Chapter 2

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Chapter 2

  1. 1. Strategic marketing Chapter 2
  2. 2. A Empresa e o seu Ambiente EMPRESA AMBIENTE SECTORIAL Clientes Concorrentes Fornecedores Objectivos e valores Recursos e capacidades Organização: Estrutura, sistemas e estilo ESTRATÉGIA Prof.Doutor Luis Fé de Pinho -2001
  3. 3. Planning process <ul><li>Analysis </li></ul><ul><ul><li>Company situation, opportunities, environmental analysis. </li></ul></ul><ul><li>Planning </li></ul><ul><ul><li>Decisions regarding business units, emphasis upon products and brands. </li></ul></ul><ul><li>Implementation </li></ul><ul><ul><li>Plans actioned </li></ul></ul><ul><li>Control </li></ul><ul><ul><li>Measurement and evaluation of plans and activities. </li></ul></ul><ul><ul><li>Corrective action where necessary. </li></ul></ul>
  4. 4. Critical questions for mission development: <ul><ul><li>The following questions should be asked: </li></ul></ul><ul><ul><ul><li>What business are we in? </li></ul></ul></ul><ul><ul><ul><li>Who are our customers? </li></ul></ul></ul><ul><ul><ul><li>What are we in business for? </li></ul></ul></ul><ul><ul><ul><li>What sort of business are we? </li></ul></ul></ul>
  5. 5. Strategic Audit <ul><ul><li>Internal and external audit </li></ul></ul><ul><ul><ul><li>External Audit </li></ul></ul></ul><ul><ul><ul><ul><li>reviews the macro-environment </li></ul></ul></ul></ul><ul><ul><ul><li>Internal Audit </li></ul></ul></ul><ul><ul><ul><ul><li>Examines all aspects of the company. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Michael Porter’s ‘Value Chain’ which includes ‘inbound logistics’ such as procurement, operations and production and ‘outbound logistics’ such as sales, marketing and customer service </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Financial management reports </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>profit & loss statement </li></ul></ul></ul></ul></ul>
  6. 6. The SWOT analysis <ul><li>Strengths and Weaknesses </li></ul><ul><ul><li>List the most critical and grade them </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><ul><ul><ul><li>Economic climate </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Demographic changes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Market dynamics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Technology </li></ul></ul></ul></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Assessed in terms of likelihood and potential damage </li></ul></ul><ul><ul><ul><ul><ul><li>Competitive activity </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Channel pressure </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Demographic changes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Politics </li></ul></ul></ul></ul></ul>
  7. 7. Portfolio analysis <ul><li>The business portfolio: </li></ul><ul><ul><li>The collection of businesses and products that make up the company </li></ul></ul><ul><li>Portfolio analysis: </li></ul><ul><ul><li>Step 1: </li></ul></ul><ul><ul><li>Analyse the current business portfolio </li></ul></ul><ul><ul><li>Step 2: </li></ul></ul><ul><ul><li>Shape the future business portfolio </li></ul></ul>
  8. 8. The BCG growth-share matrix Figure 2.3  The BCG growth–share matrix
  9. 9. GE’s strategic business-planning grid Figure 2.4 GE’s strategic business-planning grid
  10. 10. Developing strategies <ul><ul><li>Market penetration </li></ul></ul><ul><ul><li>Market development </li></ul></ul><ul><ul><li>Diversification </li></ul></ul>
  11. 11. Developing growth strategies: Product/market expansion grid Figure 2.5  Product/market expansion grid
  12. 12. Marketing planning <ul><li>Marketing plays a key role in the strategic planning process </li></ul><ul><li>Marketing must work with other functions to develop a system of plans that will best accomplish the firm’s overall objectives and achieve customer satisfaction </li></ul>
  13. 13. The marketing plan <ul><li>Executive summary </li></ul><ul><li>Current marketing situation </li></ul><ul><li>SWOT analysis </li></ul><ul><li>Objectives and issues </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Action programmes </li></ul><ul><li>Budgets </li></ul><ul><li>Controls </li></ul>

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