This presentation covers the topics Marketing Strategy and Marketing Plan. It also covers the important vocabulary of the lesson.

1. Marketing Strategy/Plan
Sydney Duke

2. Index
WHAT IS A MARKETING
STRATEGY?
3
STRATEGY
4
MARKETING PLAN
7
MARKETING STEPS
8
MISSION STATEMENT
9
SWOT ANALYSIS
10
IDENTIFY AND EVAULATE
11
REFERENCES

3. What is a Marketing
Strategy?
A marketing strategy identifies:
• A firm’s target market(s)
• A related marketing mix (four
P’s)
• The bases on which the firm
plans to build a sustainable
competitive advantage
20XX presentation title 3

4. Strategies

5. THERE ARE FOUR STRATEGIES THAT FOCUS
ON THE ASPECTS OF THE MARKETING MIX
Customer excellence
Operational excellence
Product excellence
Locational excellence
20XX presentation title 5

6. Strategies
CUSTOMER
EXCELLENCE
Focuses on retaining loyal customers and excellent customer service.
OPERATIONAL
EXCELLENCE
Achieved through efficient operations and excellent supply chain and
human resource management.
PRODUCT
EXCELLENCE
Having products with high perceived value and effective branding and
positioning.
LOCATIONAL
EXCELLENCE
Having a good physical location and Internet presence.
20XX presentation title 6

7. Marketing Plan
A marketing plan is a written
document composed of an
analysis of the current
marketing situation,
opportunities and threats for the
firm, marketing objectives and
strategy specified in terms of the
four Ps, action programs, and
projected or pro forma income
(and other financial) statements.
20XX presentation title 7

8. Marketing Steps
STEP 1: Define business
mission and objectives
STEP 2: Conduct a
situation analysis
-Swot
STEP 3: Identify and
evaluate opportunities
STEP 4: Implement
marketing mix and allocate
resources
STEP 5: Evaluate
performance using
marketing metrics

9. Mission Statement
The mission statement, a broad
description of a firm’s objectives
and the scope of activities it
plans to undertake, attempts to
answer three main questions:
What type of business are we,
What are our objectives?, and
What do we need to do to
accomplish those objectives?

10. SWOT Analysis
WEAKNESSES: ARE NEGATIVE ATTRIBUTES OF THE FIRM
20XX presentation title 10
STRENGTHS: REFER TO THE POSITIVE INTERNAL ATTRIBUTES OF THE FIRM
THREATS: REPRESENT THE NEGATIVE ASPECTS OF THE COMPANIES EXTERNAL
ENVIRONMENT
OPPORTUNITIES: PERTAIN TO POSITIVE ASPECTS OF THE EXTERNAL ENVIRONMENT

11. Identify and Evaluate Opportunities
Using:
SEGMENTATION
o The process of
dividing the
market into
groups of
customers with
different needs,
wants, or
characteristics
TARGETING
o The process of
evaluating the
attractiveness of
various segments
and then deciding
which to pursue
as a market
POSITIONING
o Process of
defining the
marketing mix
variables so that
target customers
have a clear,
distinctive,
desirable
understanding of
what the product
does or
represents in
comparison with
competing
20XX presentation title 11

12. References
“Developing Marketing Strategies and A Marketing Plan.”
SmartBook 2.0,
https://learning.mheducation.com/static/awd/index.html?_t=16764
79924209#/.