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Plan de mk
 

Plan de mk

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Plan de marketing, su importancia, componentes, estructura.

Plan de marketing, su importancia, componentes, estructura.

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Plan de mk Plan de mk Presentation Transcript

  • Prepared by Deborah Baker Texas Christian University Strategic Planning for Competitive Advantage 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
  • Learning Objectives (continued)
    • Explain the components of a situation analysis
    • 5. Identify sources of competitive advantage
    • 6. Identify strategic alternatives
    • 7. Discuss target market strategies
  • 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
  • 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
  • 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
  • Strategic Planning Plus 1 RESOURCES & OBJECTIVES EVOLVING MARKET OPPORTUNITIES $ LONG RUN PROFITABILITY AND GROWTH
  • Strategic Marketing Planning
    • What is the organization’s main activity?
    • How will it reach its goals?
    The Marketing Plan 1
  • Planning Planning The process of anticipating future events and determining strategies to achieve organizational objectives in the future. 1
  • The Marketing Plan Marketing Plan A written document that acts as a guidebook of marketing activities for the marketing manager. 1
  • Why Write a Marketing Plan?
    • Provides a basis for comparison of actual and expected performance
    • Provides clearly stated activities to work toward common goals
    • Serves as a reference for the success of future activities
    • Allows entry into the marketplace with awareness
    1
  • 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
  • Review Learning Objective 1 On Line http://att.com 1 What Why How Strategic Planning Long-term profitability and growth Write a marketing plan
  • Learning Objective 2 Develop an appropriate business mission statement 2
  • Defining the Business Mission
    • Answers the question, “What business are we in and where are we going?”
    • Focuses on the market(s) rather than the good or service
    • Strategic Business Units may also have a mission statement
    2
  • AMA’s Mission Statement 2
  • Strategic Business Units (SBUs)
      • A distinct mission and specific target market
      • Control over their resources
      • Their own competitors
      • Plans independent of other SBUs
    Characteristics 2
  • 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
  • Learning Objective Describe the criteria for stating good marketing objectives 3 3
  • Marketing Objective Marketing Objective A statement of what is to be accomplished through marketing activities. 3
  • Marketing Objectives 3 Marketing Objectives Must Be:
    • Realistic
    • Measurable
    • Time specific
    • Consistent with and indicate the organization’s priorities
    “ Our objective is to achieve 10 percent dollar market share in the specialty pet food market within 12 months of product introduction.”
  • Examples of Marketing Objectives 3
  • 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
  • Learning Objective Explain the components of a situation analysis 4 4
  • SWOT Analysis SWOT Analysis Identifying internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T) 4
  • 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
  • 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
  • Review Learning Objective 4 4
    • production costs
    • marketing skills
    • financial resources
    • image
    • technology
    Strengths Weaknesses INTERNAL OPPORTUNITIES
  • Review Learning Objective 4 4
    • social
    • demographic
    • economic
    • technological
    • political/legal
    • competitive
    Opportunities Threats EXTERNAL ENVIRONMENT
  • Learning Objective Identify sources of competitive advantage 5 5
  • 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
  • Competitive Advantage On Line http://www.travelocity.com http://www.expedia.com 5 Niche Strategies Cost Product/Service Differentiation Types of Competitive Advantage
  • Cost Competitive Advantage Cost Competitive Advantage Being the low-cost competitor in an industry while maintaining satisfactory profit margins. 5
  • Cost Competitive Advantage
    • Obtain inexpensive raw materials
    • Create efficient operations
    • Design products for ease of manufacture
    • Control overhead costs
    • Avoid marginal customers
    5
  • Sources of Cost Reduction 5 Experience Curves Efficient Labor No-frills Products Government Subsidies Product Design Reengineering Production Innovations New Service Delivery Methods
  • 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
  • Examples of Product/Service Differentiation
    • Brand names
    • Strong dealer network
    • Product reliability
    • Image
    • Service
    5
  • Niche Competitive Advantage Niche Competitive Advantage Advantage achieved when a firm seeks to target and effectively serve a small segment of the market. 5
  • Niche Competitive Advantage
    • Used by small companies with limited resources
    • May be used in a limited geographic market
    • Product line may be focused on a specific product line
    5
  • Sustainable Competitive Advantage Sustainable Competitive Advantage An advantage that cannot be copied by the competition. 5
  • Sources of Sustainable Competitive Advantage 5 Patents Copyrights Locations Equipment Technology Customer Service Promotion Organization’s Skills and Assets
  • Review Learning Objective 5 5 Sources of Competitive Advantage Cost $ Product/Service Differentiation A vs. B vs. C Niche Strategies
  • Learning Objective Identify strategic alternatives 6 6
  • 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
  • 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
  • Selecting a Strategic Alternative 6 Profitability Philosophies Market Share
  • Review Learning Objective 6 6 Identify strategic alternatives Diversification = Product development = products Market development = customers Market penetration = share new products new markets
  • Learning Objective Discuss target market strategies 7 7
  • 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
  • Target Market Strategy
    • Segment the market based on groups with similar characteristics
    • Analyze the market based on attractiveness of market segments
    • Select one or more target markets
    7
  • 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
  • Review Learning Objective 7 Entire Market Single Market Multiple Markets 7
  • Learning Objective Describe elements of the marketing mix 8 8
  • 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
  • Marketing Mix: The “Four Ps” 8 Price Promotion Place Product
  • Product Strategies
    • The starting point of the “4 Ps”
    • Includes physical unit, package, warranty, service, brand, image, and value
    Product 8
  • Distribution (Place) Strategies Place
    • Product availability where and when customers want them.
    • Involves all activities from raw materials to finished products
    8
  • Promotion Strategies Promotion
    • Role is to bring about exchanges with target markets
    • Includes integration of personal selling, advertising, sales promotion, and public relations
    On Line http://www.paramount.com http://www.warnerbros.com http://www.universalstudios.com 8
  • Pricing Strategies
    • The most flexible of the “4 Ps”-- quickest to change
    • Competitive weapon
    • Price x Units Sold = Total Revenue
    Price 8
  • Learning Objective Explain why implementation, evaluation, and control of the marketing plan are necessary On Line http://www.youngbiz.com 9 9
  • Following Up the Marketing Plan
    • Implementation
    • Evaluation
    • Control
      • Marketing Audit is…
        • Comprehensive
        • Systematic
        • Independent
        • Periodic
    9
  • Review Learning Objective 9 9 Product Place Promotion Price Met objectives? Implementation Evaluation
    • Audits
    • comprehensive
    • systematic
    • independent
    • periodic
  • Learning Objective Identify several techniques that help make strategic planning effective 10 10
  • Effective Strategic Planning 10 Effective Strategic Planning Continual attention Creativity Management commitment