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Company and Marketing
StrategyChapter 2
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Objectives
Understand companywide strategic planning andits four steps.
Learn how to design business portfolios anddevelop strategies for growth and downsizing.
Understand marketings role in strategic planningand how marketers partner with others.
Be able to describe the marketing process andthe forces that influence it.
Understand the marketing managementfunctions, including the elements of themarketing plan.
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Kotler
It is more important to do what isstrategically right than what isimmediately profitable
Dwight D. Eisenhower
Plans are nothing
Planning is everything
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Lewis CarrollAlices Adventures in
Wonderland
Would you tell me, please, which way I ought to gofrom here? asked Alice.
That depends a good deal on where you want to get,said the Cat.
I dont much care where, said Alice.
Then it doesnt matter which way you go, said the Cat.
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What is Planning?
Plan your career
What do you do?
What do you start with?How do you plan?
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Figure 52
O T
S W
Strategic Planning- the Process of Developing andMaintaining a Strategic Fit Between
the Organizations Goals and Capabilities
and Its Changing Marketing Opportunities.
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Figu re 2-1:
Steps in theStrategic Planning Process
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Mission statements should . . .
serve as a guide for what theorganization wants to accomplish.
be market-oriented rather than
product-oriented.
be neither too narrow, nor too broad.
fit with the market environment.
be motivating.
Strategic Planning
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To dedicate our business to the pursuit of social andenvironmental change.
To creatively balance the financial and human needs of our stakeholders:employees, customers, franchisees, suppliers and shareholders.
To courageously ensure that our business is ecologically sustainable:
meeting the needs of the present without compromising the future.
To meaningfully contribute to local, national and international communitiesin which we trade, by adopting a code of conduct which ensures care,honesty, fairness and respect.
To passionately campaign for the protection of the environment, human andcivil rights, and against animal testing within the cosmetics and toiletriesindustry.
To tirelessly work to narrow the gap between principle and practice, whilstmaking fun, passion and care part of our daily lives
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Company Product
Definition
Market
Definition
Amazon.com We sell books, videos, CDs,
toys, consumer electronics,and other products
We make Internet buying
experience fast, easy, andenjoyablewe are the placewhere you can find and discoveranything you want to buy online
Xerox We make copying
equipment
We help improve office
productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We market entertainment
Wal-Mart We run discount stores We deliver low prices every dayand give ordinary folks thechance to buy the same thingsas rich people
Nokia ? ?
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SMART Objectives
earn an annual rate of return on investment
over the next year of 15% after tax
produce net profits of $ 2 000 000 in 20XX
produce a cash flow of $ 4 000 000 in 20XX
increase total sales revenue by certain % in 20XX
achieve market share of 5% for brand A at market B in year C
increase awareness of product or brand A at market Bfrom 20% to 40% over the planning period
expand the number of dealers by 10%...
Increase customers knowledge of a product features
make consumer attitudes more favorable
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Designing the Business PortfolioThe business portfolio is the collection ofbusinesses and products that make up thecompany.
Ex. USKO, P&G, Mercur Group (Auto, Agro)
A variety of tools can be used:
SWOT analysis, Competitor analysis
BCG (Boston Consulting Group) MatrixStrategic-Planning Gap Model
Product/ Market Expansion Grid
Ansoffs Growth Matrix
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Figu re 2-3:
Product / MarketExpansion Grid
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Product/ Market Expansion GridMarket Penetration: making more sales to current customers without
changing its products.
How? Add new stores in current market areas, improve advertising,prices, service or store design.
Market Development: develop new markets for its current products.
How? Identify new demographic or geographic markets.
Product Development: offering modified or new products to currentmarkets.
How? New styles, flavors, colors, or modified products.
Diversification: new products for new markets.
How? Start up or buy new businesses.
Apply the product/ market expansion grid to:
1.Meloman store
2.Foodmaster
3.Elite Story ()
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Figu re 2-4:
The Marketing Process
Key Elements
Analyzingmarketingopportunities
Selecting targetmarkets
Developing themarketing mix
Managing the
marketing effort
Demographic/economic
nvironment
Technological/ physical
environment
Political/
legal
environment
Social/
cultural
environment
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SPECIALIZED BICYCLE COMPONENTSVideo + Assignment (0.5 points)
Complete the first two steps in theMarketing Process for Specialized.
1. Analyzing marketing opportunities
INTERNAL analys is (resou rces, competences, sk i l ls, po licies, etc.): Strengthens
Weaknesses
EXTERNAL analysis (econom ic, legal, cu stom ers, cu lture,distr ib ut ion , sup pl iers, com peti t ion, etc.):
Oppor tuni t ies
Threats
2. Selecting target markets (list and briefly describe 2-3 markets)
3. Developing the marketing mix
4. Managing the marketing effort
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The Marketing Process
The strategic planning
and business portfolio
analysis processes
help to identify andevaluate marketing
opportunities.
The purpose of the
marketing process isto help the firm plan
how to capitalize on
these opportunities.
Key Elements
Analyzing marketingopportuni t ies
Select ing target
markets
Developing themarket ing m ix
Managing the
market ing effort
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The Marketing Process
Analyzing marketingopportuni t ies
Select ing target
markets
Developing themarket ing m ix
Managing the
market ing effort
Key ElementsThe segmentation
process divides the
total market into
market segments.
Target marketing
chooses which
segment(s) are
pursued.
Market po si t ioning
for the product is
then determined.
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The Marketing Process
Competitor analysisguides competitivemarketing strategydevelopment.
Strategy leads to tacticsvia the marketing mix: The Four Ps product,
price, place, promotion(seller viewpoint)
The Four Cs customer solution, cost,convenience, andcommunication(customer viewpoint)
Analyzing marketingopportuni t ies
Select ing target
markets
Developing themarket ing m ix
Managing the
market ing effort
Key Elements
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Figu re 2-5:
The Marketing Mix
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The Marketing Process
Marketing analysis Provides information
helpful in planning,implementation, and
control
Marketing planning Strategies and tactics
Marketing
implementation Turns plans into action
Marketing control Operating control
Strategic control
Analyzing marketingopportuni t ies
Select ing target
markets
Developing themarket ing m ix
Managing the
market ing effort
Key Elements
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Figu re 2-6:
Managing theMarketing Effort