AGSB CLDH MARKETING MANAGEMENT V78

1. www.linkedin.com/in/mar-jay-gulapa-patho/ 1
MAR-JAY S. GULAPA, MD, DPSP
Ateneo Graduate School of Business
DEVELOPING MARKETING
STRATEGIES AND PLANS
(A GLANCE AT THE MARKETING SETTING)
Understanding Marketing Management

2. www.linkedin.com/in/mar-jay-gulapa-patho/
QUESTIONS AND OBJECTIVES:
MARKETING:
1. How does it affect customer value?
2. How is strategic planning carried out at different
levels of the organization?
3. What does a marketing plan include?

3. www.linkedin.com/in/mar-jay-gulapa-patho/
OUTLINE:
MARKETING STRATEGIES AND PLANS…
1. How does it affect customer value?
Fine tuning of value delivery process and
choosing, providing and communicating superior
value

4. www.linkedin.com/in/mar-jay-gulapa-patho/
OUTLINE:
MARKETING STRATEGIES AND PLANS…
2. How is strategic planning carried out at different
levels of the organization? PIC
Planning
Implementation
Control

5. www.linkedin.com/in/mar-jay-gulapa-patho/
OUTLINE:
MARKETING STRATEGIES AND PLANS…
3. What does a marketing plan include? 5’S
Summary
Strategy
Situational analysis
eStimating (projecting) budget
Switch (control)

6. www.linkedin.com/in/mar-jay-gulapa-patho/
1. HOW DOES MARKETING AFFECT CUSTOMER VALUE?
TASK: DELIVER CUSTOMER VALUE AT A
PROFIT
VALUE DELIVERY
PROCESS
VALUE CHAIN
CORE
COMPETENCIES
HOLOSTIC MARKETING
ORIENTATION
STRATEGIC PLANNING

7. www.linkedin.com/in/mar-jay-gulapa-patho/
2. HOW IS STRATEGIC PLANNING CARRIED OUT
AT DIFFERENT LEVELS OF THE ORGANIZATION?
PLANNING IMPLEMENTATION CONTROL
1.

8. www.linkedin.com/in/mar-jay-gulapa-patho/
2. HOW IS STRATEGIC PLANNING
CARRIED OUT AT DIFFERENT LEVELS OF
THE ORGANIZATION?

9. www.linkedin.com/in/mar-jay-gulapa-patho/
CENTRAL ROLE OF STRATEGIC
MARKETING PLAN
• STRATEGIC
VALUE
PROPOSITION
ANALYSIS OF
MARKETING
OPPORTUNITIES
TARGET
MARKETING
DECISIONS

10. www.linkedin.com/in/mar-jay-gulapa-patho/
CENTRAL ROLE OF STRATEGIC
MARKETING PLAN
• TACTICAL
• Product features
• Promotion
• Merchandising
• Pricing
• Sales channels
• Service

11. www.linkedin.com/in/mar-jay-gulapa-patho/
3. WHAT DOES A MARKETING PLAN
INCLUDE?
EXECUTIVE SUMMARY
MARKETING STRATEGY
SITUATIONAL ANALYSIS
FINANCIAL PROJECTIONS
IMPLEMENTATION CONTROLS

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LOCAL APPLICATION
LABORATORY: TOP EARNER

13. www.linkedin.com/in/mar-jay-gulapa-patho/
OUTLINE:
MARKETING STRATEGIES AND PLANS…
1. How does it affect customer value?
Fine tuning of value delivery process and
choosing, providing and communicating superior
value

14. www.linkedin.com/in/mar-jay-gulapa-patho/
OUTLINE:
MARKETING STRATEGIES AND PLANS…
2. How is strategic planning carried out at different
levels of the organization? PIC
Planning
Implementation
Control

15. www.linkedin.com/in/mar-jay-gulapa-patho/
OUTLINE:
MARKETING STRATEGIES AND PLANS…
3. What does a marketing plan include? 5’S
Summary
Strategy
Situational analysis
eStimating (projecting) budget
Switch (control)

16. www.linkedin.com/in/mar-jay-gulapa-patho/ 16
MAR-JAY S. GULAPA, MD, DPSP
Ateneo Graduate School of Business
DEVELOPING MARKETING
STRATEGIES AND PLANS
(A GLANCE AT THE MARKETING SETTING)
Understanding Marketing Management