kotler mm 14e 02 and 3 ippt
TRANSCRIPT
2Developing Marketing
Strategies and Plans
1
Figure 2.1 The Strategic Planning, Implementation, and Control Processes
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What is a Marketing Plan?
A marketing plan is the central instrument for
directing and coordinating the marketing effort.
It operates at a strategic and tactical level.
4 Levels of Strategy
Corporate Strategy SBU Strategy Functional Strategy (Marketing, HRM,
Finance, Production, IT) Departmental
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Strategic Planning Process
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Situation Analysis
Strategy Formulation
Strategy Implementation
Evaluation and Control
Corporate Headquarters’ Planning Activities
Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities
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The Boston Consulting Group’s Growth-Share Matrix
20%-20%-18%-18%-16%-16%-14%-14%-12%-12%-10%-10%- 8%-8%- 6%-6%- 4%-4%- 2%-2%- 00
Mar
ket G
row
th R
ate
3 ?Question marks
? ??21
Cash cow
6
Dogs
87
10x 4x 2x 1.5x 1x 10x 4x 2x 1.5x 1x
Relative Market Share.5x .4x .3x .2x .1x .5x .4x .3x .2x .1x
Stars
5
4
Characteristics of SBUs
It is a single business or collection of related businesses
It has its own set of competitors It has a leader responsible for strategic
planning and profitability
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Good Mission Statements
Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
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Figure 2.3 The Business Unit Strategic Planning Process
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Competitors
Marketingintermediaries
PublicsSuppliers
Factors Influencing Company Marketing Strategy
Marketi
ng
informati
on
syste
m
Marketingplanningsystem
Marketing
organization
system Marke
ting
orga
nizati
on an
d
imple
mentat
ion
Product
Promotion
Place PriceTargetcustomers
Demographic/Demographic/economiceconomic
environmentenvironment
Social/Social/culturalcultural
environmentenvironment
Technical/Technical/physicalphysical
environmentenvironment
Political/Political/legallegal
environmentenvironment
Major Forces in the Environment
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Demographic
Economic
Socio-cultural
Natural
Technological
Political-legal
Population and Demographics
Population growth Population age mix Ethnic markets Educational groups Household patterns
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Economic Environment
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Consumer Psychology
Income Distribution
Income, Savings, Debt, Credit
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Social-Cultural Environment
Views of themselves Views of others Views of organizations Views of society Views of nature Views of the universe
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Marketing In Action Marketers track changing age and family
structures, educational characteristics, geographic population shifts, and population diversity at home and abroad.
A great deal of domestic demographic data stems from the U.S. Census.
Visit www.census.gov and select the American Fact Finder to learn more about your community.
Wealthiest 1 Percent in US http://www.nytimes.com/2012/01/15/business/the-1-percent-paint-a-more-nuanced-portr
ait-of-the-rich.html?_r=1&sq=What%20it%20takes%20to%20be%20the%20top%201%%20in%20America,&st=cse&scp=2&pagewanted=all
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Natural Environment
Shortage of raw materials Increased energy costs Anti-pollution pressures Governmental protections
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Technological Environment
Pace of change Opportunities for innovation Varying R&D budgets Increased regulation of change
The Political-Legal Environment
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Business Legislation
Growth of Special Interest Groups
SWOT Analysis
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Strengths
Weaknesses
Opportunities
Threats
Figure 2.2 The Strategic Planning Gap
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Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
4. Diversification2. Marketdevelopment
Newmarkets
1. Marketpenetration
Existingmarkets
Existingproducts
3. Productdevelopment
Newproducts
Porter’s Generic Strategies
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Overall cost leadership
Differentiation
Focus
The Marketing Plan
Executive Summary & Table of ContentsCurrent Marketing Situation
Opportunity & Issue AnalysisObjectives
Marketing StrategyAction Programs
Projected Profit-and-lossControls