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  • Scott Duncan Marketing Strategy

    Welcome to Marketing Strategy sduncan@culturecalling.com

  • Scott Duncan Marketing Strategy

    Class Dates & Times

  • Scott Duncan Marketing Strategy

    Class Dates & Times

  • Scott Duncan Marketing Strategy

    http://mkstrat.wordpress.com Questions: sduncan@culturecalling.com

    Put Marketing Strategy in the heading

    Class Website

  • Scott Duncan Marketing Strategy

    http://mkstrat.wordpress.com

  • Scott Duncan Marketing Strategy

    Syllabus

  • Scott Duncan Marketing Strategy

    50% from contrle continu and your final project 50% from the final exam

    I do not know the date

    Your Grade

  • Scott Duncan Marketing Strategy

    Teams

  • Scott Duncan Marketing Strategy

    Group 1

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    Group 2

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    Group 3

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    Group 4

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    The process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment Customers

    the focal point of all marketing activities

    What is Marketing?

  • Scott Duncan Marketing Strategy

    What is Marketed?

  • Scott Duncan Marketing Strategy

    What is Marketed?

    Services

    Products

    Events

    Experiences

    People

    Places

    Ideas

  • Scott Duncan Marketing Strategy

    Key Customer Markets

    Consumer Business

    Global Non-profit

  • Scott Duncan Marketing Strategy

    Consumer purchases made by individual decision makers or a decision-making unit (family)

    Consumer Market

  • Scott Duncan Marketing Strategy

    B2B Focused on understanding business buying centers

    Business Market

  • Scott Duncan Marketing Strategy

    Requires a global mindset Think Global, Act Local

    Global product customized to local tastes

    Global Market

  • Scott Duncan Marketing Strategy

    Includes nonprofit, voluntary and government markets

    Nonprofit Market

  • Scott Duncan Marketing Strategy

    The Marketing Mix

  • Scott Duncan Marketing Strategy

    The 4Ps of the Marketing Mix The 4Ps of the Marketing Mix

  • Scott Duncan Marketing Strategy The 7Ps of the Marketing Mix

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    Marketing Strategy

  • Scott Duncan Marketing Strategy

    The Management Cycle

  • Scott Duncan Marketing Strategy

    An approach to business that incorporates all the interests of stakeholders in a business. It widens the view that a firm is responsible only to its owners Created by R. Edward Freeman (1984)

    Stakeholder Theory

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    A technique you can use to identify and assess the importance of key people, groups of people, or institutions that may significantly influence the success of your activity or project.

    Stakeholder Analysis

  • Scott Duncan Marketing Strategy

    Stakeholder Analysis

  • Scott Duncan Marketing Strategy

    Mission Statement & Objectives

    Company capabilities

    Environment

    Analysing competitors

    Culture, values and technology

    Political economy &

    created advantage

    Public policy, risk & regulation

    Product and brand strategies

    Market Selection

    Market entry

    Operations and

    performance

    Consumer products

    Strategic alliances

    Exporting

    Distribution

    Pricing

    Acquisitions and FDI

    Strategic market entry

    Selling and negotiations

    Assessing performance

    Services

    Part 1

    Part 2

    Part 3

    Part 4

    SBU & Situation Analysis

    Industrial products

    Brand

  • Scott Duncan Marketing Strategy

    Mission Statement & Objectives

    Company capabilities

    Environment

    Analysing competitors

    Culture, values and technology

    Political economy &

    created advantage

    Public policy, risk & regulation

    Product and brand strategies

    Market Selection

    Market entry

    Operations and

    performance

    Consumer products

    Strategic alliances

    Exporting

    Distribution

    Pricing

    Acquisitions and FDI

    Strategic market entry

    Selling and negotiations

    Assessing performance

    Services

    Part 1

    Part 2

    Part 3

    Part 4

    SBU & Situation Analysis

    Industrial products

    Brand

  • Scott Duncan Marketing Strategy

    Mission Statement & Objectives

  • Scott Duncan Marketing Strategy

    A mission statement is: A broad statement of the companys purpose Explains the purpose of the organization Provides direction for the entire company

    Mission Statement

  • Scott Duncan Marketing Strategy

    As a global eye care company, we will help consumers see, look, and feel better through innovative technology and design.

  • Scott Duncan Marketing Strategy

    Apple, Inc. is focused on providing innovative products and solutions to consumer, SMB, education, enterprise, government and creative customers that greatly enhance their evolving digital lifestyles and work.

  • Scott Duncan Marketing Strategy

    "To push the leading edge of aviation, taking huge challenges doing what others cannot do."

  • Scott Duncan Marketing Strategy

    To make people happy.

  • Scott Duncan Marketing Strategy

    48

    Three Guiding Principles: 1. Success depends on customer

    satisfaction 2. Consumer-oriented perspective 3. Avoid short-sighted, narrow-minded

    thinking

    Mission Statement

  • Scott Duncan Marketing Strategy

    Objectives

  • Scott Duncan Marketing Strategy

    The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The Company's primary financial goals are to maximize earnings and cash flow, and to allocate capital profitably toward growth initiatives that will drive long-term shareholder value.

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    Mission Statement & Objectives

    Company capabilities

    Environment

    Analysing competitors

    Culture, values and technology

    Political economy &

    created advantage

    Public policy, risk & regulation

    Product and brand strategies

    Market Selection

    Market entry

    Operations and

    performance

    Consumer products

    Strategic alliances

    Exporting

    Distribution

    Pricing

    Acquisitions and FDI

    Strategic market entry

    Selling and negotiations

    Assessing performance

    Services

    Part 1

    Part 2

    Part 3

    Part 4

    SBU & Situation Analysis

    Industrial products

    Brand

  • Scott Duncan Marketing Strategy

    Levels of Company Strategy

  • Scott Duncan Marketing Strategy

    SBU

  • Scott Duncan Marketing Strategy

    Operates as a company within a company A SBU is organized around some common element such as. Technology

    SBU

    Industry

    Target Market

    Customer need

    Strategic Business Units

  • Scott Duncan Marketing Strategy

    SBU 1 SBU 2 SBU 3 SBU 4 SBU 5

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

  • Scott Duncan Marketing Strategy

    Marketing Strategies at the SBU LEVEL

    Marketing managers focus on two key aspects of SBU strategies:

    1. Establish a competitive advantage

    Superior to or favorably different from competitors Examples include: price leadership, differentiation strategy

    2. Plan growth strategies

  • Scott Duncan Marketing Strategy

    Business-Level Strategies

    1 2

    3

  • Scott Duncan Marketing Strategy

    Company has lower cost than the competitor

    Cutting Cost Low customer loyalty

    Low-Cost Leadership

  • Scott Duncan Marketing Strategy

    Products designed to be unique Quality Design Brand image

    Differentiation

  • Scott Duncan Marketing Strategy

    Narrowly Defined Market Segment Low-cost leader Differentiating

    Focus Strategies

  • Scott Duncan Marketing Strategy

    Company has lower cost than the competitor

    Cutti

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