Chapter 2 Developing Marketing Strategies and Plans_Grp1
1. Developing Marketing
Strategies and Plans
Chapter 2
Group 1
Pushpa Belbase
Windell De Vera
Anne Maureen Nilo
Jeanna Santos-Suarez
yourwebsite.com
www.
2. How are Marketing Strategies and
Plans Developed?
A. Marketing & Customer Value
B. How to Capture Customer Value?
C. Marketing & Strategic Planning
yourwebsite.com
www.
3. A. Marketing is about satisfying
consumers’ needs and wants.
The task of any
business is to deliver
at a profit
yourwebsite.com
www.
5. Holistic Marketing Orientation
succeeds by managing a superior
value chain
This value chain
delivers a high level of
product quality,
service and speed
Product Service Speed
Quality yourwebsite.com
www.
6. Holistic Marketing Orientation is
designed to address 3 Key
Management Questions
Value Delivery
Value Creation
Value Exploration
yourwebsite.com
www.
7. C. Successful marketing requires
companies to prioritize Strategic
Planning
Strategic
Planning
yourwebsite.com
www.
8. Strategic Planning : 1st
Corporate & Division Planning
1. Defining Corporate
Mission
2. Establishing SBUs
3. Assigning resources to
a) Industry SBUs
b) Products and 4. Assessing growth
applications opportunities
c) Competence
d) Market Segment
e) Vertical
Corporate &
f) Geographical Division Planning
SBU I ntensive
I ntegrative
D iversification
www.yourwebsite.com
9. Strategic Planning : 2nd
Business Planning
Business Planning
GOAL STRATEGIC PROGRAM FEEDBACK &
FORMATION FORMATION FORMATION & CONTROL
IMPLEMENTATION
Corporate & Division
www. yourwebsite.com
17. Outline:
1. What?
2. Why?
3. How:
a. Holistic marketing
b. Marketing plan
1. Strategic
2. Tactical
c. Marketing plan contents
4. Summary
yourwebsite.com
www.
18. 1. Marketing is satisfying
customers’ needs, wants and
demands.
yourwebsite.com
www.
19. 2. The task of any business is
to deliver customer value at a
profit.
yourwebsite.com
www.
20. 3a. Holistic marketing sees itself as
integrating the value exploration,
value creation, and value delivery
activities with the purpose of building
long-term, mutually satisfying
relationships and co-prosperity among
key stakeholders.
yourwebsite.com
www.
21. 3b. A marketing plan is the central
instrument for directing and
coordinating the marketing effort.
yourwebsite.com
www.
22. 3b1. Strategic marketing plan lays out
the target markets and the value
proposition that will be offered, based
on analysis the best opportunities.
Target marketing decisions Value proposition Analysis of marketing opportunities
Strategic:
www. yourwebsite.com
23. 3b2. Tactical marketing plan specifies
the marketing tactics.
Product features Promotion Merchandising Pricing Sales channels Services
Tactical:
www.yourwebsite.com
25. Summary:
1. Marketing is satisfying customers’ needs, wants
and demands.
2. A marketing plan is the central instrument for
directing and coordinating the marketing effort.
yourwebsite.com
www.
48. Developing Market Strategies and
Plans
Creating Customer Value
Strategic Planning
Marketing Plan
yourwebsite.com
www.
49. Creating Customer Value
Customers want goods that provide good value at
competitive prices at their desired location – a business
aims to deliver all three.
Value Product
Price
yourwebsite.com
www.
50. Marketing Plan
Sales Channel
Product features
yourwebsite.com
www.
52. Model Summary
SWOT
Customer Group Delivery Marketing Strategy Logistics Products
Customer Need Technology Plan
Cost Business Process
Opportunity
SWOT Analysis
www. yourwebsite.com
53. By Jeanna Marie Santos-
Suarez
Individual Work
yourwebsite.com
www.
55. How are Marketing Strategies and
Plans Developed?
A. Marketing & Customer Value
B. How to Capture Customer Value?
C. Marketing & Strategic Planning
yourwebsite.com
www.
56. A. Marketing is about satisfying
consumers’ needs and wants.
The task of any
business is to deliver
at a profit
yourwebsite.com
www.
58. Holistic Marketing Orientation
succeeds by managing a superior
value chain
This value chain
delivers a high level of
product quality,
service and speed
Product Service Speed
Quality yourwebsite.com
www.
59. Holistic Marketing Orientation is
designed to address 3 Key
Management Questions
Value Delivery
Value Creation
Value Exploration
yourwebsite.com
www.
60. C. Successful marketing requires
companies to prioritize Strategic
Planning
Strategic
Planning
yourwebsite.com
www.
61. Strategic Planning : 1st
Corporate & Division Planning
1. Defining Corporate
Mission
2. Establishing SBUs
3. Assigning resources to
a) Industry SBUs
b) Products and 4. Assessing growth
applications opportunities
c) Competence
d) Market Segment
e) Vertical
Corporate &
f) Geographical Division Planning
SBU I ntensive
I ntegrative
D iversification
www.yourwebsite.com
62. Strategic Planning : 2nd
Business Planning
Business Planning
GOAL STRATEGIC PROGRAM FEEDBACK &
FORMATION FORMATION FORMATION & CONTROL
IMPLEMENTATION
Corporate & Division
www. yourwebsite.com
Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
DEFINE the CORPORATE MISSION Four Planning Activities Good Mission Statements 1) focus on a limited number of goals 2) stresses the company’s major policies and values 3) defines the major competitive spheres within which the company will operateEstablishing SBUs 3 Characteristicssingle business, can be planned separatelyHas own set of competitorsHas a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitAssigning resources to SBUsAssessing growth opportunities
Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
DEFINE the CORPORATE MISSION Four Planning Activities Good Mission Statements 1) focus on a limited number of goals 2) stresses the company’s major policies and values 3) defines the major competitive spheres within which the company will operateEstablishing SBUs 3 Characteristicssingle business, can be planned separatelyHas own set of competitorsHas a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitAssigning resources to SBUsAssessing growth opportunities
Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
