marketing for engineers ch 2
DESCRIPTION
Dr. Karim KobeissiTRANSCRIPT
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M a r k e ti n g f o r E n g i n e e r s
Dr. Karim Kobeissi
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Chapter 2:Company and Marketing Strategy
-Partnering to Build Customer Relationships
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S t r a t e g y - D e fi n i ti o n
A strategy, is an IDEA, a
conceptualization of how the goal
could be achieved.
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Strategy Vs Tactic
• A tactic is an activity we adopt to execute the strategy.
• Different tactics may be deployed as part of a single strategy. For
example, one strategy to gain market share would be brand building.
As part of a company's brand building strategy, they may adopt
different tactics like (a) online advertising and (b) celebrity supports.
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L e v e l s o f S t r a t e g y Organizations have different levels of strategy, particularly for larger or
global organizations. They identify:
Corporate Strategy which is concerned with the overall purpose and scope of the
organization.
Business Unit Strategy which defines how to compete successfully in a particular market.
Functional or Operational Strategies that describe how the corporate and business unit
strategies will be operationalized in different functional areas or business processes.
Functional strategies refer to marketing, supply chain management, human resources,
finance and information systems strategies.
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Companywide Strategic Planning: Defining Marketing’s Role
How do companies compete and succeed in a global market
place?
One part of the answer is a commitment to creating and
retaining satisfied customers.
The second part is adapting to a continuously changing
marketplace through market-oriented strategic planning.
This is the focus of strategic planning—The continuous
process of developing and maintaining a strategic fit
between the organization’s goals and resources and its
changing marketing opportunities. The strategic planning
process helps the organization in allocating its resources to
take advantage of opportunities in the marketplace.
• The company-wide strategic planning guides marketing
strategy and planning.
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Corporate Strategic Planning
At the corporate level, all companies start the strategic planning
process by undertaking three planning activities:
1. Defining the corporate /division mission.
2. Setting company objectives and goals.
3. Designing the business portfolio.
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Strategic Planning at Corporate Levels
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1. Defining the Corporate Mission
• The corporate mission is a statement of the company’s
purpose – what it wants to accomplish in the larger
environnement.
• Market-oriented mission statement: Defines the
business in terms of satisfying basic customer needs
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2. Setting Company Objectives and Goals
The company needs to turn its
mission into detailed
supporting objectives for
each level of management.
• Each manager should have
objectives and be responsible
for reaching them.
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3 . Designing the Business Portfolio
Guided by the company’s mission statement and objectives, management
now must plan its business portfolio — the collection of businesses
and products that make up the company.
The best business portfolio is the one that best fits the company’s
strengths and weaknesses to opportunities in the environment.
Business portfolio planning involves two steps:
1) The company must analyze its current business portfolio and determine
which businesses should receive more, less, or no investment.
2) The company must shape the future portfolio by developing strategies
for growth and downsizing.
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Analyzing the Current Business Portfolio The major activity in strategic planning is business portfolio analysis, whereby
management evaluates the products and businesses that make up the
company. The company will want to put strong resources into its more
profitable businesses (SBU’s) and drop its weaker ones.
The purpose of strategic planning is to find ways in which the company can
best use its strengths to take advantage of attractive opportunities in the
environment. So most standard portfolio analysis methods evaluate SBUs
on two important dimensions: the attractiveness of the SBU’s market or
industry and the strength of the SBU’s position in that market or industry.
The best-known portfolio-planning method is the growth Share Matrix that
was developed by the Boston Consulting Group.
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Shaping the Future Business Portfolio
Once it has classified its SBUs, the company must determine what role
each will play in the future. It can pursue one of four strategies for
each SBU:
1) - The company can invest more in the business unit to build its share.
2)- The company can invest just enough to hold the SBU’s share at the
current level.
3)- The company can harvest the SBU, milking its short-term cash flow
regardless of the long-term effect.
4)- The company can divest the SBU by selling it or phasing it out and
using the resources elsewhere.
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Business Units Strategic Planning
At the business unit level, each strategic business
unit (SBU) develops its own strategic plan to
carry that business unit into a profitable future.
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The Strategic Planning Process at SBU Level
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Marketing Strategy Formulation for Growth and Downsizing
At the functional level, the marketing department develops a
marketing strategy that presents the broad marketing
approach which will be used to achieve the marketing
plan's objectives.
Companywide Strategic Planning: Defining Marketing’s Role
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Marketing Strategy Formulation for Growth and Downsizing
The Product/market expansion grid is a tool for identifying
company growth opportunities through:
1) Market Penetration
2) Market Development
3) Product Development
4) Diversification
Companywide Strategic Planning: Defining Marketing’s Role
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Developing Marketing Strategies for Growth and Downsizing
Market penetration is a growth strategy increasing sales to current market segments without changing the product
Market development is a growth strategy that identifies and develops new market segments for current products
Companywide Strategic Planning: Defining Marketing’s Role
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Developing Marketing Strategies for Growth and Downsizing
Product development is a growth strategy that offers new or modified products to existing market segments
Diversification is a growth strategy through starting up or acquiring businesses outside the company’s current products and markets
Companywide Strategic Planning: Defining Marketing’s Role
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The Four Growth Marketing Strategies of the Product-Market Growth Matrix
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Developing Marketing Strategies for Growth and Downsizing
Downsizing is the reduction of the business portfolio by
eliminating products or business units that are not
profitable or that no longer fit the company’s overall
strategy
Companywide Strategic Planning: Defining Marketing’s Role
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Planning Marketing: Partnering to Build Customer Relationships
Marketing alone can’t create superior customer value. Under
the company-wide strategic plan, marketers must work
closely with other departments to form an effective
internal company value chain and with other companies
in the marketing system to create an overall external
value delivery network that jointly serves customers.
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Planning Marketing: Partnering to Build Customer Relationships
Partner Relationship Management
Partner relationship management is the process of working
closely with partners in other internal departments to
form an effective value chain that serves the customer, as
well as partnering effectively with other companies in the
marketing system to form a competitively superior value-
delivery network.
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Planning Marketing: Partnering to Build Customer Relationships
Value Chain: The series of internal departments that carry out
value-creating activities to design, produce, market, deliver,
and support a firm’s products.
Partnering with Other Internal Departments
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The Internal Value Chain
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Planning Marketing: Partnering to Build Customer Relationships
Value delivery network is made up of the company,
suppliers, distributors, and ultimately customers
who partner with each other to improve
performance of the entire system.
Partnering with Others in the Marketing System
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Marketing Strategy and the Marketing Mix
Marketing Strategy
Marketing strategy is the marketing logic (idea) by
which the business unit hopes to achieve its
marketing objectives.
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Marketing Strategy and the Marketing Mix
The strategic plan defines the company’s overall mission and objectives. Marketing’s role is shown in the beside figure, which summarizes the major activities involved in managing a customer-driven marketing strategy and the marketing mix.
Consumers are in the center. The goal is to create value for customers and build profitable customer relationships.
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Customer-Driven Marketing Strategy
Once it fully understands consumers and the marketplace, marketing
management can design a customer-driven marketing strategy. To
design a winning marketing strategy, the marketing manager must
answer two important questions:
1) What customers will we serve (what’s our target market)?
2) How can we serve these customers best (what’s our value
proposition)?
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1- Selecting Customers to Serve
The company must first decide whom it will serve. It does this by
dividing the market into segments of customers - (a) market
segmentation and selecting which segments it will go after - (b)
market targeting. Some people think of marketing management as
finding as many customers as possible and increasing demand. But
marketing managers know that they cannot serve all customers in
every way. By trying to serve all customers, they may not serve any
customers well. Instead, the company wants to select only customers
that it can serve well and profitably. Ultimately, marketing managers
must decide which customers they want to target and on level,
timing, and nature of their demand.
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(a)- Market Segmentation
Market Segmentation is the sub-
dividing of customers into
homogenous sub-set of
customers where any sub-set
may conceivably selected as
market target to be reached
with distinct Marketing Mix.
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How Can We Segment the Market?
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(b)- Market Targeting
• Market Targeting - Involves evaluating
each segment’s attractiveness and
selecting one or more segments to enter
according to organizational resources &
objectives. Targeting reduces time and cost
as well as increases sales.
• Target Market – A set of buyers sharing
common needs or characteristics that the
company decides to serve.
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Evaluating Market Segments • Segment Size and Growth– Analyze current sales, growth rates and expected
profitability for various segments.• Segment Structural Attractiveness– Consider effects of: competitors, availability of
substitute products and, the power of buyers & suppliers.
• Company Objectives and Resources– Company skills & resources needed to succeed in
that segment(s).– Look for Competitive Advantages.
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2- Choosing a Value Proposition
The company must also decide how it will serve targeted customers ?
How the company will:
a) Differentiate itself in the marketplace?
b) Position itself in the marketplace?
Accordingly, the company must choose its value proposition.
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D i ff e r e n ti a ti o n Differentiation is the
act of designing a
set of meaningful
differences to
distinguish the
company's offering
from competitor's
offerings.
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P o s i ti o n i n g
Positioning is the act of arranging for
a product to occupy a clear,
distinctive, and desirable place
relative to competing products in
the minds of target consumers.
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V a l u e P r o p o s i ti o n
The end result of positioning is the creation of a market-focused value
proposition - The set of benefits a company promises to deliver to
customers to satisfy their needs - to answer the customer’s question:
“Why should I buy your offer rather than a competitor’s offer?” – it is a
simple clear statement of why the target market should buy the product.
Such value propositions differentiate one brand from another and the
product’s position can be viewed as the main result of its
differentiation.
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A Product Positioning Map
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Segmentation, Targeting, Positioning – STP: The Essence of Strategic Marketing
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Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix
Marketing mix is the set of controllable tactical
marketing tools—product, price, place, and
promotion—that the firm blends to produce the
response it wants in the target market
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Marketing Strategy and the Marketing Mix
The four Ps
• Product• Price• Place• Promotion
2-29
Developing an Interrelated Marketing Mix
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Marketing Strategy and the Marketing Mix
Developing an Interrelated Marketing MixThe four Ps
Product is the goods and services in combination that the company offers to the target market
Price is the amount of money customers have to pay to obtain the product
2-30
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Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing MixThe four Ps
Place is the company activities that make the product available to target customers
Promotion is the activities that communicate the merits of the product and persuade target customers to buy it
2-31
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Managing the Marketing Effort
Managing the marketing effort requires:1) Analysis2) Planning3) Implementing4) Controlling
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Managing the Marketing Effort: 1- Marketing Analysis
Analysis is the complete analysis of the company’s situation in a SWOT analysis that evaluates the company’s:
• Strengths• Weaknesses• Opportunities• Threats
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Marketing Analysis
Strengths include internal capabilities, resources, and positive situational factors that may help to serve company customers and achieve company objectives
Weaknesses include internal limitations and negative situational factors that may interfere with company performance
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Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage
Threats are unfavorable external factors or trends that may present challenges to performance
Managing the Marketing Effort: 1- Marketing Analysis
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Planning is the development of strategic and marketing plans to achieve company objectives
Marketing strategy consists of the specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels.
Managing the Marketing Effort: 2- Market Planning
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Sections of a marketing plan include:• Executive summary• Current marketing situation• Threats and opportunities• Objective and issues• Action programs / Strategies & Tactics• Budgets• Controls
Market Planning
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Managing the Marketing Effort: 3- Marketing Implementation
Implementing is the process that turns marketing plans into marketing actions to accomplish strategic marketing objectives
Successful implementation depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategies
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Managing the Marketing Effort
Marketing Department Organization
• Functional• Geographic • Product• Market or customer management
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Managing the Marketing Effort
Marketing Department Organization
Functional organization: This is the most common form of
marketing organization with different marketing
functions headed by a functional specialist
• Sales manager
• Market research manager
• Customer service manager
• New product manager
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Managing the Marketing Effort
Marketing Department Organization
Geographic organizations: Useful for companies that sell across
the country or internationally. Managers are responsible for
developing strategies and plans for a specific region.
Product Management: Useful for companies with different
products or brands. Managers are responsible for developing
strategies and plans for a specific product or band.
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Managing the Marketing Effort
Marketing Department Organization
Market or customer management organization: Useful for companies with one product line sold to many different markets and customers. Managers are responsible for developing strategies and plans for their specific markets or customers.
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Managing the Marketing Effort
Marketing Department Organization
Customer management involves a customer focus and not a
product focus for managing customer profitability and
customer equity.
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Managing the Marketing Effort: 4- Marketing Control
Controlling is measuring and evaluating results and
taking corrective action as needed
• Operating control
• Strategic control
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Operating control involves checking ongoing performance against annual plan and taking corrective action as needed
Strategic control involves looking at whether the company’s basic strategies are well matched to its opportunities
Managing the Marketing Effort: 4- Marketing Control
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Marketing audit
Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s environment, objectives, strategies, and activities to determine problem areas and opportunities
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Measuring and Managing Return on Marketing Investment (ROI)
Return on marketing investment is the net return from a
marketing investment divided by the costs of the marketing
investment. Marketing ROI provides a measurement of the
profits generated by investments in marketing activities.
Managing the Marketing Effort: 4- Marketing Control
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Measuring and Managing Return on Marketing Investment Customer-Centered Measures
• Customer acquisition• Customer retention• Customer lifetime value
Managing the Marketing Effort: 4- Marketing Control