2-1 marketing management developing marketing strategies and plans
Post on 18-Dec-2015
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Improving: The Japanese Way
0 customerfeedback time
0 product improvement time
0 setup time
0 defects0
purchasing time
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Core Competencies
• A source of competitive advantage
• Applications in a wide variety of markets
• Difficult to imitate
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Mission Statement
Focus on limited number of goalsFocus on limited number of goals
Stress major policies and valuesStress major policies and values
Define major competitive spheresDefine major competitive spheres
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3 V’s Approach to Marketing
Define the value segmentDefine the value segment
Define the value propositionDefine the value proposition
Define the value networkDefine the value network
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Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus
Michael PorterHarvard University
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Marketing Plan Contents
Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
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Evaluating a Marketing Plan
Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
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GROUP DISCUSSION: Fossil
1. What is Fossil’s Brand Strategy?
2. What is their “value” proposition?
3. What is their potential for the future?
4. What should they be sure to do with their marketing?
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