ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

1. © Kotler, Keller, Marketing Management 2-1
Developing
Marketing Strategies
and Plans
Chapter
2

2. © Kotler, Keller, Marketing Management 2-2
Marketing and Customer Value
3 key questions:
1. Value exploration – new opportunities?
2. Value creation –new offerings?
3. Value delivery – deliver more efficiently?

3. © Kotler, Keller, Marketing Management 2-3
INTERNAL ENVIRONMENT (STRENGTHS/WEAKNESSES) ANALYSIS

4. © Kotler, Keller, Marketing Management 2-4
Define the Corporate Mission
 What is our business?
 Who is the customer?
 What is of value to the customer?
 What will our business be?
 What should our business be?
Mission statements are the vision
direction for company for next 10 to
20 years

5. © Kotler, Keller, Marketing Management 2-5
Table 2.1 Sample Mission Statement

6. © Kotler, Keller, Marketing Management 2-6
Assess growth opportunities
the strategic planning gap

7. © Kotler, Keller, Marketing Management 2-7
INTENSIVE GROWTH
1st course of action - to review
opportunities for improving
existing businesses

8. © Kotler, Keller, Marketing Management 2-8
INTENSIVE GROWTH
 The company first considers…
– more market share with current products &
markets (market-penetration strategy)?
– find new markets for current products
(market-development strategy)?
– develop new products to current markets
(product-development strategy)?
– develop new products for new markets
(diversification strategy)?

9. © Kotler, Keller, Marketing Management 2-9
diversification strategy
Frappuccino® bottled drinks, Starbucks brand ice cream & purchase
of tea retailer Tazo® Tea into grocery store aisles
market-development strategy
same as above throughout North America & worldwide
market-penetration strategy
cafés serving gourmet coffee directly to customers in Seattle
product development strategy
Increase customers’ purchases with new in-store merchandise (CDs)
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3
1
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4
2

10. © Kotler, Keller, Marketing Management 2-10
INTEGRATIVE GROWTH
INTEGRATIVE GROWTH: backward, forward
or horizontal integration within its industry
 acquire suppliers -backward integration
 acquire retailer-forward integration
 acquire competitors-horizontal integration
 If unsuccessful, diversification

11. © Kotler, Keller, Marketing Management 2-11
DIVERSIFICATION GROWTH
 When good opportunities are
found outside present
businesses
 Good opportunity is when
industry is attractive &
company has strengths to be
successful

12. © Kotler, Keller, Marketing Management 2-12
Business Unit Strategic
Planning
Overall cost
leadership
achieve lowest
costs to price lower
than competitors &
win large market
share
Focus
focuses on
narrow market
segments
Differentiation
superior
performance in
area valued by
large part of
market
PORTER’S GENERIC STRATEGIES

13. © Kotler, Keller, Marketing Management 2-13
Marketplace will change –
review & revise implementation,
programs, strategies or
objectives
Business Unit Strategic
Planning – feedback and control
HAIER is a good example:
Started with inferior-quality products
Later, sales went up
China’s leading maker of washing machines
Faces competition in Chinese market
Partner with Sanyo in production alliances
Makes digital TVs with LG Electronics
Diversify into finance, computers, cell phones

14. © Kotler, Keller, Marketing Management 2-14
1. Is the plan simple?
2. Is the plan specific?
3. Is the plan realistic?
4. Is the plan complete?
Business Unit Strategic
Planning - Contents of a Marketing Plan
marketing plan
A summarized
written
document about
marketplace &
plans to reach
marketing
objectives

15. © Kotler, Keller, Marketing Management 2-15
Market Opportunity
Analysis (MOA)
To evaluate opportunities
To determine attractiveness &
probability of success
Market Opportunity Analysis (MOA)
1. Can benefits
convince
target markets?
4. Are benefits
better than
competitors?
5. Is it profitable?
2. Can target markets be
reached with cost-effective
media & trade channels?
3. Possess
resources to
deliver benefits?