Kotler chap2 gosoco

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Developing Marketing Strategies and Plans

Claudine Go-Soco

Chapter 2…


OUTLINE

• I. Customer Value• II. Strategic Planning in different

levels of organization• III. Marketing Plan Content


Concept 1:Deliver customer value at a profit

Value Delivery Process

Choose Provide Communicate


Concept 2:Value Chain

• Every firm is a synthesis of activities performed to design, produce, market, deliver, and support its

product.• To examine its costs and performance in each value-creating

activity and look for ways to improve it


Concept 3:Core Competency

1. A source of competitive advantage2. Applicable in a wide market variety3. Difficult for to imitate


Concept 4:Holistic Marketing

“integrating the value exploration, value creation, and value delivery activities with the

purpose of building long-term, mutually satisfying relationships and coprosperity

among key stakeholders”


Concept 5:Strategic Planning

• Successful marketing thus requires capabilities such as understanding, creating, delivering, capturing, and sustaining customer value.

Marketing plan- Central

instrument for directing and

coordinating the marketing effort

- Strategic vs tactical


CONCEPT 6:Strategic Planning Cycle


Concept 7: Define the corporate mission.

focus on a limited number of goalsstress the company’s major policies and valuesDefine the major competitive spheres within which

the company will operateTake a long-term viewShort, memorable, and meaningful



Concept 7:Establishing SBU’s

• Market definition: Target vs Strategic


Concept 7: Assigning Resources to SBU


Concept 8:Assessing Growth Opportunities


Concept 9: Corporate culture

• “the shared experiences, stories, beliefs, norms that characterize an organization”


Concept 9:Marketing Innovation


Concept 10: Business Unit Strategic Planning


Concept 11:Porter’s Generic Strategies

• Overall cost leadership• Differentiation• Focus

• Kotler: Travelocity• Local: • Medical:


Concept 11:Partner Relationship Management

• Ability to form and manage partnerships• Finding partners that might complement

a company’s strengths and offset their weakness– Kotler: Vodafone– Local:– Medical:


Concept 12:Program Formulation & Implementation

McKinsey’s 7S

Strategy

structure

systems

StyleSkills

Staff

Shared values


Concept 13: Feedback and Control

• What is better, to the right thing or to do things right?

• Once an organization fails to respond in a changing environment, it becomes increasingly hard to recapture its lost position.– Kotler: KB Toys– Local:– Medical

• Key to org. health: willingness to examine the changing env’t and adopt new goals & behaviors


Concept 14:Marketing Plan

– Written document summarizing what the marketer has learned about the marketplace & indicates how the firm plans to reach its objectives

– Customer- and competitor-oriented, better reasoned, more realisticExecutive summary and TOCSituation analysisMarketing strategyFinancial projectionsImplementation controls


Concept 14: Marketing Plan


Concept 15: Role of Research & Relationships

• Research– Up-to-date info about the env’t, competition,

selected market segments– Measures progress toward obectives and identify

areas for improvement– Helps marketers learn more about the customer

• Relationships– Influences how employees work with each other– Affects suppliers, distributors, partners– Influences company dealing’s with other

stakeholders


Concept 16:From Marketing Plan to Action

• Yearly marketing plan• Well advanced planning to allow time

for marketing research, analysis, management review, coordination

• Must be able to measure progress towards the objectives


• The value delivery process includes choosing (or identifying), providing (or delivering), and communicating superior value. The value chain is a tool for identifying key activities that create value and costs in a specific business.

• Strategic planning for individual businesses includes defining the business mission, analyzing external opportunities and threats, analyzing internal strengths and weaknesses, formulating goals, formulating strategy, formulating supporting programs, implementing the programs, and gathering feedback and exercising control.

• Each product level within a business unit must develop a marketing plan for achieving its goals. The marketing plan is one of the most important outputs of the marketing process.

SUMMARY


Developing Marketing Strategies and Plans

Claudine Go-Soco

Chapter 2…