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Marketing Management MBA CP 205
Developing Marketing  Strategies and Plans
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Marketing and Customer Value The value delivery process: Traditional Physical Process Sequence Make the product Sell the product Design product Procure Make Price Sell Advertise Promote Distribute Service Developing Marketing Strategies and Plans
Value Creation and Delivery Sequence Chose the value Provide the value Communicate the value Customer segmentation Market selection/ focus Value positioning Product development Service development Pricing Sourcing Making Distributing Servicing Sales force Sales  promotion Advertising Strategic Marketing Tactical Marketing Developing Marketing Strategies and Plans
Improving the value delivery process the Japanese way Developing Marketing Strategies and Plans Zero customer feedback time Zero product  improvement time Zero  purchasing time Zero setup time Zero defects

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Ii mm.02.10

  • 2. Developing Marketing Strategies and Plans
  • 3.
  • 4. Marketing and Customer Value The value delivery process: Traditional Physical Process Sequence Make the product Sell the product Design product Procure Make Price Sell Advertise Promote Distribute Service Developing Marketing Strategies and Plans
  • 5. Value Creation and Delivery Sequence Chose the value Provide the value Communicate the value Customer segmentation Market selection/ focus Value positioning Product development Service development Pricing Sourcing Making Distributing Servicing Sales force Sales promotion Advertising Strategic Marketing Tactical Marketing Developing Marketing Strategies and Plans
  • 6. Improving the value delivery process the Japanese way Developing Marketing Strategies and Plans Zero customer feedback time Zero product improvement time Zero purchasing time Zero setup time Zero defects
  • 7. 3 Vs approach to Marketing Developing Marketing Strategies and Plans Define the value segment Define the value proposition Define the value network
  • 8. Inbound Logistics Operations Outbound logistics Marketing And Sales Service Firm Infrastructure Human Resource Management Technology development Procurement Support activities Primary activities Margin Margin The Value within an organization Developing Marketing Strategies and Plans
  • 9. Developing Marketing Strategies and Plans Organizational costs and performance measures Competitor costs and performance measures Benchmarks
  • 10. The core business processes Developing Marketing Strategies and Plans Market sensing Customer acquisition New offering realization Fulfillment management Customer relationship management
  • 11.
  • 12.
  • 13. Holistic Marketing Orientation framework Value Exploration Value Creation Value Delivery Customer Focus Core Competencies Collaborative Network Cognitive Space Competency Space Resource Space Customer benefits Business Domain Business partners Customer relationship management Internal resource management Business Partner management Developing Marketing Strategies and Plans
  • 14. Strategic Planning requires action in three areas … Developing Marketing Strategies and Plans Managing a company’s business as an Investment portfolio Assess each businesses’ strength Establishing strategy
  • 15.
  • 16. Four Organizational Levels … Developing Marketing Strategies and Plans Corporate Level Division Level Business unit Level Product Level
  • 17. The Strategic Planning, Implementing and Control Processes Corporate Planning Division Planning Business Planning Product Planning Organizing Implementing Measuring results Diagnosing results Taking corrective action Planning Implementing Controlling Developing Marketing Strategies and Plans
  • 18.
  • 19. Good Mission Statements Developing Marketing Strategies and Plans Focus on limited number of goals Stress major policies and values Define major competitive spheres
  • 20. Developing Marketing Strategies and Plans Major Competitive Spheres Industry Products Market segment Geographical Competence Vertical channels
  • 21. Dimensions that define a business Developing Marketing Strategies and Plans Customer groups Technology Customer needs
  • 22.
  • 23.
  • 24. Strategic – Planning Gap Time (Years) Sales Intensive growth Integrative growth Diversification growth Desired sales Current portfolio Strategic-planning gap Developing Marketing Strategies and Plans
  • 25. Ansoff’s Product-Market Expansion Matrix 1. Market-Penetration Strategy 3. Product-development Strategy 2. Market-development Strategy (Diversification strategy) Current Markets Current Products New Markets New Products Developing Marketing Strategies and Plans
  • 26. Business Unit Strategic Planning framework Business mission External environment (Opportunity & Threat) analysis Goal formula- tion Implemen- tation Internal environment (strength/weak ness analysis) Strategy formula- tion Program formula- tion Feedback and control SWOT Analysis Developing Marketing Strategies and Plans
  • 27. SWOT Analysis Developing Marketing Strategies and Plans Strengths Weaknesses Opportunities Threats
  • 28.
  • 29.
  • 30. 1 3 4 2 4 1 3 2 High High High High Low Low Low Low Success probability Probability of occurrence Opportunity matrix Threats matrix Attractiveness Seriousness Developing Marketing Strategies and Plans
  • 31.
  • 32.
  • 33. Strategy formulation – Porter’s generic strategies Developing Marketing Strategies and Plans Overall Cost Leadership Differentiation Focus
  • 34. Strategy formulation – Strategic alliances Developing Marketing Strategies and Plans Product or Service Alliances Promotional Alliances Logistics Alliances Pricing Collaborations
  • 35.
  • 36.