Strategic Marketing

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Strategic Marketing, The Concept

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Strategic Marketing

  1. 1. Strategic Marketing ITESM: Escuela de Graduados en Administración y Dirección de Empresas Professor: Fernando Huerta June 4th, 2009 fhuertamty@itesm.mx
  2. 2. Learning and Discovering • Objective: Learning the root of what are we learning • Challenge: Find the Etymologies of (Mercado, Tecnica, Estrategia) • Time: 3 Minutes Professor: Fernando Huerta Strategic Marketing Planning
  3. 3. Marketing’s Role in the Organization Organizational Level Role of Marketing Formal Name Provide customer and Corporate Corporate Marketing competitive perspective for corporate strategic planning Business Unit Assist in the development of Strategic Marketing strategic perspective of the business unit to direct its future curse Product/Market Formulate and implement Marketing Management marketing Programs Professor: Fernando Huerta Strategic Marketing Planning
  4. 4. Marketing Strategy: Key elements Political/Legal Technological Environment Environment Customer MS: Value Creation Corporation Competition Social Economic Environment Environment Professor: Fernando Huerta Strategic Marketing Planning
  5. 5. Aspects of Strategic Marketing • Importance: As key factor of Strategic management process • Characteristics: Long Term, Corporate Inputs, Varying roles, Organizational Level, Relationship to Finance • Origin: 1970, Centralize resources • Future: Growth, Deregulation, Mergers & Acquisition, No boundaries, Global Competition, Market Fragmentation, Technology availability, Demographic & Psychographic changes, Innovation Effect. Professor: Fernando Huerta Strategic Marketing Planning
  6. 6. Marketing: Strategic vs Management POD Strategic Mkting. Mkting Mgmt. Long range, i.e. decisions Day to day i.e., decisions have Time Frame have long term implications relevance in a given financial year Inductive and intuitive Deductive and analytical Orientation Primarily bottom-up Mainly top-down Decision Process Environment Considered Environment considered constant Relationship with Environment Ever-changing and dynamic with occasional disturbances Professor: Fernando Huerta Strategic Marketing Planning
  7. 7. Marketing: Strategic vs Management POD Strategic Mkting. Mkting Mgmt. Ongoing to seek new Ad hoc search for new opportunity Opportunity sensitivity opportunities Achieve synergy between Pursue interest of decentralized unit Different components of the Organizational Behavior Organization (vertical and horizontal) Requires high degree of Requires maturity, experience, Nature of Job Creativity and originality And control orientation Requires Proactive Requires reactive perspective Leadership Style perspective Professor: Fernando Huerta Strategic Marketing Planning
  8. 8. Marketing: Strategic vs Management POD Strategic Mkting. Mkting Mgmt. Deals with what business Deals with running a delineated Mission to emphasize business Professor: Fernando Huerta Strategic Marketing Planning
  9. 9. Strategic Marketing Process Professor: Fernando Huerta Strategic Marketing Planning
  10. 10. Strategic Marketing Process Corporate SBU Marketing Strategy Mission Strategy Value System Aligned to Corporate Vision & Objectives & Goals Mission Corporate Publics Strategy Description Aligned to SBU Vision Corporate Resources Portfolio Analysis Statement Business Unit Performance a) Purpose Business Unit Strategic Plan b) Products External Environment c) Customers Strengths and Weakness: d) Differentiation Environment, Product & Market e) Values Review and perspective and marketing effectiveness) Strategic Perspectives from other functional areas Professor: Fernando Huerta Strategic Marketing Planning
  11. 11. Strategic Marketing Process Who is our Identify What is the job Marketing Target? Opportunities to be done? What we need? Strategy Define Target Unmet needs Define Value SBU assessment Who, What, Why Market and markets Proposition , How, Where The one who pays Blue Ocean Are we unique? Alliances? 4P’s a) Product Our Boss Innovation Are we differnt? Acquisitions? b) Promotion c) Place Our Friend Create Needs Rational Benefits Training? d) Price Our Family Create Trends Psicographic Benefits Development? 5C’s a) Customer Needs Create Markets Functional Benefit? Resources b) Company Skills c) Competition d) Collaborators e) Context Professor: Fernando Huerta Strategic Marketing Planning
  12. 12. Strategic Marketing Process Unique Customer Value UCVP Statement Proposition Statemet POD 1 POD 2 POD 3 Purchasing Drivers Rational Benefits Functional Benefits Psicological Benefits Professor: Fernando Huerta Strategic Marketing Planning
  13. 13. Strategic Marketing Implementation • Failings: – Too much emphasis on “where to compete” vs “how to compete”. – Too little focus on Uniqueness and adaptability strategy. – Inadequate emphasis on “when” to compete. • Addressing Problems: – Develop attainable goals and objectives – Involve operating personal – Avoid becoming so engrossed in current problems that strategic marketing is neglected and thus becomes discredited in the eyes of others – Do not keep separate Marketing Strategy from the rest of the management process – Avoid creating a climate that is resistant to marketing – Do not assume that Marketing Strategy can be delegated to a planner – Do not overturn Strategy Formulation with intuitive conflict decisions. Professor: Fernando Huerta Strategic Marketing Planning
  14. 14. Strategic Marketing ITESM: Escuela de Graduados en Administración y Dirección de Empresas Professor: Fernando Huerta June 4th, 2009 fhuertamty@itesm.mx

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