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Chapterfo
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tions
of ChapterM A R K E T I N G
Marketing Strategy and the Marketing Plan
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Chapter
Objectives1. Explain the importance of strategic orientation for marketing.
2. Show the connection between organization strategy and marketing strategy.
3. Show the connection between marketing strategy and marketing plan.
4. Show that a marketing plan should be based on a good analysis of the character of the external environment.
5. Discuss in detail the steps in the marketing planning process.
6. Explain the connection between the marketing plan and the marketing mix
7. Describe how the elements of the marketing mix can be combined to produce synergistic effects.
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Chapter
An Overview of the Strategy and Marketing Planning Process
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Figure 5.1
Develop corporate strategy.
Develop marketing strategy.
Develop marketing plan.
Chapter
Corporate Strategy
• The overall purpose and direction of the organization that is established in the light of the challenges and opportunities found in the environment, as well as available organizational resources.
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Stages in Formulating a Strategy for the Company as a Whole
Develop marketing strategy and strategies for other functions of the business.
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Figure 5.2
Planimplementationand controlprograms.
Evaluateobjectivesand strategy.
Generateobjectivesand strategy.
Analyze business strengths and weaknesses.
Analyze market and environmental opportunities and threats.
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Chapter
Example of an Organizational Mission StatementThe Gillette Company is a globally focused consumer productsmarketer that seeks competitive advantage in quality, value-added personal care and personal use products. We arecommitted to building shareholder value through sustainedprofitable growth. Our VisionThe Gillette Company’s Vision is to build Total Brand Value by innovatingto deliver consumer value and customer leadership faster, better, andmore completely than our competition. This Vision is supported by twofundamental principles that provide the foundation for all of our activities:Organizational Excellence and Core Values.
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Table 5.1
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Source: Used with permission from the Gillette Web site, “Our Vision”, page (http://www/gillette.com/company/our vision.asp).
Downloaded November 8, 2002.
Chapter
Marketing Strategy
• A strategy that focuses on developing a unique long-run competitive position in the market by assessing consumer needs and the firm’s potential for gaining competitive advantage.
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Chapter
The Strategic Marketing Planning Process
1. Input from Corporate Strategies
2. Situation Analysis
3. Marketing Objectives and Strategies
4. Marketing Plan
5. Implementation and Control
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Situation Analysis
• Considering the internal circumstances of the organization or product, the external environment, competitive activity, and characteristics of the customer that may be relevant to the marketing plan.
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Marketing Objectives and Strategy
• Flow from the situation analysis. They are a statement of what the organization intends to accomplish with its marketing program and the general approach it will take.
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Marketing Plan
• A specific detailed statement of how the marketing mix will be used to realize the marketing strategy.
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Implementation and Control
• Consist of putting the marketing plan into action as well as doing ongoing monitoring and gathering feedback on how ell the plan is accomplishing the stated marketing program.
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Product Portfolio
• The complete collection of products or services that a company produces.
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Chapter 5Marketing Strategy and the Marketing Plan
Figure 5.4
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BCG Growth - Share Matrix
Sou
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: T
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Bo
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sulti
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Gro
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. Re
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Chapter 5Marketing Strategy and the Marketing Plan
Figure 5.5
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General Electric’s Business Screen
Chapter
SWOT Analysis
• The combined summary of the internal analysis and the environmental analysis. Stands for: Strengths, Weaknesses, Opportunities, and Threats.
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Chapter
Positioning Analysis
• Identifying brands in each segment and how they differ from each other.
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Chapter
Customer Analysis
1.Who are our actual and potential customers?
2. Why do they buy our product?
3.Why do non customers not buy our products?
4.Where do our customers buy our products?
5. How do they buy it?
6. When do they buy it?
7. What do they do with our product?
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Chapter 5Marketing Strategy and the Marketing Plan
Figure 5.6
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Positioning Map for Business Desktop Microcomputer Segment
Chapter
Developing a Competitive Strategy
1. Who are our competitors?
2. What is their strategy?
3. Should we compete?
4. If so, in what markets?
5. How?
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Chapter
Product-Market Growth Matrix
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Figure 5.7
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Diversification
Present
New
Present New
PenetrationProduct
development
Marketdevelopment
PRODUCT
MARKET
Chapter
Marketing Planning Model Based on Environmental Antecedents (1 of 3)
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Table 5.2
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Marketing Planning Model Based on Environmental Antecedents (2 of 3)
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Table 5.2
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Marketing Planning Model Based on Environmental Antecedents (3 of 3)
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Table 5.2
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Chapter
The Strategic Marketing Planning Process
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Figure 5.8
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Chapter
Marketing Mix
• The blending of the four elements of marketing to satisfy chosen consumer segments.
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Chapter
The Marketing Mix
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Figure 6.9
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Products
Mix Elements
Pricing
ConsumersMarketingresearch
Buyer needs in a market
segment
Communication Distribution
Service/convenience
Chapter
Product Management
• Decisions about what kind of product is needed, its uses, package design, branding, trademarks, warranties, guarantees, product life cycles, and new product development.
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Pricing
• The methods of setting competitive, profitable, and justified prices.
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Distribution
• The selection and management of marketing channels and the physical distribution of goods.
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Marketing Channels
• The steps or handling organizations that a good or service goes through from producer to final consumer.
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Communication
• Personal selling, advertising, sales, promotion, and publicity.
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ChapterThe Role of the Marketing Manager
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Figure 5.10
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Strategies, Objectives, and Resources of the Organization
Components of the Marketing Environment1. The social environment and behaviour of consumers2. The economic environment3. The competitive environment4. The legal environment5. The technological environment
Marketing Mix Elements1. Product of service decisions 2. Pricing decisions3. Distribution decisions4. Communication decisions
Marketing PlanA unique blend of marketing elementsrelated to one another and the forces bearing on the organization
Marketing Manager
External Factors Internal Factors
Chapterfo
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