v47 ch2 dev marketing strategies lesley yu
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Lesley Ann P. YuAteneo Graduate School of Business
Developing Marketing Strategies and Plans
Top 10 Concepts
Outline: Developing Marketing Strategies and Plans
1) The Value Delivery Process (what?)
2) Value Chain as a Tool (how?)
3) Importance of Core Competencies (why?)
4) Holistic Marketing Approach (how?)
5) The Use of a Marketing Plan (what?)
Outline: Developing Marketing Strategies and Plans
6) Strategic Planning in the Company (how?)
7) A Company’s Organization (what?)
8) Innovation in Marketing (what?)
9) Business Unit Strategic-Planning (how?)
10) The Product Planning Stage (what?)
Marketing is about..
Satisfying a customer’s needs..
and wants.
Delivering customer value at a profit.
3 Phases of the Value Delivery Process. .
1) Choosing the Value
2) Providing the Value
3) Communicating the Value
Brings Quality, Customer Service and Marketing together.
Concept 1:
The Value Delivery Process is used to create Customer Value
The success of a firm depends on. .
Ability to look for competitive advantages
How well departments work together
Create a Supply Chain
Concept 2:
Value Chain as a tool is used to identify more ways to create value.
Concept 3:
Importance of Core Competencies
Core Competencies results in core products that enable value creation in the end products.
coatings & adhesive
3 Characteristics Use for competitive advantage Wide market application Difficult to imitate
Concept 4:
The Holistic Marketing approach..
3 Integrating Key Elements
1) Value Exploration
2) Value Creation
3) Value Delivery
Identify new value opportunities.
Efficiently create more promising new value offerings.
Using its capabilities and infrastructure to deliver the new value offerings.
Helps capture customer value
Concept 5:
The Use of a Marketing Plan
Helps a company reach its marketing objectives.
Strategic
2 levels of a marketing plan
TacticalProduct features, promotion, merchandising, pricing, sales channels and service
Target Markets and Value Proposition
Concept 6:
Strategic Planning in the Company
4 Planning Activities to help set goals and strategies
1) Defining Corporate Mission
2) Establishing Strategic Business Units (SBU)
3) Assigning Resource to each SBU
4) Assessing Growth Opportunities
Concept 7:
A Company’s Organization
Successfully implementing a new strategy requires understanding a company’s organization.
An Organization consists of:
StructuresPoliciesCorporate Culture
Concept 8:
Innovation in Marketing is..
Finding new imaginative ideas on strategy making and implementation
Concept 9:
Business Unit Strategic Planning consists of..
BusinessMission
SWOT
GoalFormulation
StrategyFormulation
ProgramFormulation
Implementation
Feedbackand
Control
Strength, Weakness, Opportunities, Threats
Develop specific goals
Guidelines for the goals
Strengthen Departments
Determines Costs
Adapting to Change
Define specific mission
Concept 10:
Product Planning to achieve goals
Each product level requires a marketing plan to determine lines, brands, channels or customer groups.
Summary: Successful Strategy and Plan Making..
1) Creates Customer Value
2) Identifying Tool
3) Core Competencies as Competitive Advantage
4) Expand, Loyalty, Lifetime Value
5) Reach Marketing Objectives
Summary: Successful Strategy and Plan Making
6) Respond to Changing Needs
7) Adapt to the Changing Environment
8) Find new ideas for strategy making
9) Sets Goals for the Unit
10) Sets Goals for each Product levels
Market & Customers
Conclusion: Role of Strategic Planning in Marketing..
Successful marketing requires:Understanding Customer ValueCreating Customer ValueDelivering Customer ValueCapturing Customer ValueSustaining Customer Value
Company
Unit
Product
Lesley Ann P. YuAteneo Graduate School of Business
Developing Marketing Strategies and Plans
Top 10 Concepts