2-1 chapter developing marketing strategies and a marketing plan 2 copyright © 2016 mcgraw-hill...
TRANSCRIPT
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2-1
CHAPTER
DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN
2
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
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L E A R N I N G O B J E C T I V E S
Define a marketing strategy.
Describe the elements of a marketing plan.
Analyze a marketing situation using SWOT analysis.
Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts.
Outline the implementation of the marketing mix as a means to increase customer value.
Summarize portfolio analysis and its use to evaluate marketing performance.
Describe how firms grow their business.
Developing Marketing Strategies and a Marketing Plan
LO1
LO2
LO3
LO4
LO5
LO6
LO7
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Sustainable Competitive Advantage
Customer value
Customer excellence
Operational excellence
Product excellence
Locational excellence
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Customer Excellence
Retaining loyal customers
Customer service
Courtesy Lufthansa USA.
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Operational Excellence
Roger Tully/Stone/Getty Images
Efficient operations
Excellent supply chain management
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New Balance – Can America Compete?
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Product Excellence
Courtesy Bridgestone Americas, Inc..
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Locational Excellence
Many say “The three most important things in retailing are location, location, location.”
Photo by Tim Boyle/Getty Images
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What Competitive Advantage?
Singapore Airlines
Cou
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BW
A/H
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g.
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CHECK YOURSELF
1. What are the various components of a marketing strategy?
2. List the four macro strategies that can help a firm develop a sustainable competitive advantage.
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The Marketing Plan
PlanningPhase
ImplementationPhase
ControlPhase
Step 1: Businessmission & objectives
Step 2: Situation analysisSWOT
Step 5: Evaluate performanceusing marketing metrics
Step 3: Identify opportunities
Segmentation Targeting Positioning
Step 4: Implement marketing mix
Product Price Place Promotion
Marketingstrategy
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Three Phases of a Strategic Plan
Planning Implementing Controlling
Rya
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Step 1: Define the Business Mission
MADD mission statement:MADD strives to stop drunk driving, support the victims of this violent crime and prevent underage drinking.
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MADD Promotion
Used with permission ©Mother Against Drunk Drivers 2010.
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Environment Evaluation
Positive Negative
Nike Internal
External
adidas Internal
External
Step 2: Conduct a Situation Analysis
StrengthsStrong brandStrong celebrity endorsersInnovative products
StrengthsStrong brandPortfolio of brandsStrong global presence
WeaknessOverreliance on footwear
WeaknessManagement of numerous brands
OpportunityEmerging countriesOther fashion segments
OpportunityEmerging countries
ThreatsCheaper importsImitation productsRetail becoming price competitive
ThreatsCheaper importsImitation productsRecessionary forces
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Step 3: Identifying and Evaluating Opportunities Using STP
Segmentation
Targeting
PositioningCourtesy The Hertz Corporation
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Hertz: Market Segmentation
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What Segments?
Photo by Jim Spellman/WireImage/Getty Images.
Photo by Jun Sato/WireImage/Getty Images.
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Step 4: Implement Marketing Mix and Allocate Resources
Product Value
Creation
Price Value Capture
Place Value Delivery
Promotion Value
Communication
Courtesy Bel Brands USA
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Product and Value Creation
Successful products and services are those that customers perceive as valuable enough to buy.
Courtesy Amazon.com
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Price and Value Capture
Price must allow for customers to perceive good value for the product they receive.
Purestock/SuperStock
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Place and Value Delivery
The product must be readily accessible
Why is this retailer growing?
Courtesy Sephora USA, Inc..
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Promotion and Value Communication
Television Radio Magazines Sales force New Media©Lars A Niki
McGraw-Hill Companies, Inc./Gary He, photographer
The McGraw-Hill Companies, Inc./John Flournoy, photographer
Courtesy Pizza Hut.
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Stars
Cash Cows
Question Marks
Dogs
Step 5: Evaluate Performance and Make Adjustments
P&G Website
HIGH Relative market share LOW
HIGH
Ma
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row
th r
ate
LOW
C
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AA*
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CHECK YOURSELF
1. What are the five steps in creating a marketing plan?
2. What tool helps a marketer conduct a situation analysis?
3. What is STP?
4. What do the four quadrants of the portfolio analysis represent?
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Growth Strategies
Current New
PRODUCTS AND SERVICESC
urre
ntN
ew
MA
RK
ET
S
Market Penetration
Diversification
Product Development
Market Development
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Market Penetration
Existing marketing mix
Existing customers
In what way is a sale a Market penetration strategy?
Ryan McVay/Getty Images
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Market Development
What can a company do to continue to grow in a difficult retail environment?
Frederic J Brown/AFP/Getty Images
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Product Development
New product or service
Current target market Used with permission by MTV 2010 MTV Networks All Rights Reserved MTV, all related titles, characters and logos are trademarks owned by MTV Networks, a division of Viacom International Inc..
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Game On – Clash of the Video Games
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Diversification
New product or service
New market segment
Photo by Craig Barritt/Getty Images.
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1. What are the four growth strategies?
2. What type of strategy is growing the business from existing customers?
3. Which strategy is the riskiest?
CHECK YOURSELF