marketing strategy

1. 1
Developing
Marketing Strategy

2. 2
Session 7:
 SWOT Analysis
 Marketing Corporate Strategy
 Marketing Business Strategy
 Marketing Functional Strategy
 The Final Project (Sample)

3. 3
“There are three types of
companies: those who make
things happen; those who
watch things happen; and
those who wonder what
happened.”

4. 4
Hierarchy of Strategy
Functional
Strategy
Functional
Strategy
Corporate Strategy
Business (Division Level)
Strategy

5. 5
Strategic Planning Process

6. 6
SWOT Analysis

7. 7

8. 8
Marketing
Corporate
Strategy

9. 9
Marketing Plan Process
Marketing Research
Segmenting
•Geographic
•Demographic
•Psycho-
graphic
•Behavior
Positioning
•Product
•Service
•Personnel
•Distribution
•Image
Targeting
•Single
•Selective
• Product
•Market
•Full
Market
Defining Target Market
Needs, Wants, Demand
Product
•PLC
•Variety
•Quality
•Design
•Features
•Brand
•Packaging
•Size
•Services
•Warranty
•Return
Price
•Price
Strategy
•Price
Comparison
•Price List
•Discounts
•Allowances
•Payments
•Credit
Place
•Channels
Coverage
•Location
•Push/Pull
•Channel
Description
Marketing Mix
4 Ps
Promotion
•Promotions
•Advertising
•Public
relation
•Personal
Sales
•Direct
marketing

10. 10
Planning New Businesses
Intensive Growth
Market Penetration
- Encourage customers to buy
more
- Attract competitor’s customers
- Convince non-users
Market Development
- Potential user groups
- Additional distribution
channels
- New Locations
Product Development
- Develop new product
features
Integrative Growth
Backward Integration
Acquire one or more suppliers
to gain more control or
generate more profit
Forward Integration
Acquire some wholesalers
or retailers if they are
profitable
Horizontal Integration
Buy one or more competitor
New regions
Three options are available:
1- Further growth within the current business - INTENSIVE GROWTH
2- Build or acquire businesses related to current business - INTEGRATIVE GROWTH
3- Add businesses that are unrelated to current business - DIVERIFICATION GROWTH

11. 11
Marketing
Business
Strategy

12. 12
Ansoff’s Grid

13. 13
Marketing
Functional
Strategy

14. 14
The Boston Consulting Group’s Portfolio
(Growth-Share) Matrix
BCG Profiling Matrix

15. 15
Resource Allocation Strategies for
the BCG Portfolio Matrix:
 Build
 Hold
 Harvest
 Divest

16. 16
Competitive Advantage
High
High
Low
Low
Relative Cost
Outstanding
Success
Maintain Cost
advantage
Hope for
market growth
Maintain
Specialty
Degree of
Differentiation
(Diamond Center) (Coca-Cola / Pepsi)
(Corn Products)
(Egyptian FIAT 128)

17. 17
Tendency to Buy
Undifferentiated
Well-Known
Unique
Un-known
Product Characteristics
You have it made
Sales, Advertising
and Branding are keys
Focus differentiation
Required
(Product/Price)
Promotion & Sales,
Distribution are key
Customer
knowledge
of Company
(Chipsy )
(Coca-Cola / Pepsi)
(water)
(Labanita)

18. 18
Final Project
(Marketing Plan)

19. 19
Contents of the Marketing Plan
 Executive Summary
 Market Summary
 SWOT Analysis
 Marketing Strategy, Target Markets,
Positioning, Marketing Mix/ Research
 Objectives (marketing, financial)
 Financial Projections
 Implementation (action programs or
“milestones”) and Controls

20. 20
Evaluating a Marketing Plan
 Is the plan simple?
 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?

21. 21
Some References

22. 22
 The 22 immutable laws of Marketing (AL Ries & Jack Trout)
 Marketing War Fare (AL Ries & Jack Trout)
 Kotler on Marketing (Philip Kotler)
 Principles of Marketing (Philip Kotler & Gary Armstrong)
 Marketing Management (Philip Kotler & Kevin Keller)
 Crossing the Chasm (Geoffrey A. Moore)
 Relationship Marketing (Regis McKenna)
Marketing Literature

23. 23
E-Learning
-www.marketingpower.com
-www.marketingmag.com
-www.brandrepublic.com
-www.customerthink.com

24. 24
Thanks You
Who should ultimately
design the product?
The customer,
of course.