This document outlines the key aspects of company and marketing strategy discussed in Chapter 2. It covers strategic planning, defining the company mission and objectives, designing the business portfolio, developing growth strategies, and marketing strategy and the marketing mix. The marketing mix involves selecting target customers and blending the four Ps - product, price, place, and promotion. A marketing plan also includes implementation and control elements. Return on marketing investment is used to measure profits generated from marketing activities.

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Chapter 2- slide 1Copyright © 2009 Pearson Education, Inc.
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Chapter Two
Company and Marketing Strategy
Partnering to Build Customer
Relationships
Chapter 2- slide 2Copyright © 2010 Pearson Education, Inc.
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Company and Marketing Strategy
• Companywide Strategic Planning:
Defining Marketing’s Role
• Designing the Business Portfolio
• Planning Marketing: Partnering to Build
Customer Relationships
• Marketing Strategy and the Marketing
Mix
• Managing the Marketing Effort
Topic Outline
Chapter 2- slide 3Copyright © 2010 Pearson Education, Inc.
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Companywide Strategic Planning
Strategic planning is the process of
developing and maintaining a strategic fit
between the organization’s goals and
capabilities and its changing
marketing opportunities
Strategic Planning
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Companywide Strategic Planning
Defining
company’s
mission
Setting
objectives
Building
porfolio
Proposing
marketing
plan and
other
functional
strategies
The strategy must focus on
CUSTOMER
The corporate strategy leads marketing
strategy and marketing plan

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1. Defining a Market-Oriented Mission
Business field Customer
Offering
value
Core
activities
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Companywide Strategic Planning
• The mission statement is the
organization’s purpose, what it wants to
accomplish in the larger environment
• Market-oriented mission statement defines
the business in terms of satisfying basic
customer needs
1. Defining a Market-Oriented Mission
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Companywide Strategic Planning
Business
objectives
• Build profitable
customer
relationships
• Invest in market
research
• Improve profits
Marketing
objectives
• Increase
market share
• Create local
partnerships
• Increase
promotion
2. Setting Company Objectives and Goals
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Companywide Strategic Planning
The business portfolio is the collection of
businesses and products that make up the
company
Designing the Business Portfolio

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Companywide Strategic Planning
Strategic business unit (SBU) is a unit of
the company that :
- Has a separate mission and objectives
that can be planned separately from other
company businesses
- Has a own competitors
- Has a own BODs (Board of Directors) who
proposes strategy and plans
Analyzing the Current Business Portfolio
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VINGROUP’S SBU
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Companywide Strategic Planning
Product/market expansion grid is a
tool for identifying company growth
opportunities through
1. Market penetration
2. Market development
3. Product development
4. Diversification
Developing Strategies for Growth and
Downsizing
Chapter 2- slide 12Copyright © 2010 Pearson Education, Inc.
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Current
products
New products
Current
market
1. Market
penetration
3. Product
development
New market 2. Market
development
4. Diversification
Developing Strategies for Growth and Downsizing

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1. Market penetration
Market penetration is a growth strategy increasing sales to
current market segments without changing the product
- Often using promotion and pricing tools
Market penetration is a growth strategy increasing sales to
current market segments without changing the product
- Often using promotion and pricing tools
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2. Market development
Market development is a growth strategy that identifies and
develops new market segments for current products
- Develop new distribution channels, new markets
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3. Product development
Product development is a growth strategy that offers new or
modified products to existing market segments
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4. Diversification
Diversification is a growth strategy for starting up or acquiring
businesses outside the company’s current products and markets
AcquiredAcquired

5. 9/20/2017
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CHIẾN LƯỢC ĐA DẠNG HÓA
THÂU TÓM
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Companywide Strategic Planning
Downsizing is the reduction of the
business portfolio by eliminating products
or business units that are not profitable
or that no longer fit the company’s overall
strategy
Developing Strategies
for Growth and Downsizing
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Marketing Strategy and the
Marketing Mix
Market segmentation is the division of a
market into distinct groups of buyers
who have distinct needs,
characteristics, or behavior, and who
might require separate products or
marketing mixes
Market segment is a group of consumers
who respond in a similar way to a given
set of marketing efforts
Customer-Driven Marketing Strategy
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Marketing Strategy and the
Marketing Mix
Market targeting is the process of
evaluating each market segment’s
attractiveness and selecting one or
more segments to enter
Customer-Centered Marketing Strategy

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Marketing Strategy and the Marketing
Mix
Market positioning is the arranging for a
product to occupy a clear, distinctive,
and desirable place relative to
competing products in the minds of the
target consumer
Customer-Centered Marketing Strategy
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Marketing Strategy and the Marketing
Mix
Marketing mix is the set of controllable
tactical marketing tools—product, price,
place, and promotion—that the firm
blends to produce the response it wants
in the target market
Developing an Integrated Marketing Mix
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Marketing mix
Target
Customer
MARKETING
MIX
Product
• Porfolio
• Quality
• Design
• Features
• Brand
• Label &
Packaging
• Service
Promotion
• Advertising
• Personal selling
• Sales promotion
• Public relations
PR
• Direct Marketing
• Digital Marketing
Place
• Distribution
channels
• Market coverage
• Location
• Storage
• Transportation
• Delivery
Price
• Retail price
• Wholesale price
• Discount
• Deduction
• Payment time
and policies
• Debt policies
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Managing the Marketing Effort
Executive
summary
Marketing situation Threats and
opportunities
Objective and
issues SPT
Marketing
mix 4Ps
Action programs Budgets Controls
Market Planning—Parts of a Marketing Plan

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Managing the Marketing Effort
Implementing is the process that turns
marketing plans into marketing actions to
accomplish strategic marketing objectives
Marketing Implementation
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Managing the Marketing Effort
• Controlling is the measurement and
evaluation of results and the taking of
corrective action as needed
• Operating control
• Strategic control
Marketing Control
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Measuring and Managing
Return on Marketing Investment
Return on marketing investment (marketing
ROI) is the net return from a marketing
investment divided by the costs of the
marketing investment. Marketing ROI
provides a measurement of the profits
generated by investments in marketing
activities.
Return on Marketing Investment
(Marketing ROI)