el marco general del mktg

MARCO GENERAL MARKETING ESTRATEGICO Antonio Fontanini, Profesor Asociado @ EOI

Internal Environment

External Environment

The Strategic Management

Process Strategic Intent Strategic Mission

Strategic Competitiveness Above Average

Returns Feedback

Strategy Formulation

Business-Level Strategy

Competitive Dynamics

Corporate-Level Strategy

International Strategy

Cooperative Strategies

Acquisitions & Restructuring

Strategy Implementation

Corporate Governance

Structure & Control

Strategic Leadership

Entrepreneurship & Innovation

Stra

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St

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Act

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St

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Out

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Customers Needs and other

Segmenting Dimensions

Company Mission, Objectives,

& Resources

Competitors Current & Prospective

Marketing Strategy Planning 4C Analysis

Marketing Strategy Planning

Customers Needs and other

Segmenting Dimensions

Company Mission, Objectives,

& Resources

Competitors Current & Prospective

S. W. O. T.

Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic

4C Analysis SWOT Analysis

Marketing Strategy Planning

Customers Needs and other

Segmenting Dimensions

Company Mission, Objectives,

& Resources

Competitors Current & Prospective

Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic

Targeting & Segmentation

Positioning & Differentiation

S. W. O. T.

4C Analysis SWOT Analysis STPD

Marketing Strategy Planning Process

Customers Needs and other

Segmenting Dimensions

Company Mission, Objectives,

& Resources

Competitors Current & Prospective

Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic

Targeting & Segmentation

Positioning & Differentiation

Narrowing down to focused strategy with quantitative and qualitative screening criteria

S. W. O. T.

MIX Analysis

People, Post Sale service Personal experience, Process

•  Total Product Concept •  Branding •  Packaging •  Warranties •  Product-line assortment •  New product Developm.

Product Strategy Decision Areas

Three Thrusts •  Distribution Channels •  Logistics •  Roles of Middlemen

Place Strategy Decision Areas

Strategy decisions to blend: •  Personal Selling •  Advertising •  Publicity •  Sales Promotion

Promotion Strategy Decision Areas

•  Pricing objectives

•  Pricing Policies

•  Price Flexibility

•  Levels over PLC

•  Discounts and allowances

•  Geographic terms •  Legal factors

•  Markup chain in channels

•  Costs/Value Innovation

•  Demand (price sensitivity)

•  Competition/Substitutes

Price Strategy Decision Areas

Product Physical Goods Service Features Quality Level Accessories Installation Instructions Warranty Product Lines Packaging Branding

Place Objectives Channel Type Market Exposure Kinds of

Middleman Kinds and

Locations of Stores

How to Handle Transporting and Storing

Service Levels Recruiting

Middlemen Managing

Channels

Promotion

Objectives Blend Salespeople Kind Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type Copy Thrust Who Prepares? Sales Promotion Publicity

Price

Objectives Flexibility Level over PLC Geographic

Terms Discounts Allowances

Strategy decisions organized by the 4 basic Ps

Marketing Strategy Planning Process

Customers Needs and other

Segmenting Dimensions

Company Mission, Objectives,

& Resources

Competitors Current & Prospective

Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic

Targeting & Segmentation

Positioning & Differentiation

Narrowing down to focused strategy with quantitative and qualitative screening criteria

S. W. O. T.

MIX Analysis

People, Post Sale service Personal experience, Process

LAS LEYES INMUTABLES DEL MKTG

THE INMUTABLE LAWS OF MKTG

The Law of Leadership: "It is better to be first than be the best” The Law of Category: "If you can not be first in a category, set up a new category you can be first in” The Law of Perception: "Marketing is not a battle of products: it is a battle of perception" (the effect "everyone knows" that Volvo is the safest car, etc.) The Law of Division: "Over time, a category will divide in two or more categories” The Law of Acceleration: "Successful Programs are not built on fads, they are built on trends". The Law of Brand Extension: ”You can not extend a brand to unrelated products”.

Role of marketing Corporate/B.U. Level The policy question ”How to develop a customer focus?” Marketing´s answer Bring the voice of the customer into the

organization Tools Market research, customer visits, market

orientation audits

Role of marketing Product Level The policy question ”How to best adapt to the market?” Marketing´s answer Develop a value proposition and

competitive positioning based on customer needs

Tools Customer and competitive analysis

Role of marketing Executional Level The policy question ”How to go to market?” Marketing´s answer Integrate the mix to deliver what the

target market wants Tools Consumer research, product testing, comm

research, channel audits, etc.

GRACIAS.GRACIAS. GRACIAS.GRACIAS. GRACIAS.GRACIAS. GRACIAS.GRACIAS. GRACIAS.GRACIAS.

Fontanini@learning.eoi.es