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Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
Chapter 2 jea santos-suarez
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Chapter 2 jea santos-suarez

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Jea's Individual Report

Jea's Individual Report

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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
  • Transcript

    • 1. Developing Marketing Strategies and Plans Chapter 2 Group 3 V57
    • 2. How are Marketing Strategies and Plans Developed?A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning
    • 3. A. Marketing is about satisfying consumers’ needs and wants. The task of any business is to deliver at a profit
    • 4. B. Holistic Marketing Orientation helps capture customer value
    • 5. Holistic Marketing Orientation succeeds by managing a superior value chain This value chain delivers a high level of product quality, service and speed Product Quality Service Speed
    • 6. Holistic Marketing Orientation is designed to address 3 Key Management Questions Value DeliveryValue Creation Value Exploration
    • 7. C. Successful marketing requires companies to prioritize Strategic Planning Strategic Planning
    • 8. Strategic Planning 1. Defining Corporate Mission 2. Establishing SBUs 3. Assigning resources toa) Industry SBUsb) Products and 4. Assessing growth applications opportunitiesc) Competenced) Market Segmente) Vertical Corporate &f) Geographical Division Planning SBU I ntensive I ntegrative D iversification
    • 9. Strategic Planning Business Planning GOAL STRATEGIC PROGRAM FEEDBACK &FORMATION FORMATION FORMATION & CONTROL IMPLEMENTATION Corporate & Division
    • 10. Strategic PlanningMARKETING PLAN Strategic & Tactical Levels Product Planning Business Contents Corporate & Division
    • 11. Strategic PlanningMARKETING PLAN Product Business Corporate & Division
    • 12. CONCEPT SUMMARY Model
    • 13. Effective Strategic Planning achievesMarketing’s goal for CUSTOMER VALUE

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