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Self-Introduction
Course: Strategic Marketing
Lecturer: Mr.Eng Leaphea, MBA
Tel: 012 722076Email: [email protected]
rikreaymagazine (skype)
Facebook.com/eng.leaphea
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Instructors Profile
Name: Eng Leaphea (Mr.)
Date of Birth: February 05, 1979
Sex: Male
Nationality: Cambodian
Contact: H/P: 012 722076
Email: [email protected]
Educational Background
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Working Experiences
02-04-2010 to 02-12-2010 10-12-2010 to Present
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Chapters to be covered as follows:
5 chapters to be lectured:
Chapter 1: Business and Marketing StrategyChapter 2: Situation Analysis
Chapter 3: Designing Market Driven Strategies
Chapter 4: Market-Focused ProgramDevelopment
Chapter 5: Implementing & Managing Market-
Driven Strategies
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Course Objectives
After finishing this course, students will:
- Be aware of how the strategy marketing are relatedto corporate business.
- Describe and analyze the end-users andcompetitors, and also forecast the market scopeand market segmentation.
- Describe of how to define the target market,
product position, stakeholders, and how to plan thenew product development.
- Be familiar with how to develop the marketingprogram such as: Brand Management Strategy,
Pricing Strategy, promotional strategy, and
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Chapter 1 : Business &Marketing Strategy
Revised & Lectured by: Mr. Eng Leaphea,MBA
Marketing Lecturer,
Human Resources University
Marketing Manager,
San International Limited
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Chapter Content
1. Corporate Strategy
2. Business & Marketing Strategy3. Marketing Strategy Process
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1. Corporate Strategy
Recognizing that there are severaldefinitions of corporate strategy, we utilize
this definition:
Corporate strategy is the way a
company creates value through theconfiguration and coordination of itsmultimarket activities.
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1. Corporate Strategy
This definition emphasizes that: value creation,
considers the multimarket scope of the corporation, points to how the organization manage its activities
and business that fall under the corporateumbrella.
A key premise of this view of strategy is that:
the multi-business corporation mustcontribute to the
competitive advantage of its units. Thus, 14
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1. Corporate Strategy
A useful framework for examining corporatestrategy which is consistent with the earlier
definition consists of:(1)managements long-term vision for the corporation;
(2)objectives which serves as milestones toward thevision;
(3)assets, skills and capabilities;
(4)businesses in which the corporation competes;
(5)structure, systems, and processes; and
(6)creation of value through multimarket activity. 15
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Strategy
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2. Business and Marketing
StrategyAn important issue is whether selecting a goodstrategy has an impact on results.
Does the uncontrollable environment largelydetermine business performance or, instead,will the organizations strategy have a majorimpact on its performance?
Successful businesses can be found operating in verydemanding market and competitive environments.
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26Sources: http://www.1000ventures.com/business_guide/business_strategy.html
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2. Business & MarketingDeveloping the Strategic Plan for Each
Business
Strategic analysis is conducted to doas follows:
(1)diagnose the strengths andlimitations of business units, and
(2)select strategies for maintaining orimproving performance.
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2. Business & MarketingDeveloping the Strategic Plan for Each Business
Management decides what priority to
place on each business regarding resource allocation, and
implements a strategy to meet the
objectives for the SBU (Strategic BusinessUnit).
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The strategic plan indicates the action agenda for the
business. The major strategies of the plan include:
the strategic actions planned for business development, marketing,
quality,
product & technology,
human resources,
manufacturing/facilities,
and finance.
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2. Business & MarketingDeveloping the Strategic Plan for Each Business
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2. Business & Marketing
Business Strategy and Marketing Strategy
Before work can start on marketing strategy,managements objectives andplans for the
business must be clearly understood.
An understanding ofbusiness purpose, scope,objectives, capabilities, and strategy is essential
in designing and implementing marketingstrategies that are consistent with the corporate and business unit plan of action.
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The chief marketing executives business
strategy responsibilities include
(1)participating in strategy formulation and
(2) developing marketing strategies that are
consistent with business strategy
priorities.
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2. Business & Marketing
Business Strategy and Marketing Strategy
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2. Business & Marketing
Strategic Marketing
Marketing strategy consists of the analysis, strategydevelopment, and implementation activities in:
Developing a vision about the market(s) of interest to theorganization,
selecting market target strategies, setting objectives, and
developing, implementing, and managing the marketingprogram
positioning strategies designed to meet the valuerequirements of the customers in each market target.
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Strategic marketing is a market-driven
process of strategy development that takesinto account a constantly changing business
environment and the need to achieve high
levels of customer satisfaction.
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2. Business & Marketing
Strategic Marketing
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2. Business & Marketing
Strategic Marketing(contd)
The focus ofstrategic marketing is onorganizational performance rather than on increasing
sales.
Marketing strategy seeks to deliver superior customervalue by combining the customer-influencing strategies
of the business into a coordinated set of market-drivenactions.
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Strategic marketing links the organization with the
environment and views marketing as a responsibility
of the entire business rather than as a specializedfunction.
Customer value preferences must be transformed
into product design and production guidelines.
Success in achieving high-quality products and
services requires finding out which attributes of
product and service quality drive customer
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2. Business & Marketing
Strategic Marketing(contd)
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3. Marketing Strategy
ProcessThe marketing strategyprocess consists of 4 steps
situation analysis,
designing marketing strategy, marketing program development, and implementing and managing marketing
strategy.The situation analysis considers:
market and competitor analysis, market segmentation, and
continuous learning about markets. 36
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Designing marketing strategy:
Examines customer targeting andpositioning strategies,
Marketing relationship strategies, and
Planning for new products.
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3. Marketing Strategy
Process
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Marketing program development
consists of
product, distribution,
price, and
promotion strategies
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designed and implemented
to meet the needs oftargeted buyers. Strategy
implementation and
management consider
organizational design and
marketing strategyimplementation and
control. Theyll detail in
all next chapters.
3. Marketing Strategy Process
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Marketing Strategies
1. The Arthur D Little (ADL) Strategic Condition Matrix
2. Ansoff's Matrix - Planning for Growth
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Students make groups;
Each group are assigned to write down thestrategic marketing plan on MAX University.
A Strategic Marketing Planning Layout will
be provided:
Assignment
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Strategic Marketing Plan
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