chapter 2 developing marketing strategies and plans_grp1
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Developing Marketing Strategies and Plans
Chapter 2Group 1Pushpa BelbaseWindell De Vera
Anne Maureen Nilo Jeanna Santos-Suarez
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How are Marketing Strategies and Plans Developed?
A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning
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A. Marketing is about satisfying consumers’ needs and wants.
V VV The task of any business is to
deliver
customer value at a profit
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V VVB. Holistic Marketing Orientation helps capture customer value
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Holistic Marketing Orientation succeeds by managing a superior value chain
V VVProduct Quality
Service
Speed
This value chain delivers a high level of product quality, service and speed
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V VVHolistic Marketing Orientation is
designed to address 3 Key Management Questions
Value Delivery
Value Creation
Value Exploration
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C. Successful marketing requires companies to prioritize Strategic Planning
Strategic
Planning
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Strategic Planning : 1st Corporate & Division Planning
Corporate & Division Planning
SBUIIDntensive
ntegrative
iversification
1. Defining Corporate Mission
2. Establishing SBUs3. Assigning resources
to SBUs4. Assessing growth
opportunities
a) Industryb) Products and
applicationsc) Competenced) Market Segmente) Verticalf) Geographical
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Corporate & Division
Business PlanningGOAL
FORMATION
STRATEGIC FORMATION
PROGRAM FORMATION &
IMPLEMENTATION
FEEDBACK & CONTROL
Strategic Planning : 2nd Business Planning
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Corporate & Division
Business
Product Planning
MARKETING PLAN
Strategic & Tactical Levels
Contents
Strategic Planning : 3rd Product Planning
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Corporate & Division
Business
Product
MARKETING PLAN and its CONTENTS
Strategic Planning
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CONCEPT SUMMARY
Model
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Effective Strategic Planning achieves Marketing’s goal for CUSTOMER VALUE
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Chapter 2 - Individual Works
Group 1V57
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By Windell G. de Vera
Individual Work
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DEVELOPING MARKETINGSTRATEGIESAND PLANS
(Chapter 2 – Group 1)
Windell G. de VeraApril 27, 2012
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1. What?2. Why?3. How:
a. Holistic marketing
b. Marketing plan
1. Strategic
2. Tactical
c. Marketing plan contents
4. Summary
Outline:
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1. Marketing is satisfying customers’ needs, wants and demands.
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2. The task of any business is to deliver customer value at a profit.
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3a. Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.
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3b. A marketing plan is the central instrument for directing and coordinating the marketing effort.
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3b1. Strategic marketing plan lays out the target markets and the value proposition that will be offered, based on analysis the best opportunities.
Target marketing decisions Value proposition Analysis of marketing opportunities
Strategic:
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3b2. Tactical marketing plan specifies the marketing tactics.
Product features Promotion Merchandising Pricing Sales channels Services
Tactical:
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Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation
controls
4. Marketing Plan Contents
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Summary:1. Marketing is satisfying customers’ needs, wants and demands.
2. A marketing plan is the central instrument for directing and coordinating the marketing effort.
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DEVELOPING MARKETINGSTRATEGIESAND PLANS
(Chapter 2 – Group 1)
Windell G. de Vera
April 27, 2012
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By Anne Maureen S. Nilo
Individual Work
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Developing Marketing Strategies and Plans
Anne Maureen S. Nilo
April 27, 2012
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1. Marketing Plan
A marketing plan is the central instrument for
directing and coordinating the marketing effort.
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2. It operates at a strategic and tactical level.
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3. Strategic: Target Market
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4. Strategic: Value Proposition
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5. Strategic: Analysis of Marketing Opportunities
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6. Tactical: Product Features
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7. Tactical: Promotion
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8. Tactical: Merchandising
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9. Tactical: Pricing
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10. Tactical: Sales Channels
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11. Tactical: Service
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12. 3 V’s Approach to Marketing
VVV
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13. 3 V’s: Value Segment
VVV
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14. 3 V’s: Value Proposition
VVV
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15. 3 V’s: Value Network
VVV
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16. Value Chain
VVV
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16. Value Chain
VVVPrimary Activitie
s
Support Activitie
s
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By Pushpa Belbase
Individual Work
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Developing Market Strategies and Plans
Pushpa Belbase April 26th 2012
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Developing Market Strategies and Plans
Creating Customer ValueStrategic PlanningMarketing Plan
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Creating Customer Value
Customers want goods that provide good value at competitive prices at their desired location – a business aims to deliver all three.
Value
Price
Product
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Marketing Plan
Sales Channel
Product features
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Strategic Planning
Business process
SWOT
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Model Summary
Customer GroupCustomer NeedCost
DeliveryTechnology
Marketing StrategyPlanBusiness ProcessOpportunitySWOT Analysis
Logistics Products
SWOT
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By Jeanna Marie Santos-Suarez
Individual Work
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Developing Marketing Strategies and Plans
Chapter 2Jeanna Marie Santos-Suarez V57
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How are Marketing Strategies and Plans Developed?
A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning
www.yourwebsite.com
A. Marketing is about satisfying consumers’ needs and wants.
V VV The task of any business is to
deliver
customer value at a profit
www.yourwebsite.com
V VVB. Holistic Marketing Orientation helps capture customer value
www.yourwebsite.com
Holistic Marketing Orientation succeeds by managing a superior value chain
V VVProduct Quality
Service
Speed
This value chain delivers a high level of product quality, service and speed
www.yourwebsite.com
V VVHolistic Marketing Orientation is
designed to address 3 Key Management Questions
Value Delivery
Value Creation
Value Exploration
www.yourwebsite.com
C. Successful marketing requires companies to prioritize Strategic Planning
Strategic
Planning
www.yourwebsite.com
Strategic Planning : 1st Corporate & Division Planning
Corporate & Division Planning
SBUIIDntensive
ntegrative
iversification
1. Defining Corporate Mission
2. Establishing SBUs3. Assigning resources
to SBUs4. Assessing growth
opportunities
a) Industryb) Products and
applicationsc) Competenced) Market Segmente) Verticalf) Geographical
www.yourwebsite.com
Corporate & Division
Business PlanningGOAL
FORMATION
STRATEGIC FORMATION
PROGRAM FORMATION &
IMPLEMENTATION
FEEDBACK & CONTROL
Strategic Planning : 2nd Business Planning
www.yourwebsite.com
Corporate & Division
Business
Product Planning
MARKETING PLAN
Strategic & Tactical Levels
Contents
Strategic Planning : 3rd Product Planning
www.yourwebsite.com
Corporate & Division
Business
Product
MARKETING PLAN and its CONTENTS
Strategic Planning
www.yourwebsite.com
CONCEPT SUMMARY
Model
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Effective Strategic Planning achieves Marketing’s goal for CUSTOMER VALUE