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

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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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