Developing marketing strategies & plans chap2 (f.untalan)

Developing Marketing
Strategies & Plans
Chapter 2
Frederick Untalanv49 Marketing Management MBA in Health Batch 8AGSB Marketing Class Coached by Prof. Remigio De UngrIa

Objectives
How does marketing affect customer value?
How is strategic planning carried out in different levels of the organization?
What does a marketing plan include?

Marketing and customer value

3 V’s Approach to MArketing

Value Delivery processDelivering “Superior Value”
Produces a product
Sells the product
Identifying/choosing the value
Segmentation
Targetting
Positioning
providing/delivering the value
Product features
Prices
Distribution
Communicating the value
TRADITIONAL view
Marketing starts early in the planning

What is the Value Chain?
The Value Chain is a tool for identifying ways to create more customer value because every firm is a synthesis of Primary & Support activities performed to design, produce, market, deliver & support its products.

Core Business Processess
1. Market –sensing process (marketing intelligence)
2. New – offering realization process (R & D)
3. Customer acquisition process (defining target markets & consumers)
4. Customer relationship management process (deeper understanding of consumers)
5. Fulfillment management process (receiving, shipping, & collecting payments)

Characteristics of Core Competencies

Holistic Marketing
Holistic marketing sees itself as
integrating the value exploration,
value creation, and value delivery
activities with the purpose of building
long-term, mutually satisfying
relationships and coprosperity among
key stakeholder

Holistic Marketing
Maximizing & integrating…

Holistic Marketing Framework
Customer Focus
Core Competencies
Collaborative Network
Value Exploration
Cognitive Space
Competency Space
Resource Space
Value Creation
Customer Benefits
Business Domain
Business Partners
Value Delivery
Customer relationship management
Internal Resource management
Business Partners
management

Market Oriented Strategic Planning
AIM of Strategic Planning:
To shape the company’s business & products so that they yield target profits & growth.

Levels of a Marketing Plan
Strategic Marketing Plan
Tactical Marketing Plan
Product features
Target Markets
promotion
merchandising
Value Proposition
pricing
Sales channels
Analysis of Marketing opportunities
service

Strategic Planning, Implementation, andControl Processes
Corporate Planning
Division Planning
Business Planning
Product Planning
Organizing
Implementing
Measuring Results
Diagnosing Results
Taking Corrective Action

Strategic Business Units
A SBU is any organizational unit (e.g., company
division, product line, brand) that is a:
Single business or collection of related businesses that can be planned for separately from the rest of the company.
Has its own set of competitors.
Has a manager who is responsible for strategic planning and profit performance, who controls most of the factors affecting profit.

Characteristics of SBU

Strategic Planning & Its Activities

The Strategic Planning Gap
SALES
Strategic
Planning
Gap
years

The Strategic Planning Gap

Good Mission Statements

Business Unit Strategic Planning
External Environment ( opportunities /threats)
SWOT analysis
Business Mission
Goal formulation
Goal formulation
Program formulation
implementation
Feedback & control
Internal Environment (strengths/ weaknesses)

SWOT ANALYSIS

Porter’s Generic Strategies

Categories of Marketing Alliances

Marketing Plan
Comprehensive, written statement of what is expected from each business unit in the future
Evolves from the company’s mission statement
Usually prepared annually
Includes both historical information and recommendations on how to improve performance
Combines strategies with timetables for action

MARKETING PLAN
Market summary
Target markets
Market demographics
Geographics
Demographics
Behavior factors
Market needs
Market trends
Market growth
Executive summary
Situational analysis

MARKETING PLAN
SWOT analysis

MARKETING PLAN

MARKETING PLAN
Break even analysis
Sales forecast
Expense forecast
Implementation
Marketing organization
Contingency planning
Financials
Controls

Contents of the Marketing Plan

Evaluating a Marketing Plan
Is the plan simple?
Is the plan specific?
Is the plan realistic?
Is the plan complete?

Conclusion
Value delivery process
Develop core business processes
Holistic marketing
Market oriented strategic planning
Corporate strategy
Strategic planning & its activites
Marketing Plan

Developing Marketing
Strategies & Plans
Frederick Untalanv49 Marketing Management MBA in Health Batch 8AGSB Marketing Class Coached by Prof. Remigio De UngrIa

Holistic Marketing
Maximizing value exploration
How a company identify new value opportunities?

Holistic Marketing
Identifying new customer benefits
Maximizing value creation
Selecting/
managing business partners from the collaborative networks
Utilizing core competence from the business domains
How can a company efficiently create more promising new value offerings?

Holistic Marketing
Identifying new customer benefits
Maximizing value delivery
Selecting/
managing business partners from the collaborative networks
Utilizing core competence from the business domains
Proficiency
How can a company use its capabilities & infrastructure to deliver the new value offerings more efficiently?

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Developing marketing strategies & plans chap2 (f.untalan)

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