In this chapter, the following content will be discussed: Companywide strategic planning: defining marketing’s role, planning marketing: partnering to build customer relationships, marketing strategy and the marketing mix.
Trang 1Company and Marketing
Strategy
LECTURE3
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Defining Marketing’s Role
Customer Relationships
Mix
• Topic Outline
Trang 3Companywide Strategic
Planning
Strategic planning is 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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Companywide Strategic
Planning
Trang 5Companywide Strategic
Planning
• The mission statement
is the organization’s purpose, what it wants
to accomplish in the larger environment
• Market-oriented mission
statement defines the business in terms of
We help you organize the world’s information and make it universally accessible and useful.
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Good Mission Statements
Trang 7by providing legendary customer service
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Motorola
“ The purpose of Motorola is to honorably serve the needs of the community by providing products and services of superior quality at a fair price to our customers; to do this so as to earn an adequate profit which is required for the total enterprise to grow; and by doing so, provide the opportunity for our employees and
shareholders to achieve their personal
objectives.”
Trang 9“We help people trade anything on earth.
We will continue to enhance the online trading experiences of all—collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity
sellers, and browsers ”
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Companywide Strategic
Planning
Trang 11Companywide Strategic
Planning
The business portfolio is the collection of
businesses and products that make up the company
Portfolio analysis is a major activity in
strategic planning whereby management
evaluates the products and businesses that make up the company
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Companywide Strategic
Planning
Strategic business units can be
Trang 13Companywide Strategic
Planning
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Companywide Strategic
Planning
market share and growth
Trang 17Companywide Strategic
Planning
• Developing Strategies for Growth and Downsizing
a tool for identifying
company growth opportunities
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Ansoff’s Product-Market
Expansion Grid
Trang 19Companywide Strategic
Planning
Market penetration growth by increasing sales to
current market segments without changing the
product
Market development growth by identifying and
developing new market segments for current
products
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Companywide Strategic
Planning
Product development is a growth
strategy that offers new or modified
products to existing market segments
Diversification is a growth strategy
through starting up or acquiring
businesses outside the company’s current products and markets
Trang 21Companywide Strategic
Planning
Downsizing prune, harvest or divest
businesses that are unprofitable or that
no longer fit the strategy
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What is the Value Chain?
The value chain is a tool for identifying ways
to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its
product
Trang 23Value Chain Analysis
The way in which primary and support activities are combined in providing goods and services and increasing profit margins.
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Support
Activities
Primary Activities
Technological Development Procurement
Human Resource Management
Value Chain Analysis Identifying Resources and Capabilities That Can Add Value
Trang 33Activities
Technological Development Human Resource Management
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Support
Activities
Primary Activities
Technological Development Human Resource Management Firm Infrastructure
Value Chain Analysis Identifying Resources and Capabilities That Can Add Value
Trang 35Value Chain Analysis Identifying Resources and Capabilities That Can Add Value
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Bibliography
§ Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall
§ Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Trang 37The End
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