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Chapter 2 Developing Marketing Strategies and Plans_Grp1
 

Chapter 2 Developing Marketing Strategies and Plans_Grp1

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  • Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
  • Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
  • DEFINE the CORPORATE MISSION Four Planning Activities Good Mission Statements 1) focus on a limited number of goals 2) stresses the company’s major policies and values 3) defines the major competitive spheres within which the company will operateEstablishing SBUs 3 Characteristicssingle business, can be planned separatelyHas own set of competitorsHas a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitAssigning resources to SBUsAssessing growth opportunities
  • Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
  • Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
  • The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
  • The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
  • Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
  • Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
  • DEFINE the CORPORATE MISSION Four Planning Activities Good Mission Statements 1) focus on a limited number of goals 2) stresses the company’s major policies and values 3) defines the major competitive spheres within which the company will operateEstablishing SBUs 3 Characteristicssingle business, can be planned separatelyHas own set of competitorsHas a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitAssigning resources to SBUsAssessing growth opportunities
  • Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
  • Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls

Chapter 2 Developing Marketing Strategies and Plans_Grp1 Chapter 2 Developing Marketing Strategies and Plans_Grp1 Presentation Transcript

  • Developing MarketingStrategies and Plans Chapter 2 Group 1 Pushpa Belbase Windell De Vera Anne Maureen Nilo Jeanna Santos-Suarez yourwebsite.com www.
  • How are Marketing Strategies and Plans Developed?A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning yourwebsite.com www.
  • A. Marketing is about satisfyingconsumers’ needs and wants. The task of any business is to deliver at a profit yourwebsite.com www.
  • B. Holistic Marketing Orientationhelps capture customer value yourwebsite.com www.
  • Holistic Marketing Orientationsucceeds by managing a superiorvalue chain This value chain delivers a high level of product quality, service and speed Product Service Speed Quality yourwebsite.com www.
  • Holistic Marketing Orientation is designed to address 3 Key Management Questions Value DeliveryValue Creation Value Exploration yourwebsite.com www.
  • C. Successful marketing requirescompanies to prioritize StrategicPlanning Strategic Planning yourwebsite.com www.
  • Strategic Planning : 1stCorporate & Division Planning 1. Defining Corporate Mission 2. Establishing SBUs 3. Assigning resources to a) Industry SBUs b) Products and 4. Assessing growth applications opportunities c) Competence d) Market Segment e) Vertical Corporate & f) Geographical Division Planning SBU I ntensive I ntegrative D iversification www.yourwebsite.com
  • Strategic Planning : 2nd Business Planning Business Planning GOAL STRATEGIC PROGRAM FEEDBACK &FORMATION FORMATION FORMATION & CONTROL IMPLEMENTATION Corporate & Division www. yourwebsite.com
  • Strategic Planning : 3rd Product PlanningMARKETING PLAN Strategic & Tactical Levels Product Planning Business Contents Corporate & Division www. yourwebsite.com
  • Strategic PlanningMARKETING PLAN and its CONTENTS Product Business Corporate & Division www. yourwebsite.com
  • CONCEPT SUMMARY Model yourwebsite.com www.
  • Effective Strategic Planningachieves Marketing’s goal forCUSTOMER VALUE yourwebsite.com www.
  • Chapter 2 - Individual Works Group 1 V57 yourwebsite.com www.
  • By Windell G. de Vera Individual Work yourwebsite.com www.
  • DEVELOPINGMARKETINGSTRATEGIESAND PLANS (Chapter 2 – Group 1) Windell G. de Vera April 27, 2012 yourwebsite.com www.
  • Outline: 1. What? 2. Why? 3. How: a. Holistic marketing b. Marketing plan 1. Strategic 2. Tactical c. Marketing plan contents 4. Summary yourwebsite.com www.
  • 1. Marketing is satisfyingcustomers’ needs, wants anddemands. yourwebsite.com www.
  • 2. The task of any business isto deliver customer value at aprofit. yourwebsite.com www.
  • 3a. Holistic marketing sees itself asintegrating the value exploration,value creation, and value deliveryactivities with the purpose of buildinglong-term, mutually satisfyingrelationships and co-prosperity amongkey stakeholders. yourwebsite.com www.
  • 3b. A marketing plan is the centralinstrument for directing andcoordinating the marketing effort. yourwebsite.com www.
  • 3b1. Strategic marketing plan lays out the target markets and the value proposition that will be offered, based on analysis the best opportunities.Target marketing decisions Value proposition Analysis of marketing opportunitiesStrategic: www. yourwebsite.com
  • 3b2. Tactical marketing plan specifies the marketing tactics.Product features Promotion Merchandising Pricing Sales channels ServicesTactical: www.yourwebsite.com
  • 4. Marketing Plan Contents  Executive summary  Table of contents  Situation analysis  Marketing strategy  Financial projections  Implementation controls yourwebsite.com www.
  • Summary:1. Marketing is satisfying customers’ needs, wantsand demands.2. A marketing plan is the central instrument fordirecting and coordinating the marketing effort. yourwebsite.com www.
  • DEVELOPINGMARKETINGSTRATEGIESAND PLANS (Chapter 2 – Group 1) Windell G. de Vera April 27, 2012 yourwebsite.com www.
  • By Anne Maureen S. Nilo Individual Work yourwebsite.com www.
  • DevelopingMarketing Strategiesand Plans Anne Maureen S. Nilo April 27, 2012 yourwebsite.com www.
  • 1. Marketing Plan A marketing plan is the central instrument for directing and coordinating the marketing effort. yourwebsite.com www.
  • 2. It operates at a strategicand tactical level. yourwebsite.com www.
  • 3. Strategic: Target Market yourwebsite.com www.
  • 4. Strategic: Value Proposition yourwebsite.com www.
  • 5. Strategic: Analysis ofMarketing Opportunities yourwebsite.com www.
  • 6. Tactical: Product Features yourwebsite.com www.
  • 7. Tactical: Promotion yourwebsite.com www.
  • 8. Tactical: Merchandising yourwebsite.com www.
  • 9. Tactical: Pricing yourwebsite.com www.
  • 10. Tactical: Sales Channels yourwebsite.com www.
  • 11. Tactical: Service yourwebsite.com www.
  • 12. 3 V’s Approachto MarketingVVV yourwebsite.com www.
  • 13. 3 V’s: Value SegmentVVV yourwebsite.com www.
  • 14. 3 V’s: Value PropositionVVV yourwebsite.com www.
  • 15. 3 V’s: Value NetworkVVV yourwebsite.com www.
  • 16. Value ChainVVV yourwebsite.com www.
  • 16. Value ChainVVV yourwebsite.com www.
  • By Pushpa Belbase Individual Work yourwebsite.com www.
  • Developing Market Strategies andPlans Pushpa Belbase April 26th 2012 yourwebsite.com www.
  • Developing Market Strategies and PlansCreating Customer ValueStrategic PlanningMarketing Plan yourwebsite.com www.
  • Creating Customer ValueCustomers want goods that provide good value atcompetitive prices at their desired location – a businessaims to deliver all three. Value Product Price yourwebsite.com www.
  • Marketing Plan Sales Channel Product features yourwebsite.com www.
  • Strategic Planning SWOT Business process yourwebsite.com www.
  • Model Summary SWOTCustomer Group Delivery Marketing Strategy Logistics ProductsCustomer Need Technology PlanCost Business Process Opportunity SWOT Analysis www. yourwebsite.com
  • By Jeanna Marie Santos- Suarez Individual Work yourwebsite.com www.
  • Developing MarketingStrategies and Plans Chapter 2Jeanna Marie Santos-Suarez V57 yourwebsite.com www.
  • How are Marketing Strategies and Plans Developed?A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning yourwebsite.com www.
  • A. Marketing is about satisfyingconsumers’ needs and wants. The task of any business is to deliver at a profit yourwebsite.com www.
  • B. Holistic Marketing Orientationhelps capture customer value yourwebsite.com www.
  • Holistic Marketing Orientationsucceeds by managing a superiorvalue chain This value chain delivers a high level of product quality, service and speed Product Service Speed Quality yourwebsite.com www.
  • Holistic Marketing Orientation is designed to address 3 Key Management Questions Value DeliveryValue Creation Value Exploration yourwebsite.com www.
  • C. Successful marketing requirescompanies to prioritize StrategicPlanning Strategic Planning yourwebsite.com www.
  • Strategic Planning : 1stCorporate & Division Planning 1. Defining Corporate Mission 2. Establishing SBUs 3. Assigning resources to a) Industry SBUs b) Products and 4. Assessing growth applications opportunities c) Competence d) Market Segment e) Vertical Corporate & f) Geographical Division Planning SBU I ntensive I ntegrative D iversification www.yourwebsite.com
  • Strategic Planning : 2nd Business Planning Business Planning GOAL STRATEGIC PROGRAM FEEDBACK &FORMATION FORMATION FORMATION & CONTROL IMPLEMENTATION Corporate & Division www. yourwebsite.com
  • Strategic Planning : 3rd Product PlanningMARKETING PLAN Strategic & Tactical Levels Product Planning Business Contents Corporate & Division www. yourwebsite.com
  • Strategic PlanningMARKETING PLAN and its CONTENTS Product Business Corporate & Division www. yourwebsite.com
  • CONCEPT SUMMARY Model yourwebsite.com www.
  • Effective Strategic Planningachieves Marketing’s goal forCUSTOMER VALUE yourwebsite.com www.