marketing leading strategy management

7/25/2019 Marketing Leading Strategy Management

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GRAHAM HOOLEY NIGEL F. PIERCY BRIGETTE

NICOULAUD

1Market-led strategicmanagement


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Introduction

Marketing, centering on identifyingand satisfying customerrequirements at prot

In greyser terms, marketingmigrated from being functionaldiscipline to how business should be

run More than paying lip service to

marketing6-2


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DOYLE DISTINGUISHESBETWEEN THEFOLLOWING

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Radical strategies

ompanies achieve spectaculargrowth in sales and prots withoutbuilding customer value through

superior products !cquisition based

Marketing department based "#igh level

of advertising, proliferating productlines$

%ublic relations based "media hype toattract customers$

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Rational strategies

#igh short term performance throughproducts cheaper than traditionalcompetitors Ma&or innovations in technology,

marketing methods or distributionchannels

!mstrad in electronics, and personalcomputers "%s$, sock shop in specialtyretailing

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Robust strategies

ompanies achieve steadyperformance over long period bycreating superior customer value and

building long'term customerrelationships( )uperior customer value, long'term

investments in relations with suppliers,distributors and o*er long'termadvantage

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WEBSTER PROPOSESMARKETING AS A SET OFPROCESSES

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+alue'dening processes

%rocesses that enable theorganiation to understand itsenvironment in which it operates

better "understand resources andcapabilities$ )uch as market research, buying

behavior, product use and so on

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+alue developing processes

%rocesses that create valuethroughout the value chain %rocurement strategy, vendor selection,

strategic partnership with serviceproviders etc(

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+alue'delivery processes

%rocesses that enable the delivery ofvalue to customers )ervice delivery, customer relationship

management, management ofdistribution and logistics,communication processes "such asadvertising and sales promotion$ andcustomer support services etc(

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THE MARKETING CONCEPTAND MARKETORIENTATION

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-enition of marketing

-enition from .errell and /ucas"0123$4

Marketing is the process of planningand e5ecuting the conception,pricing, planning and distribution ofideas, goods and services to create

e5changes that satisfy individual andorganiational ob&ectives(

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Providersgoas

)urvival.inancial

)ocial)piritual

C!s"o#ersgoas

)olutions6enets

7ell'being

Offers

Services, pr!"c#s$

customers &providers satisfaction

Responses

P"rc%&ses, s"ppr#

Fi'"re (.( M!e) * +"#"& ) ) -ee* ic i& ) e/c%&'es


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Marketing concept

Marketing involves the following4 organisational culture4 set of values and

beliefs for the organisation to serve

customers needs strategy4 develop e*ective responses to

changing market environments bydening market segments, anddeveloping and positioning producto*erings for targets

tactics4 concerned activities of product

management, pricing, distribution and6-14


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Market orientation

%hilosophy of marketing into reality

-enition from 8ohli and 9aworski"011:$4 Market orientation are activities toward

developing an understanding ofcustomers current and future needs(

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t t t


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omponents an conte5t omarket orientation are

proposed4 ustomer orientation ;nderstanding costumers to create superior

value

ompetitor orientation !wareness of the short'long term competitor


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ustomerorientation

Interfunctional

cordination

.ocus on thelong term

ompetitororientation

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Market-led

organizational

culture

Fi'"re (.0 C+pe#s &! c#e/ # * +&r1e#

r ie #& # i


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Resource based view ofmarketing

.ocus on >core competencies

marketing leading strategy management

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