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Similar a 2. Strategic Marketing.ppt (20)
2. Strategic Marketing.ppt
- 3. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 38
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?
- 4. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 38
The Value Delivery Approach
Value
Choose
Provide
Communicate
- 5. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 38
The Value Chain
Procurement
Human Resource management
Technological Development
Infrastructure
Support
Activities
Primary
Activities
Service
Marketing
Outbound
Logistics
Operations
Inbound
Logistics
Margin
- 6. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 38
Core Business Processes
Customer relationship
management
Customer
acquisition
Market-sensing
New-offering
realization
Fulfillment
management
- 7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 38
Core Competencies
Contributes to
perceived
customer benefits
Useful in a
wide variety
of markets
Difficult to
imitate
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Holistic Marketing
Value
Creation
Value
Delivery
Value
Exploration
- 9. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 38
Strategic Planning
Businesses as
investment portfolio
Assessing each
business’s strength
Establish a strategy
- 10. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 38
Strategic Planning, Implementation,
and Control Processes
- 11. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 38
Marketing Plan
• Directs and coordinates the
marketing effort
• Product Line or Brand Level
• Strategic and Tactical levels
- 12. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 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
- 13. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 38
Corporate Strategic Planning
Define corporate mission
Establish SBU’s
Assign resources to SBU’s
Assess growth opportunities
1
2
3
4
- 14. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 38
Defining the Corporate Mission
What is our
business?
Who is the
customer? What is of
value to the
customer?
What will our
business be?
What should
our business
be?
- 15. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 38
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
Characteristics of good mission statements:
- 16. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 38
To build total brand value by innovating to
deliver customer value and customer
leadership faster, better, and more
completely than our competition
Vague Mission Statement
- 17. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 38
GOOGLE’S Mission Statement
To organize the world’s information
and make it universally accessible
and useful.
- 18. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 38
Vague Philosophy
We build brands and make the world
a little happier by bringing our best
to you.
- 19. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 38
GOOGLE’s Philosophy
Never settle for the best.
1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. 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.
- 20. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 38
Strategic Business Units (SBU)
Three Characteristics of an SBU:
A single business or
collection of related
businesses
Unique competitors
Leader responsible
for planning and
profitability
- 21. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 38
Defining Strategic Business Units
Technology
Customer groups
Customer needs
- 22. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 38
Company Product Definition Market Definition
Union Pacific We run a railroad. 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.
Encyclopaedia
Britannica
We sell encyclopedias We distribute information.
Carrier
We make air conditioners
and furnaces.
We provide climate control in the
home.
Strategic Business Units
- 23. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 38
Assigning Resources
HIGH
MED
LOW
HIGH
MED
LOW
GE/McKinsey Matrix
Industry Attractiveness
Business
Position
Boston Consulting Group Matrix
- 24. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 38
Assessing Growth Opportunities
Opportunities
New
Businesses
Eliminate
Businesses
Downsizing
- 25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 38
The Strategic-Planning Gap
- 26. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 38
Intensive Growth
Products
Current
Markets
Market
Penetration
Market
Development
Product
Development
Diversification
New
Current
New
Product-Market Expansion Grid
- 27. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 38
Integrative Growth
Business
Competitor
Supplier Wholesaler
- 28. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 38
Diversification Growth
- 29. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 38
Corporate Culture
… is the shared experiences, stories, beliefs, and
norms that characterize an organization.
- 30. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 38
Marketing Innovation
Identify and encourage new ideas
Scenario Analysis
- 31. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 38
Business Unit Strategic Planning
- 32. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 32 of 38
Opportunity and Threat Matrices
- 33. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 33 of 38
SWOT Analysis
T
Threat
External
Internal
S
Strength
W
Weakness
O
Opportunity
- 34. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 34 of 38
Goal Formulation
Ranked
Realistic
Quantified
Consistent
- 35. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 35 of 38
Strategy Formulation
Porter’s Generic Strategies
Strategic Alliances
- 36. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 36 of 38
Program Formulation and Implementation
- 37. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 37 of 38
Feedback and Control
Strong leadership
- 38. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 38 of 38
Product Planning
Marketing Plans
Executive Summary and table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls