MARKETING STRATEGY

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KRUPA A. RAI

THREE KEY STAGES

KRUPA A. RAI

1. PREPARING FOR THE MARKETING STRATEGY2. DEVELOPING THE MARKETING STRATEGY

(SCORPIO)3. FROM MARKETING TO TACTICS

PREPARING FOR THE MARKETING STRATEGY

KRUPA A. RAI

Shareholder Value

Long term

financialobjective

Other stakeholder’s

requirements

Personal value of key implementers

Leadership/

MissionVision

The Internal Business Drivers

KRUPA A. RAI

StrengthAnd

Weaknesses

CompetitiveOpportunities

OpportunitiesAnd

Threats

StructuralOpportunities

Industry Analysis

EnvironmentAudit

Resource/performance

Audit

CompetitorAnalysis

Customer and

marketOrientati

on

ExternalFocus

The External Environment

KRUPA A. RAI

Competitive Strategy

SustainableCompetitiveAdvantage

The Business Strategy

The BusinessObjectives

The Business Strategy

DEVELOPING MARKETING STRATEGY

KRUPA A. RAI

SCORPIO Model

The Marketing Objective

Organization Structure & Culture

Segmentation

Andtargeting

Industry or

Market

The

Customer

Customer

Retention

Positioning &

branding

Offerings

From Market Strategy to tactics

KRUPA A. RAI

Finance Objectives

& Strategy

ITObjective &

strategy

Operations objectives& Strategy

HR Objectives & Strategy

ProductPolicy

Price Policy

Place(Distributio

n)Policy

PeoplePolicy

ProcessPolicy

PhysicalEvidenceStrategy

Promotion

Strategy

The marketing Plans, Programmes and Implementation

The Customer

KRUPA A. RAI

Examples

Earn

KRUPA A. RAI

Our Compass ‘Winning with’ pillars:

Winning with brands and innovation

Winning in the market place

Winning through continuous

improvementWinning with people

KRUPA A. RAI

KRUPA A. RAI

KRUPA A. RAI

KRUPA A. RAI

KRUPA A. RAI

KRUPA A. RAI

KRUPA A. RAI