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Developing Marketing Strategies and Plans: Ap Te r2
Developing Marketing Strategies and Plans: Ap Te r2
Developing Marketing Strategies and Plans: Ap Te r2
t e
ap
Ch
Developing
Marketing Strategies
and Plans
Discussion Questions
Slide 2 of 38
The Value Delivery Approach
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The Value Chain
Margin
Procurement
Support Human Resource management
Activities
Technological Development
Infrastructure
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Core Competencies
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Holistic Marketing
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Strategic Planning
Businesses as
investment portfolio
Assessing each
business’s strength
Establish a strategy
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Marketing Plan
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Levels of a Marketing Plan
• Strategic • Tactical
– Analysis of marketing – Product features
opportunities – Promotion
– Target marketing – Merchandising
decisions – Pricing
– Value proposition
– Sales channels
– Service
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Corporate Strategic Planning
2 Establish SBU’s
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Defining the Corporate Mission
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?
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Mission Statements
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Vague Mission Statement
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GOOGLE’S Mission Statement
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Vague Philosophy
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GOOGLE’s Philosophy
Never settle for the best.
1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There is always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10.Great just isn’t good enough.
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Strategic Business Units (SBU)
Three Characteristics of an SBU:
Unique competitors
A single business or
collection of related
businesses Leader responsible
for planning and
profitability
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Defining Strategic Business Units
Customer groups
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Assigning Resources
GE/McKinsey Matrix
HIGH
Business Position
Industry Attractiveness
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Assessing Growth Opportunities
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2.2
re
iF gu
The Strategic-Planning Gap
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Intensive Growth
New
Market
Diversification
Development
Markets
Current
Market Product
Penetration Development
Current New
Products
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Integrative Growth
Business Wholesaler
Competitor
Slide 24 of 38
Diversification Growth
it y
un
r t
po
Op
ew
N
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Corporate Culture
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Marketing Innovation
Scenario Analysis
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2.3
re
iF gu
Business Unit Strategic Planning
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2.4
re
iF gu
Opportunity and Threat Matrices
Slide 29 of 38
SWOT Analysis
Internal
SW
Strength Weakness
O T
External
Opportunity Threat
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Goal Formulation
Ranked
Consistent Quantified
Realistic
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Strategy Formulation
Porter’s Generic Strategies
Strategic Alliances
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Program Formulation and Implementation
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Feedback and Control
Strong leadership
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Product Planning
Marketing Plans
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