Angustia ch 2 developing marketing stratigies and plans

648
-1

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
648
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Angustia ch 2 developing marketing stratigies and plans

  1. 1. Top 10 ConceptsDeveloping Marketing Strategies and Plans<br />Bernadette C. Angustia<br />Ateneo School of Medicine and Public Health<br />
  2. 2. Outline:<br />Core Compitencies<br />Strategic Marketing Plan<br />Defining Corporate Mission<br />Marketing Definition vs. Product Definition<br />Strategic Business Unit (SBU)<br />
  3. 3. Outline:<br />6. Assessing Growth Opportunities<br />7. SWOT<br />8. Goal Formulation<br />9. Strategic Formulation<br />10. Program Implementation<br />
  4. 4. Concept 1:Core Competencies make up the essence of business<br />Kotler: Nike<br />Local: Bench<br />Medical: GSK Meds<br />
  5. 5. Concept 2: Strategic Marketing lays out the value proposition the firm will offer<br />Kotler: Intel microprocessor<br />Local: Mr.Quikie<br />Med: Unilab<br />
  6. 6. Concept 3: Define Corporate Mission<br />Kotler: Sony<br /> -Personal portable sound<br />Local: AYALA<br /> - Pioneering the Future<br />Medical: PhilHealth<br />
  7. 7. Concept 4:Marketing Def’n of a business is superior to Product Def’n<br />Kotler: Xerox <br /> We help improve office productivity<br />Local: Jolibee <br /> Happiness in every moment<br />Medical: Pfizer<br /> Help people improve their health<br />
  8. 8. Concept 5:Establishing Strategic Business Units<br />Kotler: General Electric<br />Proctor&Gamble<br />Sanofi Phils<br />
  9. 9. Concept 6:Assess growth opportunities to come up with new strategies.<br />Kotler: Starbucks<br />Local: CDO ulam burger<br />Medical: Viagra<br />
  10. 10. Concept 7:SWOT Analysis<br />Kotler: Loan Bright<br />Local: PLDT<br />Medical: Siemen’s<br />
  11. 11. Concept 8:Goal Formulation- developing specific goals for the planning period.<br />Kotler: Compaq<br />Local: Knorr Soup<br />Medical: GE Medical<br />
  12. 12. Concept 9:Strategic formulation, a game plan for getting there<br />Kotler: Belkin corp.<br />Local: Kenny Rogers<br />Medical: Belo medical<br /> Group<br />
  13. 13. Concept 10:Program Implementation requires a dynamic relationship among stakeholders.<br />International: Google<br />Local: Rustan’s Starbucks<br />Medical: The Medical City<br />
  14. 14. Summary:Developing Marketing Strategies and Plans<br />Core Compitencies<br />Strategic Marketing Plan<br />Defining Corporate Mission<br />Marketing Definition vs. Product Definition<br />Strategic Business Unit (SBU)<br />
  15. 15. Summary:Developing Marketing Strategies and Plans<br />6. Assessing Growth Opportunities<br />7. SWOT<br />8. Goal Formulation<br />9. Strategic Formulation<br />10. Program Implementation<br />
  16. 16. My Conclusion:Developing Marketing Strategies and Plans<br />Developing Marketing Strategies and plans is not all about what looks good and fun.<br />It takes proper attention to detail and a bit of pnash!<br />
  17. 17. Top 10 ConceptsDeveloping Marketing Strategies and Plans<br />Bernadette C. Angustia<br />Ateneo School of Medicine and Public Health<br />

×