Chapter 2 Developing Marketing Strategies and Plans

Phillip

Kevin Lane

Kotler • Keller Marketing Management • 14e

h C

p a

r e t 2

Developing Marketing Strategies and Plans

Discussion Questions 1. How does marketing affect customer value? 2. How is strategic planning carried out at different levels of the organization? 3. What does a marketing plan include? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 3 of 38

The Value Delivery Approach

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 4 of 38

The Value Chain

Support Activitie s

Inbound Outboun Operation Marketin Service Logistic d s g s Logistics Procurement Human Resource management Technological Development Infrastructure


Margin

Primary Activitie s

Slide 5 of 38

Core Business Processes Fulfillment managemen t

Customer relationship management Customer acquisition

Newoffering realization Marketsensing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 6 of 38

Strategic Planning Businesses as investment portfolio Assessing each business’s strength Establish a strategy Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 7 of 38

e r u g .1 i F 2

Strategic Planning, Implementation, and Control Processes


Slide 8 of 38

Marketing Plan • Directs and coordinates the marketing effort • Product Line or Brand Level • Strategic and Tactical levels


Slide 9 of 38

Levels of a Marketing Plan • Strategic – Analysis of marketing opportunities – Target marketing decisions – Value proposition


• Tactical – – – – – –

Product features Promotion Merchandising Pricing Sales channels Service

Slide 10 of 38

Corporate Strategic Planning 1

Define corporate mission

2

Establish SBU’s

3

Assign resources to SBU’s

4

Assess growth opportunities


Slide 11 of 38

Defining the Corporate Mission

What is our business ? What should our business

Who is the customer ?


What is of value to the customer?

What will our business

Slide 12 of 38

Mission Statements Characteristics of good mission statements: 1. Focus on a limited number of goals 2. Stress major policies and values 3. Define major competitive spheres 4. Take a long-term view 5. Short, memorable, meaningful Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 13 of 38

Vague Mission Statement

To build total brand value by innovating to deliver customer value and customer leadership faster, better, and more completely than our competition


Slide 14 of 38

GOOGLE’S Mission Statement To organize the world’s information and make it universally accessible and useful.


Slide 15 of 38

Vague Philosophy We build brands and make the world a little happier by bringing our best to you.


Slide 16 of 38

GOOGLE’s Philosophy Never settle for the best. 1. 2. 3. 4. 5.

Focus on the user and all else will follow. It’s best to do one thing really, really well. Fast is better than slow. Democracy on the web works. You don’t need to be at your desk to need an answer. 6. You can make money without doing evil. 7. There is always more information out there. 8. The need for information crosses all borders. 9. You can be serious without a suit. 10.Great just isn’t good enough. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 17 of 38

Strategic Business Units (SBU) Three Characteristics of an SBU: Unique competitors

A single business or collection of related businesses Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Leader responsible for planning and Slide 18 of 38

Defining Strategic Business Units Customer groups

Customer needs Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Technology Slide 19 of 38

Strategic Business Units Company

Product Definition

Union Pacific We run a railroad.

Market Definition

We are a people-and-goods mover.

Xerox

We make copying equipment.

We help improve office productivity.

Hess Corporation

We sell gasoline.

We supply energy.

Paramount Pictures

We make movies.

We market entertainment.

Encyclopaed We sell encyclopedias ia Britannica Carrier

We make air conditioners and furnaces.


We distribute information. We provide climate control in the home. Slide 20 of 38

Assigning Resources

MED

Boston Consulting Group Matrix

LOW

Business Position

HIGH

GE/McKinsey Matrix

LOW

MED

HIGH

Industry Attractiveness


Slide 21 of 38

Assessing Growth Opportunities


Slide 22 of 38

e r u g Fi 2.2

The Strategic-Planning Gap


Slide 23 of 38

Intensive Growth

New Current

Markets

Product-Market Expansion Grid Market Developme nt

Diversificat ion

Market Penetration

Product Developme nt

Current

New

Products Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 24 of 38

Integrative Growth

Business

Wholesal er

Competitor


Slide 25 of 38

Diversification Growth

w e N

o p Op

ty i n u rt


Slide 26 of 38

Corporate Culture

… is the shared experiences, stories, beliefs, and norms that characterize an organization.


Slide 27 of 38

Marketing Innovation

Identify and encourage new ideas

Scenario Analysis


Slide 28 of 38

e r u g Fi 2.3

Business Unit Strategic Planning


Slide 29 of 38

e r u g Fi 2.4

Opportunity and Threat Matrices


Slide 30 of 38

External

Internal

SWOT Analysis

SW OT

Strength

Weakness

Opportunit y

Threat


Slide 31 of 38

Goal Formulation Ranked

Consisten t

Quantifie d

Realistic Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 32 of 38

Strategy Formulation Porter’s Generic Strategies

Strategic Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 33 of 38

Program Formulation and Implementation


Slide 34 of 38

Feedback and Control


Strong leadership

Slide 35 of 38

Product Planning Marketing Plans


Slide 36 of 38

Chapter 2 Developing Marketing Strategies and Plans

Recommend Documents