PPT Slide 2, Chapter 2, MKT 302

7/23/2019 PPT Slide 2, Chapter 2, MKT 302

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Ch.2:Developing MarketingStrategies and Plans

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12/05/15 MKT 302 2


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Phases of Value reationand Deliver!

"ssessing #arket opportunities and$usto#er value

hoosing the value

Designing value

Delivering value

o##uni$ating value

%ro&ing and sustaining value

op!right ' 2013 Dorling Kindersle! ()ndia* Pvt +td, "uthori-edadaptation fro#


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Porters Value hain

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Strategi$Planning %ap

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ore usiness Pro$esses

ore usiness pro$esses in$lude4

Marketsensing pro$ess

e&o6ering reali-ation pro$ess

usto#er a$7uisition pro$ess

usto#er relationship #anage#entpro$ess

8ul9ll#ent #anage#ent pro$ess

8ir#s also need to look into thevalue $hains of their suppliers:distriutors: and $usto#ers,



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hara$teristi$s ofore o#peten$ies

" sour$e of $o#petitive advantage

"ppli$ations in a &ide variet! of#arkets

Di;$ult to i#itate



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Ma


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8igure 2,1 The Strategi$ Planning:)#ple#entation: and

ontrol Pro$esses



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8our organi-ation level

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orporate level

Division levelusiness unit level

Produ$t level


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orporate and division strategi$planning

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Four planning activities:

De9ning the $orporate #ission

>stalishing strategi$ usiness units (S.s*"ssigning resour$es to ea$h S.

Planning ne& usinesses: do&nsi-ing or ter#inatingold usinesses (assigning gro&th opportunities*


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De9ning the $orporate#ission

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Mission4 ?hat do &e &ant to e$o#e@

>,g,: to e$o#e one of the leadingauto#oile #anufa$turers in the &orld

A?e organi-e the &orldBs infor#ation and

#ake it universall! a$$essile and usefulA %oogle
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>stalishing strategi$usiness unit

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3 hara$teristi$4

)t is a single usiness or $olle$tion of related usinesses that$an e planned separatel! fro# the rest of the $o#pan!

)t has its o&n set of $o#petitors

)t has a #anager &ho is responsile for strategi$ planning andpro9t perfor#an$e and &ho $ontrols #ost of the fa$tors a6e$ting

pro9t


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% Matri


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Di6erentiation strateg!

De9nition"n integrated set of a$tions taken to produ$egoods or servi$es that $usto#ers per$eive aseing di6erent in i#portant &a!s

nonstandardi-ed produ$ts for $usto#ers &hovalue di6erentiated features #ore than the!value lo& $ost,

su$$ess depends on a 9r#s ailit! to$ontinuousl! and $onsistent upgrade thedi6erentiated features,

>


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8o$us strateg!

De9nition

"n integrated set of a$tions designed to

produ$e or deliver goods or servi$es thatserve the needs of a parti$ular $o#petitiveseg#ent, Sele$t fe& seg#ents rather thangoing after the &hole #arket,

T!pes of fo$us strategies4 fo$used $ost leadership strateg! (e"*

fo$used di6erentiation strateg! (e


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Produ$t or servi$e allian$es

Pro#otional allian$es

+ogisti$ allian$es

Pri$ing $ollaorations

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Marketing Alliances


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Marketing Plan ontents

>


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op!right ' 2012 Pearson >du$ation )n$ Pulishing as Prenti$e Nall

>valuating a Marketing

Plan

)s the plan si#ple@)s the plan spe$i9$@)s the plan realisti$@)s the plan $o#plete@

PPT Slide 2, Chapter 2, MKT 302

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