Plan de marketing, su importancia, componentes, estructura.

1. Prepared by Deborah Baker Texas Christian University Strategic Planning for Competitive Advantage 2

2. Learning Objectives 1. Understand the importance of strategic marketing and know a basic outline for a marketing plan 2. Develop an appropriate business mission statement 3. Describe the criteria for stating good marketing objectives

4. Learning Objectives (continued) 8. Describe the elements of the marketing mix 9. Explain why implementation, evaluation, and control of the marketing plan are necessary 10. Identify several techniques that help make strategic planning effective

5. Learning Objective Understand the importance of strategic marketing and know a basic outline for a marketing plan On Line http://www.in-n-out.com http://www.mcdonalds.com http://www.burgerking.com 1 1

6. Strategic Planning Strategic Planning The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities. On Line http://www.coke.com http://www.pepsi.com 1

7. Strategic Planning Plus 1 RESOURCES & OBJECTIVES EVOLVING MARKET OPPORTUNITIES $ LONG RUN PROFITABILITY AND GROWTH

9. Planning Planning The process of anticipating future events and determining strategies to achieve organizational objectives in the future. 1

10. The Marketing Plan Marketing Plan A written document that acts as a guidebook of marketing activities for the marketing manager. 1

12. Marketing Plan Elements On Line http://www.dmusic.com Marketing Strategy Product Promotion Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Implementation Evaluation Control Target Market Strategy 1

13. Review Learning Objective 1 On Line http://att.com 1 What Why How Strategic Planning Long-term profitability and growth Write a marketing plan

14. Learning Objective 2 Develop an appropriate business mission statement 2

16. AMA’s Mission Statement 2

18. Review Learning Objective 2 2 Q: What business are we in? A: Business mission statement Too narrow Too broad Just right marketing myopia no direction focus on markets served and benefits customers seek

19. Learning Objective Describe the criteria for stating good marketing objectives 3 3

20. Marketing Objective Marketing Objective A statement of what is to be accomplished through marketing activities. 3

22. Examples of Marketing Objectives 3

23. Review Learning Objective 3 3 Clear and specific objectives: 1. Communicate marketing management philosophy 2. Provide management direction 3. Motivate employees 4. Force executives to think clearly 5. Allow for better evaluation of results

24. Learning Objective Explain the components of a situation analysis 4 4

25. SWOT Analysis SWOT Analysis Identifying internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T) 4

26. SWOT Analysis 4 ©South-Western College Publishing S W O T Things the company does well. Things the company does not do well. Conditions in the external environment that favor strengths. Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. Internal External

27. Environmental Scanning Environmental Scanning The collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan. 4

30. Learning Objective Identify sources of competitive advantage 5 5

31. Competitive Advantage Competitive Advantage The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition. 5

32. Competitive Advantage On Line http://www.travelocity.com http://www.expedia.com 5 Niche Strategies Cost Product/Service Differentiation Types of Competitive Advantage

33. Cost Competitive Advantage Cost Competitive Advantage Being the low-cost competitor in an industry while maintaining satisfactory profit margins. 5

35. Sources of Cost Reduction 5 Experience Curves Efficient Labor No-frills Products Government Subsidies Product Design Reengineering Production Innovations New Service Delivery Methods

36. Product/Service Differentiation Product/Service Differentiation Competitive Advantage Advantage achieved when a firm provides something that is unique and valuable to buyers beyond simply offering a lower price than the competition. 5

38. Niche Competitive Advantage Niche Competitive Advantage Advantage achieved when a firm seeks to target and effectively serve a small segment of the market. 5

40. Sustainable Competitive Advantage Sustainable Competitive Advantage An advantage that cannot be copied by the competition. 5

41. Sources of Sustainable Competitive Advantage 5 Patents Copyrights Locations Equipment Technology Customer Service Promotion Organization’s Skills and Assets

42. Review Learning Objective 5 5 Sources of Competitive Advantage Cost $ Product/Service Differentiation A vs. B vs. C Niche Strategies

43. Learning Objective Identify strategic alternatives 6 6

44. Strategic Alternatives 6 Video Click! Market Penetration Market Development Product Development Diversification Increase market share among existing customers Attract new customers to existing products Introduce new products into new markets Create new products for present markets

45. Ansoff’s Strategic Opportunity Matrix On Line http://www.pg.com 6 Present Product New Product New Market Market Penetration Market Development Product Development Diversification Present Market

46. Selecting a Strategic Alternative 6 Profitability Philosophies Market Share

47. Review Learning Objective 6 6 Identify strategic alternatives Diversification = Product development = products Market development = customers Market penetration = share new products new markets

48. Learning Objective Discuss target market strategies 7 7

49. Marketing Strategy Marketing Strategy The activities of selecting and describing one or more target markets and developing and maintaining a market mix that will produce mutually satisfying exchanges with target markets. 7

51. Target Market Strategies Appeal to the entire market with one marketing mix Concentrate on one marketing segment Appeal to multiple markets with multiple marketing mixes 7

52. Review Learning Objective 7 Entire Market Single Market Multiple Markets 7

53. Learning Objective Describe elements of the marketing mix 8 8

54. The Marketing Mix Marketing Mix A unique blend of product, distribution, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market. 8

55. Marketing Mix: The “Four Ps” 8 Price Promotion Place Product

60. Learning Objective Explain why implementation, evaluation, and control of the marketing plan are necessary On Line http://www.youngbiz.com 9 9

63. Learning Objective Identify several techniques that help make strategic planning effective 10 10

64. Effective Strategic Planning 10 Effective Strategic Planning Continual attention Creativity Management commitment