This document discusses marketing strategy and provides guidance on developing an effective strategic marketing plan. It defines strategy and outlines the key components of an effective strategy. It also describes the hierarchy of strategies from corporate to business to marketing levels. Additionally, it discusses the importance of market orientation and how production-oriented organizations differ from market-oriented organizations. Finally, it provides guidelines for market-oriented management and outlines the key elements that should be included in a comprehensive marketing plan.

1. Welcome to
Marketing Strategy
Strategic Marketing Perspectives Behind
Successful Corporates and Businesses

2. What is Strategy
?

3. A strategy is a fundamental
pattern of present and planned
objectives, resource deployments,
and interactions of an
organization with markets,
competitors, and other
environmental factors

4. Components of Strategy
 Scope
 Goals and objectives
 Resource deployments
 Identification of sustainable
competitive
 Advantage
 Synergy

5. The Hierarchy
of Strategies
Three major levels of strategy are:
1. Corporate strategy
2. Business-level strategy
3. Marketing strategy

6. Market
Oriented
Management
Market-Oriented Management
1. Follows a business philosophy
commonly called marketing concept
• Which should come first – the
customer need or the product
idea?
2. Consistent focus by personnel in all
departments and at all levels
• What sort of decisions must
marketing managers make to
effectively serve customer needs?
3. Adopts a variety of organizational
procedures and structures:
• To improve the responsiveness of
decision making

7. Differences between Production-
Oriented and Market-Oriented
Organizations
Business Activity or
Function
Production Orientation
Marketing
Orientation
Product offering
Company sells what it
can make
Company makes
what it can sell
Product line Narrow Broad
Pricing
Based on production
and
distribution costs
Based on perceived
benefits
provided
Research
Focus on product
improvement and cost
cutting in
the production process
Focus on
identifying new
opportunities and
applying new
technology to satisfy
customer needs

8. Business Activity
or Function
Production Orientation Marketing Orientation
Packaging Protection for the
product;
minimize costs
Designed for customer
convenience; a
promotional tool
Credit A necessary evil;
minimize bad debt
losses
A customer service; a
tool to attract
customers
Promotion Emphasis on product
features,
quality, and price
Emphasis on product
benefits and
ability to satisfy
customers’ needs or
solve problems

9. 1. Create customer focus throughout the business
2. Listen to the customer
3. Define and nurture your distinctive competence
4. Define marketing as market intelligence
5. Target customers precisely
6. Manage for profitability, not sales volume
7. Make customer value the guiding star
8. Let the customer define quality
9. Measure and manage customer expectations
10.Build customer relationships and loyalty
11.Define the business as a service business
12.Commit to continuous improvement and innovation
13.Manage culture along with strategy and structure
14.Grow with partners and alliances
15.Destroy marketing bureaucracy
Guidelines for Market-Oriented Management

10. Factors that Mediate
Strategic Marketing's Role
1. Competitive factors affect a firm’s
market orientation
2. Influence of different development
stages across industries and global
markets
3. Strategic inertia

11. Formulating and
Implementing
Marketing Strategy
Process
1. Decision-Making Focus
2. Analysis of the four “Cs”
3. Integrating marketing strategy
with the firm's other strategies
and resources
4. Market opportunity analysis
- Understanding Market
Opportunities
- Measuring Market
Opportunities
- Market Segmentation,
Targeting, and Positioning
Decisions
5. Formulating strategies for
specific market situations
6. mplementation and control of
the marketing strategy

12. Marketing Plan
A marketing plan is a written
document detailing the current
situation with respect to customers,
competitors, and the external
environment

13. Contents of a Marketing Plan
• Executive summary
• Current situation and trends
• Performance review (for an existing good or
service only)
• Key issues
• Objectives
• Marketing strategy
• Action plans
• Projected profit-and-loss statement
• Controls
• Contingency plans