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1. Chapter
2
Developing
Marketing
Strategies and
Plans
Dr. Khaled Hafez
MD, M.Sc., AFSA, MFA

2. To catch up:
Q = S
R = TEM
SMART
POLCA
P-I-FU-M&E
SIX PILLARS of Marketing
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

3.  A source of competitive advantage and makes a significant
contribution to perceived customer benefits.
 Applications in a wide variety of markets
 Difficult for competitors to imitate
Core Competencies ‫للشركات‬ ‫الخاصة‬ ‫المميزة‬ ‫القدرات‬
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

4.  Businesses as an investment portfolio
 Assessing company’s position in the market
 Establishing a long-term strategy
Strategic Planning: Central Role
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

5. The central instrument for directing and
coordinating the marketing effort:
–Strategic
–Tactical
Marketing Plan
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

6. Strategic Planning, Implementation
& Control Processes
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

7. • What is our business?
• Who is the customer?
• What is of value to the customer?
• What will our business be?
• What should our business be?
Corporate Mission
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

8. Company Product Market
Missouri-Pacific
Railroad
We run a railroad We are a people-and-
goods mover
Xerox We make copying
equipment
We improve office
productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We market
entertainment
Product vs Market Orientation
Module 2: Marketing Strategies & Plans
Value
Marketing by Value

9. Market Growth Strategies
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

10.  Intensive Growth
 Integrative Growth
 Diversification Growth
 Downsizing and Divesting Older Businesses
Module 2: Marketing Strategies & Plans
Market Growth Strategies
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

11. Organization and Organizational Culture
A company’s organization consists of its structures, policies,
and corporate culture, all of which can become dysfunctional
in a rapidly changing business environment.
Corporate culture: “The shared experiences, stories,
beliefs, and norms that characterize an organization”
Module 2: Marketing Strategies & Plans

12. Marketing Innovation: Innovate or Evaporate (Kotler)
Module 2: Marketing Strategies & Plans
Market Innovation Strategies
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

13. Module 2: Marketing Strategies & Plans
Strategic Planning Process
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

14. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

15. Goal formulation (MBO)
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

16. Goal formulation (MBO)
Module 2: Marketing Strategies & Plans
S
M
A
R
T
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

17. Categories of marketing alliances
– Product or service alliance
– Promotional alliance
– Logistics alliances
– Pricing collaborations
Module 2: Marketing Strategies & Plans
Market Strategic Alliances
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

18. Control
Peter Drucker
Effective versus Efficient
Module 2: Marketing Strategies & Plans

19. Control
Peter Drucker
it is more important to “do the required target”—to be
effective—than to be efficient
The most successful companies, however, excel at
both
Module 2: Marketing Strategies & Plans

20. Marketing Plan Contents
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Marketing tactics
 Financial projections
 Implementation controls
Module 2: Marketing Strategies & Plans

21.  Is the plan simple?
 Is the plan complete?
 Is the plan specific?
 Is the plan realistic?
Is it SMART?
Evaluating a Marketing Plan
Module 2: Marketing Strategies & Plans
Copyright © 2016 Pearson Education Ltd. © ESLSCA Egypt © Khaled Hafez

22. Thank You
Khaled Hafez