v47 ch2 dev marketing strategies lesley yu

Lesley Ann P. YuAteneo 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..

Satisfying a customer’s needs..

and wants.

Delivering customer value at a profit.

3 Phases of the Value Delivery Process. .

1) Choosing the Value

2) Providing the Value

3) Communicating the Value

Brings Quality, Customer Service and Marketing together.

Concept 1:

The Value Delivery Process is used to create Customer Value

The success of a firm depends on. .

Ability to look for competitive advantages

How well departments work together

Create a Supply Chain

Concept 2:

Value Chain as a tool is used to identify more ways to create value.

Concept 3:

Importance of Core Competencies

Core Competencies results in core products that enable value creation in the end products.

coatings & adhesive

3 Characteristics Use for competitive advantage Wide market application Difficult to imitate

Concept 4:

The Holistic Marketing approach..

3 Integrating Key Elements

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

Helps a company reach its marketing objectives.

Strategic

2 levels of a marketing plan

TacticalProduct features, promotion, merchandising, pricing, sales channels and service

Target Markets and Value Proposition

Concept 6:

Strategic Planning in the Company

4 Planning Activities to help set goals and strategies

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

Successfully implementing a new strategy requires understanding a company’s organization.

An Organization consists of:

StructuresPoliciesCorporate Culture

Concept 8:

Innovation in Marketing is..

Finding new imaginative ideas on strategy making and implementation

Concept 9:

Business Unit Strategic Planning consists of..

BusinessMission

SWOT

GoalFormulation

StrategyFormulation

ProgramFormulation

Implementation

Feedbackand

Control

Strength, Weakness, Opportunities, Threats

Develop specific goals

Guidelines for the goals

Strengthen Departments

Determines Costs

Adapting to Change

Define specific mission

Concept 10:

Product Planning to achieve goals

Each product level requires a marketing plan to determine lines, brands, channels or customer groups.

Summary: Successful Strategy and Plan Making..

1) Creates Customer Value

2) Identifying Tool

3) Core Competencies as Competitive Advantage

4) Expand, Loyalty, Lifetime Value

5) Reach Marketing Objectives

Summary: Successful Strategy and Plan Making

6) Respond to Changing Needs

7) Adapt to the Changing Environment

8) Find new ideas for strategy making

9) Sets Goals for the Unit

10) Sets Goals for each Product levels

Market & Customers

Conclusion: Role of Strategic Planning in Marketing..

Successful marketing requires:Understanding Customer ValueCreating Customer ValueDelivering Customer ValueCapturing Customer ValueSustaining Customer Value

Company

Unit

Product

Lesley Ann P. YuAteneo Graduate School of Business

Developing Marketing Strategies and Plans

Top 10 Concepts