Guided By Prof. Rakesh ShiraseMBA-I
Vishal Patel | Drashti Shah | Jyotsana Iyer | Shruti Kumari | Pappu Kumar
What is the Value Chain?
The value chain is a tool for identifying
ways to create more customer value
because every firm is a synthesis of
primary and support activities
performed to design, produce, market,
deliver, and support its product.
Characteristics of Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
What is a Marketing Plan?
A marketing plan is the central instrument
for directing and coordinating the marketing
It operates at a strategic and tactical level.
Levels of a Marketing Plan
The Strategic Planning, Implementation, and
Corporate And Division Strategic Planning
Defining the corporate mission
Establishing strategic business units
Assigning resources to each SBU
Assessing growth opportunities
Defining the corporate mission
Mission statement includes the mission of
an organization which it needs to achieve
through careful marketing research by
carefully analyzing the needs and wants of
customer and providing him with the
Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
Take a long-term view
Short, memorable, meaningful
Sample Mission Statements
MARRIOTT’S Mission Statement:
We are committed to being the best lodging and
food service company in the world, by treating
employees in ways that create extraordinary
customer service and shareholder value
“To be an integrated biotechnology enterprise of
Infosys Technologies Limited
“To achieve our objectives in an environment of
fairness, honesty, and courtesy towards our
clients, employees, vendors and society at
It is a single business or collection of related
It has its own set of competitors
It has a leader responsible for strategic planning
Establish strategic business units (SBUs)
Characteristics of SBUs
Product Orientation vs. Market Orientation
Company Product Market
We run a railroad We are a people-
Xerox We make copying
We improve office
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertain people
Assign resources to each SBU
The Strategic Planning Gap
past and present
past and present ACTION
Build on them,
Emphasise in promotional
Exploit them if possible
Need to be identified and
Eliminate them if possible,
Must be addressed by
Marketing Plan decisions
Market Opportunity Analysis (MOA)
Can the benefits involved in the opportunity be
articulated convincingly to a defined target
Can the target market be located and reached
with cost-effective media and trade channels?
Does the company possess or have access to the
critical capabilities and resources needed to
deliver the customer benefits?
Can the company deliver the benefits better
than any actual or potential competitors?
Will the financial rate of return meet or exceed
the company’s required threshold for
Hierarchically arranged from the most to the
Quantitative objectives whenever possible
Objectives should be realistic
Objectives must be consistent
Feedback And Control
•Budgets / profit & loss
Problems with Planning
Companies become obsessed with the process or
technique rather than the actual content and
delivery of the plan!!
Unreliable or insufficient market research data can
make plans flawed from beginning!
not important/ no skills/ restrictive?
Unnecessary / cumbersome?
Fast changing markets
not useful / responsive?
However all organisations should plan!
Problems with Planning (Cont.)
Marketing Planning is Essential ...
Conflicting pressures make choices difficult
maximisation Cost minimisation
Table of contents
Marketing Plan should