Company and Marketing Company and Marketing Strategy Strategy Chapter 2 Chapter 2
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Company and Company and Marketing StrategyMarketing Strategy
Chapter 2Chapter 2
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Objectives
Understand companywide strategic planning Understand companywide strategic planning and its four steps.and its four steps.Learn how to design business portfolios and Learn how to design business portfolios and develop strategies for growth and downsizing.develop strategies for growth and downsizing.Understand marketing’s role in strategic Understand marketing’s role in strategic planning and how marketers partner with planning and how marketers partner with others.others.
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Objectives
Be able to describe the marketing Be able to describe the marketing process and the forces that process and the forces that influence it.influence it.Understand the marketing Understand the marketing management functions, including management functions, including the elements of the marketing plan.the elements of the marketing plan.
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Known for films, Known for films, animation, theme parks animation, theme parks and customer orientationand customer orientationParks offer a variety of Parks offer a variety of attractions as well as attractions as well as cleanliness, order, and cleanliness, order, and warmthwarmth
Satisfying the Satisfying the customer is customer is everyone’s jobeveryone’s jobDisney has grown via Disney has grown via diversificationdiversificationSales and net income Sales and net income have fallenhave fallen
cWalt Walt Disney
Discussion:Discussion: How Can Disney Recover?How Can Disney Recover?
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Disney companies
ABCABC16 cable networks16 cable networks ESPNESPN, Disney Channel, Toon Disney, , Disney Channel, Toon Disney,
SoapNET, A&E, the History Channel, SoapNET, A&E, the History Channel, LifetimeLifetime Television, Television, E! Entertainment E! Entertainment
4 TV production companies4 TV production companies8 movie production companies8 movie production companies Walt DisneyWalt Disney, , TouchstoneTouchstone Pictures, Pictures,
Hollywood Pictures, Miramax FilmsHollywood Pictures, Miramax Films
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More Disney companies
5 magazine publishing groups5 magazine publishing groups5 music labels5 music labels19 Internet groups19 Internet groupsDisney InteractiveDisney InteractiveThe Disney StoreThe Disney StoreDisney Cruise LinesDisney Cruise LinesTwo sports FranchisesTwo sports Franchises
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Strategic Planning
Strategic planning is defined as:Strategic planning is defined as: ““The process of developing and The process of developing and
maintaining a strategic fit between maintaining a strategic fit between the organization’s goals and the organization’s goals and capabilities and its capabilities and its changing marketing opportunities.”changing marketing opportunities.”
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Nervewire Video Clip
Consultants may offer valuable services and expertise during the strategic planning process.
BusinessNow
Click the picture above to play video
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Figure 2-1: Steps in the
Strategic Planning Process
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Mission statements should . . .Mission statements should . . . serve as a guide for what the organization wants serve as a guide for what the organization wants
to accomplish.to accomplish. be “market-oriented” rather than “product-be “market-oriented” rather than “product-
oriented”.oriented”. be neither too narrow, nor too broad.be neither too narrow, nor too broad. fit with the market environment.fit with the market environment. be motivating.be motivating.
Strategic Planning
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Strategic Planning
Mission statements guide the Mission statements guide the development of objectives and goals.development of objectives and goals. Objectives are developed at each level in Objectives are developed at each level in
the organization hierarchy.the organization hierarchy. Strategies are developed to accomplish Strategies are developed to accomplish
these objectives.these objectives.
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Google.comGoogle.com is one of is one of the leading Internet the leading Internet search engines. search engines.
Construct a market-Construct a market-oriented mission oriented mission statement that fits statement that fits this business.this business.
Discussion Question
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Strategic Planning
Business portfolio:Business portfolio: “the collection of businesses “the collection of businesses and products that make and products that make up the company.”up the company.” Designing the businessDesigning the business
portfolio is a key step in portfolio is a key step in the strategic planning the strategic planning process.process.
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Strategic Planning
Step 1: Step 1: Analyze the Analyze the current business current business portfolioportfolioStep 2: Step 2: Shape the future Shape the future business portfoliobusiness portfolio
Identify strategic business Identify strategic business units (SBUs)units (SBUs)Assess each SBU:Assess each SBU: The BCG growth-share The BCG growth-share
matrix classifies SBUs matrix classifies SBUs into one of four into one of four categories using:categories using:Market growth rate Market growth rate The SBU’s relative market The SBU’s relative market
share within the market.share within the market.
Portfolio DesignPortfolio Design
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Figure 2-2: Growth-Share Matrix
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Strategic Planning
Step 1: Step 1: Analyze the Analyze the current business current business portfolioportfolioStep 2:Step 2: Shape the future Shape the future business portfoliobusiness portfolio
Determine the future role of Determine the future role of each SBU and choose the each SBU and choose the appropriate resource appropriate resource allocation strategy:allocation strategy: BuildBuild HoldHold HarvestHarvest DivestDivest
SBUs change positions over SBUs change positions over timetime
Portfolio DesignPortfolio Design
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Strategic Planning
Matrix approaches to formal planning Matrix approaches to formal planning share many problems:share many problems: Difficult, time-consuming, Difficult, time-consuming,
and costly to implement.and costly to implement. Focus only on current Focus only on current
businesses.businesses. Too strongly emphasize Too strongly emphasize
market share growth or market share growth or growth via diversification.growth via diversification.
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Strategic Planning
Designing the business portfolio Designing the business portfolio also involves:also involves: Developing strategies for growth by Developing strategies for growth by
identifying, evaluating, and selecting identifying, evaluating, and selecting promising new market opportunities.promising new market opportunities.
Developing strategies for Developing strategies for downsizing the business portfolio.downsizing the business portfolio.
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Marketing plays a key role in the Marketing plays a key role in the strategic planning process.strategic planning process.
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Figure 2-4: The Marketing Process
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The Marketing ProcessThe strategic planning The strategic planning and business portfolio and business portfolio analysis processes analysis processes help to identify and help to identify and evaluate marketing evaluate marketing opportunities.opportunities.The purpose of the The purpose of the marketing process is marketing process is to help the firm plan to help the firm plan how to capitalize on how to capitalize on these opportunities.these opportunities.
Key ElementsKey Elements
Analyzing marketing Analyzing marketing opportunitiesopportunitiesSelecting target Selecting target marketsmarketsDeveloping the Developing the marketing mixmarketing mixManaging the Managing the marketing effortmarketing effort
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The Marketing Process
Analyzing marketing Analyzing marketing opportunitiesopportunitiesSelecting target Selecting target marketsmarketsDeveloping the Developing the marketing mixmarketing mixManaging the Managing the marketing effortmarketing effort
Key ElementsKey Elements The segmentation The segmentation process divides the process divides the total market into total market into market segments.market segments.Target marketingTarget marketing chooses which chooses which segment(s) are segment(s) are pursued.pursued.Market positioningMarket positioning for the product is for the product is then determined.then determined.
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PositioningMarket positioning is not restricted to physical goods. Identify the “competing products” of relevance to the Marble Collegiate Church.
What clear, distinctive, and desirable place in the consumer’s mind does the ad at left attempt to create?
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The Marketing ProcessCompetitor analysis Competitor analysis guides competitive guides competitive marketing strategy marketing strategy development.development.Strategy leads to tactics Strategy leads to tactics via the marketing mix: via the marketing mix: The “Four Ps” – product, The “Four Ps” – product,
price, place, promotion price, place, promotion (seller viewpoint)(seller viewpoint)
The “Four Cs” – The “Four Cs” – customer solution, cost, customer solution, cost, convenience, and convenience, and communication communication (customer viewpoint)(customer viewpoint)
Analyzing marketing Analyzing marketing opportunitiesopportunitiesSelecting target Selecting target marketsmarketsDeveloping the Developing the marketing mixmarketing mixManaging the Managing the marketing effortmarketing effort
Key ElementsKey Elements
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Figure 2-5: The Marketing Mix
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The Marketing Mix
Visit the Hill’s Pet Nutrition site.
How are the 4 C’s or the 4 P’s presented within the site?
Hill’s PetNutrition
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The Marketing ProcessMarketing analysisMarketing analysis Provides information Provides information
helpful in planning, helpful in planning, implementation, and implementation, and controlcontrol
Marketing planningMarketing planning Strategies and tacticsStrategies and tactics
Marketing Marketing implementationimplementation Turns plans into actionTurns plans into action
Marketing controlMarketing control Operating controlOperating control Strategic controlStrategic control
Analyzing marketing Analyzing marketing opportunitiesopportunitiesSelecting target Selecting target marketsmarketsDeveloping the Developing the marketing mixmarketing mixManaging the Managing the marketing effortmarketing effort
Key ElementsKey Elements
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Figure 2-6: Managing the
Marketing Effort
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