The document outlines the key components of developing market strategies and plans, including value delivery processes, core competencies, strategic planning, and marketing innovation. It discusses assessing growth opportunities through intensive, integrative and diversification strategies. Business unit strategic planning involves SWOT analysis and goal formulation. Finally, an effective marketing plan starts with the customer and focuses on research and relationships.

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Chapter 2: Developing Market
Strategies and Plans
4A: Isabelle Erika Martinez

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Outline
• I. Marketing and Customer Value
– Value Delivery Process
– Core Competencies
– Strategic Planning
• II. Corporate and Division Strategic Planning
– Define the Corporate Mission
– Establishing strategic business units
– Assessing growth opportunities
– Marketing Innovation
• III. Business Unit Strategic Planning
– SWOT analysis
– Goal and Strategic Formulation
• IV. Product Planning: The Nature and Contents of a
Marketing Plan

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1. Value Delivery Process
• Choosing the value
– Segmentation, targeting, positioning (STP)
– VALUE CHAIN
• Primary: Inbound logistics, operations, outbound logistics,
marketing, service
• Support: procurement, technology development, HR
management, firm infrastructure
• Kotler example: Xerox Customer
Operations Group
• Local example: BPI
• Medical example: B. Braun Medical Inc.
I. Marketing and Customer

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2. Core Competencies
• Source of COMPETITIVE ADVANTAGE
and contributes to perceived customer
benefit
• Wide market application
• Difficult to imitate
• Kotler example: Kodak expanded its
line of digital cameras and equipment,
and increased market share in medical
imaging
• Local example: Jollibee, Inc.
• Medical example: pfizer
I. Marketing and Customer

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3. Strategic Planning
• Investment portfolio
• Assessing strength through market’s
growth rate and position and fit in
said market
• Establishing a strategy
• Strategic and marketing plan
• Local example: SM Investment
Corps.
I. Marketing and Customer

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4. Define the Corporate Mission
• Focus on a limited number of goals
• Stress the company’s major policies and values
• Define the major competitive spheres where the
company will operate
• Take a long term view
• Short, memorable and meaningful
• Kotler example: Google – To organize the world’s
information and make it universally accessible and
useful.
• Local example: Cebu Pacific – “Why everyone flies”.
Cebu Pacific brings people together through safe,
affordable, reliable, and fun-filled air travel.

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5. Establish strategic business
units
• Market definition – business as a customer
satisfying process
– Customer groups, customer needs, technology
• SBU
– Single business or a collection of related business that can be
planned separately
– Own set of competitors
– Has a manager responsible for strategic planning and profit
performance
• Kotler example: News Corp. includes all
aspects of broadcast media
• Local example: PLDT
• Medical example: Johnson & Johnson

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6. Assessing Growth
Opportunities
• Intensive opportunities
– Identify opportunities for growth within current business
– Kotler example: ESPN
– Local example: Sun cellular
• Integrative opportunities
– Identify opportunities to build or acquire businesses related
to current business
– Kotler example: NBC Universal
• Diversification opportunities
– Identify opportunities to add attractive unrelated businesses
– Kotler example: Walt Disney Company
– Local example: JG Summit

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7. Marketing Innovation
• Scenario analysis
• Business innovation
– Offerings (WHAT), Platform , Solutions,
Customers (WHO), Customer experience, Value
capture, Processes (HOW), Organization, Supply
chain, Presence (WHERE), Networking, Brand
• Kotler example: Netflix
• Local example: “It’s more fun in the
Philippines” tourism
• Medical example: The Medical City

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8. SWOT Analysis
• External analysis – threats and
opportunities
• Internal analysis – strengths and
weaknesses
• Kotler example: Loan Bright changed
their marketing efforts

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9. Goal and Strategic Formulation
• Kotler example: strong market share
growth vs. strong short term profits
– Volkswagen vs. Porsche
• Porter’s generic strategies
– Overall cost leadership, differentiation, focus
– Kotler example: online air travel industry

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10. Marketing Plan
• Customer as the starting point
• Research and relationships
• Kotler example: cisco systems and
“The Human Network” campaign
• Local example: ABS-CBN’s
multiplatform selling

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• Martinez, Isabelle Erika G.
• MD-MBA 12-0085
• ASMPH 2017