Ch 02 Developing Marketing Strategies and Plans

1. www.rexmacasaet.blogspot.com

2. I. Porter’s Generic Strategies
II. The Value Delivery Process
III. Product versus Market Orientation
IV. Dimensions that Define a Business
V. Ansoff’s Product-Market Expansion Grid
VI. Categories of Marketing Alliances

3. Differentiation
Overall Cost Leadership
Focus
Concept 1 (REMEMBER This)

4. Example of Concept 1(REMEMBER This)
Cost Leadership
Differentiation
Strategy
Segmentation Strategy
Narrow
Market
Scope
Broad
Market
Scope
Uniqueness
competency
Low Cost
competency

5. Concept 2
Choose the Value
Provide the Value
Deliver the Value

6. Example of Concept 2
- is a leading telecommunication in Asia Pacific Region
- diversified from a traditional telecom provider to a cloud
service provider
Population
2011 (in M)
Internet Users
2011 (in M)
Users % of
World
User Growth
(2000-2011)
Asia Only 3,880 932 44% 716%
ROW 3,050 1,178 56% 378%
World 6,930 2,111 100% 485%
Choose the Value
Provide the Value
Deliver the Value

7. Concept 3
• What the product is?Product
• The value the product can give?Market

8. Example of Concept 3
We produce
water
PRODUCT MARKET
We serve to lead healthier,
more comfortable lives
We offer loans
and savings
We find ways

9. Concept 4
Customer
groups
Technology
Customer
needs

10. Example of Concept 4
- National Bookstore
- Netopia
- Book Sale
Books, Research, Ballpens

11. Concept 5
Ansoff’s Product-Market Expansion Grid

12. Example of Concept 5
Sewer
SystemSeptic Cleaning

13. Concept 5
Ansoff’s Product-Market Expansion Grid

14. Example of Concept 5
Sewer
SystemSeptic Cleaning

15. Concept 6
 Product or service alliance
 Promotional alliance
 Logistics alliances
 Pricing collaborations

16. Example of Concept 6
SHAKEY’S ON WHEELS ON A NEW
VOYAGE
Shakey’s On Wheels is ready to roll! If you
can’t come to Shakey’s, Shakey’s will
come to you.
The new, innovative, re-designed and
revolutionary Shakey’s On Wheels’ mobile
restaurant is all set to serve its mouth-
watering menu right where you are. The
leading pizza restaurant chain promises
you just that, with its state-of-the-art 12-
meter AX model Hyundai vehicle that
brings all of Shakey’s goodness wherever
you want it to be.
 Logistics alliances

17. www.rexmacasaet.blogspot.com