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Competitive Advantage: Strategic Planning For
Competitive Advantage: Strategic Planning For
McDaniel
CHAPTER 2
Strategic Planning for
Competitive Advantage
© AP IMAGES/JENNIFER GRAYLOCK
The Nature of Strategic
Planning
Understand the
importance of strategic
marketing and know a
basic outline for a
marketing plan
Strategic Planning
Strategic Planning is…
the managerial process of creating
and maintaining a fit between the
organization’s objectives and
resources and the evolving
market opportunities.
Exhibit 2.1
Statement
Elements of a
Situation or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product Distribution
Promotion Price
Implementation
Evaluation
Control
Defining the Business Mission
Develop an
appropriate business
mission statement
Defining the Business
Mission
Answers the question,
“What business are we in?”
Describe the
components of a
situation analysis
SWOT Analysis
S Strengths
Strengths--things
well.
well.
thingsthe
thecompany
companydoes
does
Internal
W Weaknesses
Weaknesses--things
does
doesnot
notdo
thingsthe
dowell.
well.
thecompany
company
O
Opportunities
Opportunities--conditions
conditions in
inthe
the
external
externalenvironment
environment that
thatfavor
favor
strengths.
strengths.
External Threats
Threats--conditions
conditionsin inthe
the external
external
T environment
environment that
existing
existing
thatdo
strengths
strengths
©South-Western
current
currentweakness.
weakness.
donot
Collegeor
notrelate
favor
relateto
orPublishing
favorareas
to
areas of
of
Components of a SWOT
Analysis
Examining internal strengths and weaknesses.
Focus on organizational resources:
• Production costs
• Marketing skills
• Financial resources
• Company or brand image
• Employee capabilities
• Technology
Environmental Scanning
Helps identify opportunities and threats.
When examining external opportunities and threats, marketing managers
must analyze aspects of the marketing environment. This process is
called environmental scanning—the collection and interpretation of
information about forces, events, and relationships in the external
environment that may affect the future of the organization or the
implementation of the marketing plan.
Designing a marketing strategy is based on six major environmental forces:
• Social
• Demographic
© AP IMAGES/PRNEWSFOTO/PEPSICO
• Economic
• Technological
• Political/Legal
• Competitive
Setting Marketing
Plan Objectives
Measurable
Time specific
Compared to a benchmark
A marketing objective is a
statement of what is to be accomplished
through marketing activities.
Criteria for Good Marketing
Objectives
Carefully specified objectives serve several functions:
3. Motivate employees
Identify sources
of competitive
advantage
Competitive Advantage
Competitive
Competitive The set of unique features of a
Advantage
Advantage company and its products that are
perceived by the target market as
significant and superior to the
competition.
Competitive Advantage
Cost
Cost
Types
Typesof
of Product/Service
Product/Service
Competitive
Competitive Differentiation
Advantage Differentiation
Advantage
Niche
Niche
Cost Competitive
Advantage
Obtain inexpensive raw materials
Create efficient scale of plant operations
Design products for ease of manufacture
Control overhead costs
Avoid marginal customers
Sources of Cost
Reduction
Experience
Experience Curves
Curves Product
Product Design
Design
Efficient
Efficient Labor
Labor Reengineering
Reengineering
No-frills
No-frills Products
Products Production
Production Innovations
Innovations
New
New Service
Service
Government
Government Subsidies
Subsidies Delivery
Delivery Methods
Methods
Product/Service Differentiation
Competitive Advantage
A Product/Service Differentiation
Competitive Advantage is…
the provision of something that is
unique and valuable to buyers beyond
simply offering a lower price than that
of the competition.
Examples of Product/Service
Differentiators
Brand names
Strong dealer network
Product reliability
Image
Service
Niche Competitive
Advantage
Used by small companies with limited resources
Identify strategic
alternatives
LO6
Strategic Alternatives
Market Increase market share among
Penetration existing customers
Star
Star
Cash
Cash Cow
Cow
Portfolio
Portfolio
Matrix
Matrix
Question
Question Mark
Mark
Dog
Dog
Exhibit 2.3
Portfolio Matrix for a Large
Computer Manufacturer
Portfolio Matrix
Strategies
Build
Hold
Harvest
Divest
Describing
the Target Market
Discuss target
market strategies
Describing the Target
Market
Marketing Strategy involves…
the activities of selecting and describing one or more
target markets and developing and maintaining a
marketing mix that will produce mutually satisfying
exchanges with target markets.
Appeal
Appeal to
to the
the entire
entire market
market
with
with one
one marketing
marketing mix
mix
Concentrate
Concentrate on
on one
one
marketing
marketing segment
segment
Appeal
Appeal to
to multiple
multiple markets
markets
with
with multiple
multiple marketing
marketing mixes
mixes
The Marketing Mix
Describe the
elements of the
marketing mix
The Marketing Mix
The Marketing Mix is…
a unique blend of product, place (distribution),
promotion, and pricing strategies designed to
produce mutually satisfying exchanges with a
target market.
“Four Ps”
Marketing Mix:
The “Four Ps”
The starting point of
the “4 Ps” Includes: Product
Physical unit
Products can be…
Package
Tangible goods
Warranty Ideas
Service Services
Brand
Image
Value
Marketing Mix:
The “Four Ps”
Place
Explain why
implementation,
evaluation, and control
of the marketing plan
are necessary
Following Up on
the Marketing Plan
Implementation
Identify several
techniques that help
make strategic
planning effective
Techniques for Effective
Strategic Planning
Continual
Continual Management
Management
Creativity
Creativity
attention
attention commitment
commitment
Effective
Effective
Strategic
Strategic
Planning
Planning