Chapter 2 Developing Marketing Strategies and Plans_Grp1Presentation 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