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Strategic Marketing (SMM)
Rashid Saleem
Lecture 1: INTRODUCTION
Strategic Marketing
Long-term implications
Large investments
Broader concept
Top management
Meeting customers’ needs profitably
Management Strategy
Planning
Organizing
Leading
Controlling
An actionable plan
Strategic Management: set of
managerial decisions and actions that
determine the long-run performance of
a corporation
Marketing Strategy:
An actionable marketing plan
Outcome of strategic marketing
Strategic Marketing: it is a method
through which an organization
differentiates itself from its competition
by focusing on its strengths to provide
better service and value to its
customers
Marketing Management:
Research and analysis
(environmental analysis, consumer
behavior, segmentation)
Strategies
(targeting, positioning, differentiation,
marketing mix)
Implementation & Control
CONCEPTUAL DEVELOPMENT OF MARKETING
Production concept Mass production, EOS, low cost, mass distribution
Product concept Quality, performance, innovative features of the product
Selling concept Aggressive selling promotion effort, push strategy
Marketing concept Identify needs, provide solution, establish long-term profitable customer
relations
Societal marketing concept Doing business by sharing some part of profit for the welfare of society
(CSR)
MARKET ORIENTATION: Organization-wide philosophy of CUSTOMER FIRST
STRATEGIC MANAGEMENT
MATRIX
Management Focus
Internal External
Decision-making
Level
High Corporate
Strategy
Strategic
Marketing
Low Other Functions Marketing
Management
SM SMM
Focus on sustainable competitive
advantage
Focus on customer value
Inclined towards both internal and
external environment
Inclined towards external environment
Larger field than SMM (marketing is
considered as function)
Larger field if marketing would be
considered as philosophy (MO)
Primarily supplier side Both supplier and demand side
Marketing Strategy (MS) SMM
Plan Process
Implementation Planning
Lower management Top management
Narrow scope Broader scope
Short-range Long-range
Marketing Management (MM) SMM
Actions Analysis
Existing opportunities New opportunities
Stable environment Dynamic environment
Marketing department Cross-functional
Short-range Long-range
Reactive behavior Proactive behavior
Near and effective vision Far and wide vision
Present orientation Future orientation
SM Process SMM Process
Environmental scanning Analysis phase
Strategy formulation Planning phase
Strategy implementation Implementation phase
Strategy evaluation and control Evaluation phase
Strategic Marketing:
It is a method through which an organization
differentiates itself from its competition by
focusing on its strengths to provide better
service and value to its customers
Marketing Research and Marketing Strategy
• External environment and PEST analysis
• Industry/Market analysis
• External Factor Evaluation (EFE) matrix
• Completive Profile Matrix (CPM)
• Organization and Value Chain analysis
• Internal Factor Evaluation (IFE) matrix

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Chapter One

  • 2. Lecture 1: INTRODUCTION Strategic Marketing Long-term implications Large investments Broader concept Top management Meeting customers’ needs profitably Management Strategy Planning Organizing Leading Controlling An actionable plan
  • 3. Strategic Management: set of managerial decisions and actions that determine the long-run performance of a corporation Marketing Strategy: An actionable marketing plan Outcome of strategic marketing Strategic Marketing: it is a method through which an organization differentiates itself from its competition by focusing on its strengths to provide better service and value to its customers Marketing Management: Research and analysis (environmental analysis, consumer behavior, segmentation) Strategies (targeting, positioning, differentiation, marketing mix) Implementation & Control
  • 4. CONCEPTUAL DEVELOPMENT OF MARKETING Production concept Mass production, EOS, low cost, mass distribution Product concept Quality, performance, innovative features of the product Selling concept Aggressive selling promotion effort, push strategy Marketing concept Identify needs, provide solution, establish long-term profitable customer relations Societal marketing concept Doing business by sharing some part of profit for the welfare of society (CSR) MARKET ORIENTATION: Organization-wide philosophy of CUSTOMER FIRST
  • 5. STRATEGIC MANAGEMENT MATRIX Management Focus Internal External Decision-making Level High Corporate Strategy Strategic Marketing Low Other Functions Marketing Management
  • 6. SM SMM Focus on sustainable competitive advantage Focus on customer value Inclined towards both internal and external environment Inclined towards external environment Larger field than SMM (marketing is considered as function) Larger field if marketing would be considered as philosophy (MO) Primarily supplier side Both supplier and demand side Marketing Strategy (MS) SMM Plan Process Implementation Planning Lower management Top management Narrow scope Broader scope Short-range Long-range
  • 7. Marketing Management (MM) SMM Actions Analysis Existing opportunities New opportunities Stable environment Dynamic environment Marketing department Cross-functional Short-range Long-range Reactive behavior Proactive behavior Near and effective vision Far and wide vision Present orientation Future orientation
  • 8. SM Process SMM Process Environmental scanning Analysis phase Strategy formulation Planning phase Strategy implementation Implementation phase Strategy evaluation and control Evaluation phase Strategic Marketing: It is a method through which an organization differentiates itself from its competition by focusing on its strengths to provide better service and value to its customers
  • 9. Marketing Research and Marketing Strategy • External environment and PEST analysis • Industry/Market analysis • External Factor Evaluation (EFE) matrix • Completive Profile Matrix (CPM) • Organization and Value Chain analysis • Internal Factor Evaluation (IFE) matrix