
the United States edition of Marketing Management, 14e.
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?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-27
the United States edition of Marketing Management, 14e.
Figure 2.4
Opportunity and Threat Matrices
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-28
the United States edition of Marketing Management, 14e.
Goal Formulation and MBO
Unit’s objectives must be hierarchical
Objectives should be quantitative
Goals should be realistic
Objectives must be consistent
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-29
the United States edition of Marketing Management, 14e.
Porter’s Generic Strategies
Differentiation
Focus
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-30
the United States edition of Marketing Management, 14e.
Categories of Marketing Alliances
Product or service alliance
Promotional alliance
Logistics alliances
Pricing collaborations
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-31
the United States edition of Marketing Management, 14e.
McKinsey’s Elements of Success
Skills Strategy
Staff Structure
Style Systems
Shared values
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-32
the United States edition of Marketing Management, 14e.
Marketing Plan Contents
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-33
the United States edition of Marketing Management, 14e.
Evaluating a Marketing Plan
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-35
the United States edition of Marketing Management, 14e.
If Big Bazaar decide to enter in online
retailing of groceries, electronic
products and apparels?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 2-36
the United States edition of Marketing Management, 14e.