chapter 2 developing marketing strategies and plans

Chapter 2: Developing marketing strategies and plans. Marketing Management Philip Kotler, Kevin Lane Keller 14 edition, 2012, Prentice Hall. Cuốn sách quản trị marketing của Philip Kotler ấn bản thứ 14 năm 2012

Kotler • Keller Phillip Kevin Lane

Marketing Management • 14e

Developing Marketing Strategies and Plans

Discussion Questions

1 How does marketing affect customer

value?

2 How is strategic planning carried out

at different levels of the organization?

3 What does a marketing plan include?

The Value Delivery Approach

Value

Choose

Provide

Communicate

The Value Chain

Procurement Human Resource management Technological Development

Inbound

Core Business Processes

Customer relationship management

Customer acquisition

Market-sensing

New-offering realization Fulfillment

management

Core Competencies

Contributes to

perceived

Useful in a wide variety

of markets

Difficult to imitate

Holistic Marketing

Value Creation

Value Delivery Value

Exploration

Strategic Planning

Businesses as investment portfolio

Assessing each business’s strength

Establish a strategy

Strategic Planning, Implementation,

and Control Processes

Marketing Plan

• Directs and coordinates the

marketing effort

• Product Line or Brand Level

• Strategic and Tactical levels

Levels of a Marketing Plan

– Merchandising – Pricing

– Sales channels – Service

Corporate Strategic Planning

Define corporate mission

Establish SBU’s Assign resources to SBU’s Assess growth opportunities

1 2 3 4

Defining the Corporate Mission

What will our business be?

What should

our business

be?

Mission Statements

1 Focus on a limited number of goals

2 Stress major policies and values

3 Define major competitive spheres

4 Take a long-term view

5 Short, memorable, meaningful

Characteristics of good mission statements:

To build total brand value by innovating to deliver customer value and customer

leadership faster, better, and more

completely than our competition

Vague Mission Statement

GOOGLE’S Mission Statement

To organize the world’s information

and make it universally accessible

and useful.

Vague Philosophy

We build brands and make the world

a little happier by bringing our best

to you.

GOOGLE’s Philosophy

Never settle for the best.

1 Focus on the user and all else will follow.

2 It’s best to do one thing really, really well.

3 Fast is better than slow.

4 Democracy on the web works.

5 You don’t need to be at your desk to need an answer.

6 You can make money without doing evil.

7 There is always more information out there.

8 The need for information crosses all borders.

9 You can be serious without a suit.

Strategic Business Units (SBU)

Three Characteristics of an SBU:

Defining Strategic Business Units

Customer groups

Company Product Definition Market Definition

Assigning Resources

HIGH MED

Assessing Growth Opportunities

Opportunities

New Businesses

Eliminate Businesses Downsizing

The Strategic-Planning Gap

Market Development

Product Development Diversification

Integrative Growth

Business

Competitor

Diversification Growth

Corporate Culture

… is the shared experiences, stories, beliefs, and norms that characterize an organization.

Marketing Innovation

Identify and encourage new ideas

Business Unit Strategic Planning

Opportunity and Threat Matrices

Goal Formulation

Ranked

Realistic

Quantified Consistent

Strategy Formulation

Porter’s Generic Strategies

Program Formulation and Implementation

Feedback and Control