Marketing strategy and plan

1. MARKETING AND
STRATEGIC PLANNING
KIAH ARTIS

2. MARKETING STRATEGY
1. Target market
2. Marketing mix (4 Ps)
3. Based on the Sustainable Competitive Advantage

3. MARKETING MIX
(4 Ps)
1. Product: Creating Value
2. Price: Capturing Value
3. Place: Delivering Value
4. Promotion: Communicating Value

4. 4 Macro Strategies for Delivering
Customer Value
Sustainable Competitive Advantage: Advantage over the competition that cannot be copied
or maintained over a long period of time
1. Customer Excellence: Keeping loyal customers and excellent customer service
2. Operational Excellence: Efficient operations, supply chain and human resource management
3. Product Excellence: Products with good value and effective branding and positioning
4. Locational Excellence: Good physical location and internet presence

5. Marketing Planning
1. Mission Statement
2. Situation Analysis
3. Identifying opportunities using STP
4. Implementing the marketing mix
5. Evaluate Performance with Marketing Metrics

6. Mission Statement
Firm’s Objectives and Plans
Answers two important questions:
1. What type of business are we?
2. What do we need to accomplish to achieve our goals?

7. Situation Analysis
INTERNAL AND EXTERNAL
S.W.O.T ANALYSIS
S: STRENGTHS
W: WEAKNESS
O: OPPORTUNITY
T: THREATS

8. Opportunities Using STP
SEGMENTATION: Dividing the market into groups based on their needs, wants,
characteristics; products specifically for them
TARGETING: Identifies various markets and decided which to pursue
POSITIONING: uses the marketing mix for the target market to understand what he
product does and competes with other products

9. Implementing Marketing Mix
1. Product: Creating Value
2. Price: Capturing Value
3. Place: Delivering Value
4. Promotion: Communicating Value

10. Evaluating Performance with
Marketing Metrics
Final step of the plan
Metrics: measurement tool used to find trend, characteristics and dynamic
*** used for future projections