V47 Ch2 Dev Marketing Strategies Lesley Yu

Lesley Ann P. Yu Ateneo Graduate School of Business Developing Marketing Strategies and Plans Top 10 Concepts

Outline: Developing Marketing Strategies and Plans 1) The Value Delivery Process (what?) 2) Value Chain as a Tool (how?) 3) Importance of Core Competencies (why?) 4) Holistic Marketing Approach (how?) 5) The Use of a Marketing Plan (what?)

Outline: Developing Marketing Strategies and Plans 6) Strategic Planning in the Company (how?) 7) A Company’s Organization (what?) 8) Innovation in Marketing (what?) 9) Business Unit Strategic-Planning (how?) 10) The Product Planning Stage (what?)

Marketing is about.. ,[object Object],and wants. Delivering customer value at a profit.

[object Object],Concept 1: The Value Delivery Process is used to create Customer Value 1) Choosing the Value 2) Providing the Value 3) Communicating the Value Brings Quality, Customer Service and Marketing together.

[object Object],Concept 2: Value Chain as a tool is used to identify more ways to create value. Ability to look for competitive advantages How well departments work together Create a Supply Chain

Concept 3: Importance of Core Competencies Core Competencies results in core products that enable value creation in the end products. 3 Characteristics ,[object Object],[object Object],[object Object],coatings & adhesive

Concept 4: The Holistic Marketing approach.. ,[object Object],1) Value Exploration 2) Value Creation 3) Value Delivery Identify new value opportunities. Efficiently create more promising new value offerings. Using its capabilities and infrastructure to deliver the new value offerings. Helps capture customer value

Concept 5: The Use of a Marketing Plan ,[object Object],Strategic 2 levels of a marketing plan Tactical Product features, promotion, merchandising, pricing, sales channels and service Target Markets and Value Proposition

Concept 6: Strategic Planning in the Company ,[object Object],1) Defining Corporate Mission 2) Establishing Strategic Business Units (SBU) 3) Assigning Resource to each SBU 4) Assessing Growth Opportunities

Concept 7: A Company’s Organization ,[object Object],An Organization consists of: Structures Policies Corporate Culture

Concept 8: Innovation in Marketing is.. ,[object Object]

Concept 9: Business Unit Strategic Planning consists of.. Strength, Weakness, Opportunities, Threats Develop specific goals Guidelines for the goals Strengthen Departments Determines Costs Adapting to Change ,[object Object],Business Mission SWOT Goal Formulation Strategy Formulation Program Formulation Implementation Feedback and Control

Concept 10: Product Planning to achieve goals ,[object Object]

Summary: Successful Strategy and Plan Making.. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Summary: Successful Strategy and Plan Making ,[object Object],[object Object],[object Object],[object Object],[object Object]

Conclusion: Role of Strategic Planning in Marketing.. ,[object Object],Understanding Customer Value Creating Customer Value Delivering Customer Value Capturing Customer Value Sustaining Customer Value Market & Customers Company Unit Product

V47 Ch2 Dev Marketing Strategies Lesley Yu

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