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Phillip Kevin Lane: Kotler - Keller
Phillip Kevin Lane: Kotler - Keller
Kotler • Keller
Marketing Management • 14e
r 2
te
a p
Ch
Developing Marketing
Strategies and Plans
Discussion Questions
Communicate
Provide Choose
Margin
Procurement
Support Human Resource management
Activities
Technological Development
Infrastructure
New-offering
realization
Market-sensing
Difficult to imitate
Useful in a wide
variety of markets
Contributes to
perceived customer
benefits
Value
Value Creation
Exploration
Value
Delivery
Businesses as
investment portfolio
Assessing each
business’s strength
Establish a strategy
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 38
. 1
e 2
u r
Fig Strategic Planning, Implementation,
and Control Processes
• Strategic • Tactical
– Analysis of marketing – Product features
opportunities – Promotion
– Target marketing – Merchandising
decisions – Pricing
– Value proposition – Sales channels
– Service
Who is the
customer? What is of
value to the
What is our customer?
business?
What should
our business What will our
be? business be?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 38
Mission Statements
Unique competitors
A single business or
collection of related
businesses Leader responsible
for planning and
profitability
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 38
Defining Strategic Business Units
Customer groups
New
Market
Diversification
Development
Markets
Current
Market Product
Penetration Development
Current New
Products
Competitor
it y
un
r t
p o
Op
ew
N
Scenario Analysis
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 38
.3
e 2
ur
Fig
Business Unit Strategic Planning
Internal
SW
Strength Weakness
O T
External
Opportunity Threat
Ranked
Consistent Quantified
Realistic
Strategic Alliances
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 35 of 38
Program Formulation and Implementation
Strong leadership
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 37 of 38
Product Planning
Marketing Plans
Executive Summary and table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls