Lesley Ann P. Yu Ateneo Graduate School of Business Developing Marketing Strategies and Plans Top 10 Concepts
Outline:   Developing Marketing Strategies and Plans 1) The Value Delivery Process (what?) 2) Value Chain as a Tool (how?)...
Outline:   Developing Marketing Strategies and Plans 6) Strategic Planning in the Company (how?) 7) A Company’s Organizati...
Marketing is about.. <ul><li>Satisfying a customer’s needs.. </li></ul>and wants. Delivering customer  value at a profit.
<ul><li>3 Phases of the Value Delivery Process. . </li></ul>Concept 1: The Value Delivery Process is used to  create Custo...
<ul><li>The success of a firm depends on. . </li></ul>Concept 2: Value Chain as a tool  is used to identify more ways to c...
Concept 3: Importance of Core Competencies Core Competencies results in core products that enable value creation in the en...
Concept 4: The Holistic Marketing approach.. <ul><li>3 Integrating Key Elements </li></ul>1) Value Exploration 2) Value Cr...
Concept 5: The Use of a Marketing Plan <ul><li>Helps a company reach its marketing objectives. </li></ul>Strategic 2 level...
Concept 6: Strategic Planning in the Company <ul><li>4 Planning Activities to help set goals and strategies </li></ul>1) D...
Concept 7: A Company’s Organization <ul><li>Successfully implementing a new strategy requires understanding a company’s or...
Concept 8: Innovation in Marketing is.. <ul><li>Finding new imaginative ideas on strategy making and implementation </li><...
Concept 9: Business Unit Strategic Planning consists of.. Strength, Weakness, Opportunities, Threats Develop specific goal...
Concept 10: Product Planning to achieve goals <ul><li>Each product level requires a marketing plan to determine lines, bra...
Summary:   Successful  Strategy and Plan Making.. <ul><li>1) Creates Customer Value </li></ul><ul><li>2) Identifying Tool ...
Summary:   Successful Strategy and Plan Making <ul><li>6) Respond to Changing Needs </li></ul><ul><li>7) Adapt to the Chan...
Conclusion:   Role of Strategic Planning in Marketing.. <ul><li>Successful marketing requires: </li></ul>Understanding Cus...
Lesley Ann P. Yu Ateneo Graduate School of Business Developing Marketing Strategies and Plans Top 10 Concepts
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V47 Ch2 Dev Marketing Strategies Lesley Yu

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V47 Ch2 Dev Marketing Strategies Lesley Yu

  1. 1. Lesley Ann P. Yu Ateneo Graduate School of Business Developing Marketing Strategies and Plans Top 10 Concepts
  2. 2. Outline: Developing Marketing Strategies and Plans 1) The Value Delivery Process (what?) 2) Value Chain as a Tool (how?) 3) Importance of Core Competencies (why?) 4) Holistic Marketing Approach (how?) 5) The Use of a Marketing Plan (what?)
  3. 3. Outline: Developing Marketing Strategies and Plans 6) Strategic Planning in the Company (how?) 7) A Company’s Organization (what?) 8) Innovation in Marketing (what?) 9) Business Unit Strategic-Planning (how?) 10) The Product Planning Stage (what?)
  4. 4. Marketing is about.. <ul><li>Satisfying a customer’s needs.. </li></ul>and wants. Delivering customer value at a profit.
  5. 5. <ul><li>3 Phases of the Value Delivery Process. . </li></ul>Concept 1: The Value Delivery Process is used to create Customer Value 1) Choosing the Value 2) Providing the Value 3) Communicating the Value Brings Quality, Customer Service and Marketing together.
  6. 6. <ul><li>The success of a firm depends on. . </li></ul>Concept 2: Value Chain as a tool is used to identify more ways to create value. Ability to look for competitive advantages How well departments work together Create a Supply Chain
  7. 7. Concept 3: Importance of Core Competencies Core Competencies results in core products that enable value creation in the end products. 3 Characteristics <ul><li>Use for competitive advantage </li></ul><ul><li>Wide market application </li></ul><ul><li>Difficult to imitate </li></ul>coatings & adhesive
  8. 8. Concept 4: The Holistic Marketing approach.. <ul><li>3 Integrating Key Elements </li></ul>1) Value Exploration 2) Value Creation 3) Value Delivery Identify new value opportunities. Efficiently create more promising new value offerings. Using its capabilities and infrastructure to deliver the new value offerings. Helps capture customer value
  9. 9. Concept 5: The Use of a Marketing Plan <ul><li>Helps a company reach its marketing objectives. </li></ul>Strategic 2 levels of a marketing plan Tactical Product features, promotion, merchandising, pricing, sales channels and service Target Markets and Value Proposition
  10. 10. Concept 6: Strategic Planning in the Company <ul><li>4 Planning Activities to help set goals and strategies </li></ul>1) Defining Corporate Mission 2) Establishing Strategic Business Units (SBU) 3) Assigning Resource to each SBU 4) Assessing Growth Opportunities
  11. 11. Concept 7: A Company’s Organization <ul><li>Successfully implementing a new strategy requires understanding a company’s organization. </li></ul>An Organization consists of: Structures Policies Corporate Culture
  12. 12. Concept 8: Innovation in Marketing is.. <ul><li>Finding new imaginative ideas on strategy making and implementation </li></ul>
  13. 13. Concept 9: Business Unit Strategic Planning consists of.. Strength, Weakness, Opportunities, Threats Develop specific goals Guidelines for the goals Strengthen Departments Determines Costs Adapting to Change <ul><li>Define specific mission </li></ul>Business Mission SWOT Goal Formulation Strategy Formulation Program Formulation Implementation Feedback and Control
  14. 14. Concept 10: Product Planning to achieve goals <ul><li>Each product level requires a marketing plan to determine lines, brands, channels or customer groups. </li></ul>
  15. 15. Summary: Successful Strategy and Plan Making.. <ul><li>1) Creates Customer Value </li></ul><ul><li>2) Identifying Tool </li></ul><ul><li>3) Core Competencies as Competitive Advantage </li></ul><ul><li>4) Expand, Loyalty, Lifetime Value </li></ul><ul><li>5) Reach Marketing Objectives </li></ul>
  16. 16. Summary: Successful Strategy and Plan Making <ul><li>6) Respond to Changing Needs </li></ul><ul><li>7) Adapt to the Changing Environment </li></ul><ul><li>8) Find new ideas for strategy making </li></ul><ul><li>9) Sets Goals for the Unit </li></ul><ul><li>10) Sets Goals for each Product levels </li></ul>
  17. 17. Conclusion: Role of Strategic Planning in Marketing.. <ul><li>Successful marketing requires: </li></ul>Understanding Customer Value Creating Customer Value Delivering Customer Value Capturing Customer Value Sustaining Customer Value Market & Customers Company Unit Product
  18. 18. Lesley Ann P. Yu Ateneo Graduate School of Business Developing Marketing Strategies and Plans Top 10 Concepts

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