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Developing marketing strategies & plans chap2 (f.untalan)

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Developing marketing strategies & plans chap2 (f.untalan)

  1. 1. Developing Marketing <br />Strategies & Plans<br />Chapter 2<br />Frederick Untalanv49 Marketing Management MBA in Health Batch 8AGSB Marketing Class Coached by Prof. Remigio De UngrIa<br />
  2. 2. Objectives<br />How does marketing affect customer value?<br />How is strategic planning carried out in different levels of the organization?<br />What does a marketing plan include?<br />
  3. 3. Marketing and customer value<br />
  4. 4. 3 V’s Approach to MArketing<br />
  5. 5. Value Delivery processDelivering “Superior Value”<br />Produces a product<br />Sells the product<br />Identifying/choosing the value<br />Segmentation<br />Targetting<br />Positioning<br />providing/delivering the value<br />Product features<br />Prices<br />Distribution<br />Communicating the value <br />TRADITIONAL view<br />Marketing starts early in the planning<br />
  6. 6. What is the Value Chain?<br />The Value Chain is a tool for identifying ways to create more customer value because every firm is a synthesis of Primary & Support activities performed to design, produce, market, deliver & support its products.<br />
  7. 7.
  8. 8.
  9. 9. Core Business Processess<br />1. Market –sensing process (marketing intelligence)<br />2. New – offering realization process (R & D)<br />3. Customer acquisition process (defining target markets & consumers)<br />4. Customer relationship management process (deeper understanding of consumers)<br />5. Fulfillment management process (receiving, shipping, & collecting payments)<br />
  10. 10. Characteristics of Core Competencies<br />
  11. 11. Holistic Marketing<br />Holistic marketing sees itself as<br />integrating the value exploration,<br />value creation, and value delivery<br />activities with the purpose of building<br />long-term, mutually satisfying<br />relationships and coprosperity among<br />key stakeholder<br />
  12. 12. Holistic Marketing<br />Maximizing & integrating…<br />
  13. 13. Holistic Marketing Framework<br />Customer Focus<br />Core Competencies<br />Collaborative Network<br />Value Exploration<br />Cognitive Space<br />Competency Space<br />Resource Space<br />Value Creation<br />Customer Benefits<br />Business Domain<br />Business Partners<br />Value Delivery<br />Customer relationship management<br />Internal Resource management<br />Business Partners<br />management<br />
  14. 14. Market Oriented Strategic Planning<br /> AIM of Strategic Planning:<br />To shape the company’s business & products so that they yield target profits & growth.<br />
  15. 15. Levels of a Marketing Plan<br />Strategic Marketing Plan<br />Tactical Marketing Plan<br />Product features<br />Target Markets<br />promotion<br />merchandising<br />Value Proposition<br />pricing<br />Sales channels<br />Analysis of Marketing opportunities<br />service<br />
  16. 16. Strategic Planning, Implementation, andControl Processes<br />Corporate Planning<br />Division Planning<br />Business Planning<br />Product Planning<br />Organizing<br />Implementing<br />Measuring Results<br />Diagnosing Results<br />Taking Corrective Action<br />
  17. 17. Strategic Business Units<br />A SBU is any organizational unit (e.g., company<br />division, product line, brand) that is a:<br />Single business or collection of related businesses that can be planned for separately from the rest of the company.<br />Has its own set of competitors.<br />Has a manager who is responsible for strategic planning and profit performance, who controls most of the factors affecting profit.<br />
  18. 18. Characteristics of SBU<br />
  19. 19. Strategic Planning & Its Activities<br />
  20. 20. Strategic Planning & Its Activities<br />
  21. 21. Strategic Planning & Its Activities<br />
  22. 22. The Strategic Planning Gap<br />SALES<br />Strategic <br />Planning <br />Gap<br />years<br />
  23. 23. The Strategic Planning Gap<br />
  24. 24. Good Mission Statements<br />
  25. 25. Business Unit Strategic Planning<br />External Environment ( opportunities /threats)<br />SWOT analysis<br />Business Mission<br />Goal formulation<br />Goal formulation<br />Program formulation<br />implementation<br />Feedback & control<br />Internal Environment (strengths/ weaknesses)<br />
  26. 26. SWOT ANALYSIS<br />
  27. 27. Porter’s Generic Strategies<br />
  28. 28. Categories of Marketing Alliances<br />
  29. 29. Marketing Plan<br />Comprehensive, written statement of what is expected from each business unit in the future<br /> Evolves from the company’s mission statement<br /> Usually prepared annually<br />Includes both historical information and recommendations on how to improve performance<br /> Combines strategies with timetables for action<br />
  30. 30. MARKETING PLAN<br />Market summary<br />Target markets<br />Market demographics<br />Geographics<br />Demographics<br />Behavior factors<br />Market needs<br />Market trends<br />Market growth<br />Executive summary<br />Situational analysis<br />
  31. 31. MARKETING PLAN<br />SWOT analysis<br />
  32. 32. MARKETING PLAN<br />
  33. 33. MARKETING PLAN<br />
  34. 34. MARKETING PLAN<br />Break even analysis<br />Sales forecast<br />Expense forecast<br />Implementation<br />Marketing organization<br />Contingency planning<br />Financials <br />Controls<br />
  35. 35. Contents of the Marketing Plan<br />
  36. 36. Evaluating a Marketing Plan<br /><ul><li>Is the plan simple?
  37. 37. Is the plan specific?
  38. 38. Is the plan realistic?
  39. 39. Is the plan complete?</li></li></ul><li>Conclusion<br />Value delivery process<br />Develop core business processes<br />Holistic marketing<br />Market oriented strategic planning<br />Corporate strategy<br />Strategic planning & its activites<br />Marketing Plan<br />
  40. 40. Developing Marketing <br />Strategies & Plans<br />Frederick Untalanv49 Marketing Management MBA in Health Batch 8AGSB Marketing Class Coached by Prof. Remigio De UngrIa<br />
  41. 41.
  42. 42.
  43. 43.
  44. 44. Holistic Marketing<br />Maximizing value exploration<br />How a company identify new value opportunities?<br />
  45. 45. Holistic Marketing<br />Identifying new customer benefits <br />Maximizing value creation<br />Selecting/<br />managing business partners from the collaborative networks<br />Utilizing core competence from the business domains<br />How can a company efficiently create more promising new value offerings?<br />
  46. 46. Holistic Marketing<br />Identifying new customer benefits <br />Maximizing value delivery<br />Selecting/<br />managing business partners from the collaborative networks<br />Utilizing core competence from the business domains<br />Proficiency<br />How can a company use its capabilities & infrastructure to deliver the new value offerings more efficiently?<br />

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