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AGo-Vicencio: Developing Marketing Strategies & Plans
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AGo-Vicencio: Developing Marketing Strategies & Plans

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  • 1. TOP 10 CONCEPTS in Developing Marketing Strategies & Plans Presented by: Assertive Amabelle Go-Vicencio 2010 AGSB: Marketing Management Prof. Remigio Joseph De Ungria Jr. TEAM
  • 2.
    • Marketing & Customer Value (What & How)
    • Corporate & Division Strategic Planning (How)
    • Business Unit Strategic Planning (How)
    • Product Planning (How)
    OUTLINE
  • 3. MARKETING & CUSTOMER VALUE
  • 4. Value Delivery Process CHOOSING THE VALUE SEGMENTING, TARGETING, POSITIONING COMMUNICATING THE VALUE
  • 5. Value Chain PRIMARY ACTIVITIES SUPPORT ACTIVITIES
  • 6. Core Competencies COMPETITIVE ADVANTAGE APPLICATIONS ACROSS MULTIPLE MARKETS COMPETITION CAN’T IMITATE
  • 7. Holistic Marketing Orientation & Customer Value VALUE EXPLORATION VALUE CREATION VALUE DELIVERY
  • 8. Central Role of Strategic Planning
  • 9. CORPORATE & DIVISION STRATEGIC PLANNING
  • 10. Defining the Corporate Mission GOALS COMPANY POLICIES & VALUES COMPETITIVE SPHERE WHERE COMPANY OPERATES LONG-TERM VIEW Keep It Short & Sweet
  • 11. Strategic Business Units Establishing,Assigning Resources & Assesing Growth Opportunities INDEPENDENT UNIT OWN SET OF COMPETITORS OWN MANAGER
  • 12. BUSINESS UNIT STRATEGIC PLANNING
  • 13. SWOT Analysis THREATS OPPORTUNITIES EXTERNAL WEAKENESS STRENGHTS INTERNAL
  • 14. Goal Formulation & Strategic Formulation = + + + GOALS = STRATEGY
  • 15. PRODUCT PLANNING: Marketing Plan
  • 16. Marketing Plan
  • 17.
    • Marketing & Customer Value (What & How)
    • Corporate & Division Strategic Planning (How)
    • Business Unit Strategic Planning (How)
    • Product Planning (How)
    SUMMARY

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