Top 2 concepts for Chapter 2

1. TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
Sue Ann P. Silubrico
March 31, 2011
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2. Ch 2: Developing Marketing
Strategies and Plans
Developing Marketing
Strategies Plans
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3. Outline:
TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
 What are the Dimensions that define a Business?
 What are Porter’s Generic Strategies?
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4. Concept 1: What are the Dimensions That
Define a Business
Customer Groups
Customer
Needs Technology
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5. Concept Example
Who are the Customer group?
We are the group, retailer
Customers Seeks to attract and satisfy
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6. Concept Example
What are the Customer needs?
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7. Concept Example
Service:
 Car broke down Towed
Fixing
Fixed
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8. Concept Example
Goods:
Coffee bean Grind coffee bean filtered Pour
Drink
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9. Concept Example
Technology:
Makes your life easier…
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10. Concept 2: Porter’s Generic Strategies
Overall cost Leadership
Differentiation
Focus
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11. Concept Example
What is Overall Cost Leadership?
 The company seeks to gain greater market share
 Increase their sales
 To have lower prices than the competition
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12. Concept Example
What is Differentiation?
 Product or service that offers unique attributes.
 Valued by customers
 Competitive advantage is based on superior products or service.
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13. Concept Example
What is Focus?
 Concentrates on meeting specialized needs of its
customers
 Focus on specific customers or markets
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14. Concept Example
Focus:
Dell Computer’s
strategy is highly
focused around the
efficient sale and
manufacture of
computers and
computer peripheral
devices
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15. Summary
Execute an Effective Marketing
Strategy and Plan
 1. Identify effective generic strategies.
 2. Master the dimension that define the
business
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16. TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
Sue Ann P. Silubrico
March 31, 2011
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http://suesilubrico.blogspot.com/