3. Customer Value and Strategic Planning notes/09_strplang15g.pdf · 2017-01-15 · Growth Strategies Intensive Growth Integrative Growth Diversification Growth Downsizing Older Businesses
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3. Customer Value and Strategic Planning
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Customer‐Focused Mission and Strategy
• Example: Nike
Outline
• Marketing and Customer Value• Corporate Strategic Planning• Business Unit Strategic Planning • Marketing Process
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Holistic Marketing and Customer Value
• Value Exploration• Value Creation• Value Delivery
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Value Exploration
• Customer’s Cognitive Space• Company’s Core Competence Space• Collaborator’s Resource Space
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Value Creation
• Identify customer benefits• Utilize core competenceBusiness realignment may be necessary.
• Select and manage partners
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Value Delivery
• Customer Relationship Management• Internal Resource Management• Business Partnership Management
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Strategic PlanningStrategic Planning
Corporate strategic planningBusiness unit strategic planningThe marketing process
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What is Strategic Planning?
“The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”
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Corporate Strategic Planning
• Defining the corporate mission• Establishing strategic business units (SBUs) • Assigning resources to each SBU• Planning growth strategies
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Portfolio Design
• Analyze the current business portfolioBCG matrix
• Shape the future business portfolioProduct‐market matrix
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Figure 2-2:
Growth-Share Matrix
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The Future Role of Each SBU
• Build• Hold• Harvest • Divest
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Figure 4-4: The Strategic-Planning Gap
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Growth Strategies
Intensive Growth Integrative GrowthDiversification GrowthDownsizing Older Businesses
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Figure 4-5: Three Intensive Growth Strategies: Ansoff’s Product-Market Expansion Grid
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Figure 4-6: The Business Strategic-Planning Process
Business Unit Strategic Planning
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Business Unit Strategic Planning
Porter’s Generic StrategiesOverall cost leadershipDifferentiationFocus
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Travelocity’s Web site helps the consumer plan the whole vacation – flights, lodging, and car rental.com Marketing Alliances
• Product or service alliances• Promotional alliances• Logistic alliances• Pricing collaborations
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Planning Marketing
Marketers must practice Customer Relationship Management (CRM) and Partner Relationship Management.
Marketing Process
• Analyzing marketing opportunities;• Researching and Selecting target markets;• Designing marketing strategies;• Planning marketing programs;• Implementing and Controlling.
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The Value‐Delivery Process
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Sell the productMake the productProcureDesign
product Make Price Sell Advertise/promote Distribute Service
Choose the Value Provide the Value Communicate the Value
(a) Traditional physical process sequence
(b) Value creation & delivery sequence
Strategic marketing Tactical marketing Shan-Yu Chou 24
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Designing Customer‐Driven Marketing Strategies
區隔市場Market Segmentation選擇目標市場Market Targeting市場定位Market Positioning
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Positioning The Marketing Plan
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Executive Summary & Table of ContentsCurrent Marketing Situation
Opportunity & Issue AnalysisObjectives
Marketing StrategyAction Programs
Projected Profit-and-lossControls
Factors Influencing Company Marketing Strategy
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Competitors
Marketingintermediaries
PublicsSuppliers
Product
Promotion
Place PriceTargetcustomers
Demographic/economic
environment
Social/cultural
environment
Technical/physical
environment
Political/legal
environment
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Positioning changes with economic environment
Example: Target
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