ch2 developing marketing strategies and plans silubrico.pdf final

TOP 10 Learning Concepts

Ch 2: Developing Marketing Strategies

and Plans

Sue Ann P. Silubrico

March 31, 2011

http://suesilubrico.blogspot.com/

Ch 2: Developing Marketing

Strategies and Plans

2

Developing Marketing

Strategies Plans

http://suesilubrico.blogspot.com/

TOP 10 Learning Concepts

Ch 2: Developing Marketing Strategies

and Plans

What are the Dimensions that define a Business?

What are Porter’s Generic Strategies?

Outline:

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Concept 1: What are the Dimensions That

Define a Business

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Customer Groups

CustomerNeeds Technology

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Who are the Customer group?

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We are the group, retailerSeeks to attract and satisfyCustomers

Concept Example

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What are the Customer needs?

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Concept Example

Service:

Car broke down

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TowedFixing

Fixed

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Concept Example

Goods:

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Coffee bean filteredGrind coffee bean Pour

Drink

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Concept Example

Technology:

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Concept Example

Makes your life easier…

Concept 2: Porter’s Generic Strategies

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Overall cost Leadership

Differentiation

Focus

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What is Overall Cost Leadership?

The company seeks to gain greater market share

Increase their sales

To have lower prices than the competition

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Concept Example

What is Differentiation?

Product or service that offers unique attributes.

Valued by customers

Competitive advantage is based on superior products or service.

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Concept Example

What is Focus?

Concentrates on meeting specialized needs of its customers

Focus on specific customers or markets

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Concept Example

Focus:

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Dell Computer’s strategy is highly

focused around the efficient sale and

manufacture of computers and

computer peripheral devices

Concept Example

Execute an Effective Marketing

Strategy and Plan

1. Identify effective generic strategies.

2. Master the dimension that define the business

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Summary

TOP 10 Learning Concepts

Ch 2: Developing Marketing Strategies

and Plans

Sue Ann P. Silubrico

March 31, 2011

http://suesilubrico.blogspot.com/15