Slide 3.1 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Developing
marketing strategies and plans LECTURE WEEK 2
Slide 2
Slide 3.2 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Lecture
questions How does marketing affect customer value? How is
corporate and divisional strategic planning carried out? How is
business unit strategic planning carried out? What is involved in
developing a marketing plan?
Slide 3
Slide 3.3 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009
Transitioning from sellers to buyers markets Competition Demanding
customers Choices for customers Transformation of the value concept
Fragmented market segments
Slide 4
Slide 3.4 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Sequences
in the value delivery process Figure 3.2 Repetitive sequences of
the value delivery process Source: M. R. V. Goodman, Durham
University
Slide 5
Slide 3.5 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Nirmalya
Kumars 3Vs marketing approach Define the value segment Define the
value proposition Define the value network
Slide 6
Slide 3.6 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 The generic
value chain Figure 3.3 The generic value chain Source: From M. E.
Porter (1985) Competitive Advantage. Creating and Sustaining
Superior Performance, New York: Free Press. Copyright 1985 by
Michael E. Porter. Reproduced with permission from The Free Press,
a division of Simon & Schuster Adult Publishing Group
Slide 7
Slide 3.7 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Core
business processes The market sensing process The new offering
realisation process The customer acquisition process The customer
relationship management process The fulfillment management
process
Slide 8
Slide 3.8 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009
Characteristics of core competencies It is a source of competitive
advantage It has applications in a wide variety of markets It is
difficult for competitors to imitate
Slide 9
Slide 3.9 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Steps in
the business realignment process (Re)define the business concept
(Re)shaping the business scope (Re)positioning the brand
identity
Slide 10
Slide 3.10 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Questions
answered by the holistic marketing framework How can we identify
new value opportunities? How can we efficiently create more
promising new value offerings? How can we use capabilities and
infrastructure to deliver the new value offerings more
efficiently?
Slide 11
Slide 3.11 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009
Organisational levels Corporate level Division level Business unit
level Product level
Slide 12
Slide 3.12 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 What is a
marketing plan? The marketing plan is the central instrument for
directing and coordinating the marketing effort.
Slide 13
Slide 3.13 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Figure 3.5
The strategic planning, implementation and control processes
Slide 14
Slide 3.14 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Planning
activities Defining the corporate mission Defining the business
Assigning resources to each SBU Assessing growth opportunities
Slide 15
Slide 3.15 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Definitions
of business Product definition Market definition BP sells fuels
Biersdorf sells cosmetics Renault sells automobiles Xerox makes
copy equipment BP sells energy Biersdorf sells beauty Renault
supplies transport vehicles Xerox improves office productivity
Slide 16
Slide 3.16 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Major
competitive spheres Industry Product Competence Market segment
Vertical Geographic
Slide 17
Slide 3.17 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009
Characteristics of SBUs It is a single business, or a collection of
related businesses, that can be planned separately from the rest It
has its own set of competitors. It has a manager responsible for
strategic planning and profit performance
Slide 18
Slide 3.18 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Figure 3.6
The strategic planning gap
Slide 19
Slide 3.19 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Strategies
for managing change Avoid the innovation title Use the buddy system
Set the metrics in advance Aim for quick hits first Get data to
back up your gut feelings
Slide 20
Slide 3.20 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Figure 3.8
The business unit strategic-planning process
Slide 21
Slide 3.21 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 SWOT
Analysis Figure 3.9 Using SWOT analysis to monitor the internal and
external position of an organisation
Slide 22
Slide 3.22 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Market
opportunity analysis Can we articulate the benefits to a target
audience? Can we locate the target market and reach them with
cost-effective media and trade channels? Does our company possess
or have access to the critical capabilities and resources we need?
Can we deliver the benefits better than the competition? Will the
rate of return meet or exceed our expectations?
Slide 23
Slide 3.23 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Figure 3.10
Opportunity and threat matrices
Slide 24
Slide 3.24 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Goal
formulation and the MBO Arrange objectives hierarchically from most
to least important Make goals quantitative if possible Make goals
realistic Make goals consistent
Slide 3.26 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Forms of
strategic alliances Product or service alliance Promotional
alliance Logistics alliance Pricing collaborations
Slide 27
Slide 3.27 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Elements of
strategy Strategy Structure Systems StyleSkills Staff Shared
values
Slide 28
Slide 3.28 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Contents of
a marketing plan Executive summary and table of contents Situation
analysis Marketing strategy Financial projections Implementation
controls For some tips on how to write a marketing plan go to:
www.youtube.com/watch?v=-ul65NjOMzo&feature=related
Slide 29
Slide 3.29 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Contents of
a marketing plan The Euromart marketing plan is based on an
approach inspired by Professors Kashani and Turpin of the IMD in
Switzerland: Executive summary Contextual analysis Customer
analysis Competition analysis Company strategic approach Channel
analysis (distribution and marketing communications) Cash analysis
Marketing management implementation and control
Slide 30
Slide 3.30 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Kotler on
strategy In this video clip, Philip Kotler discusses some key
strategic marketing issues for practitioners
www.youtube.com/watch?v=bilOOPuAvTY
Slide 31
Slide 3.31 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Recap: can
you explain? How does marketing affect customer value? How is
corporate and divisional strategic planning carried out? How is
business unit strategic planning carried out? What is involved in
developing a marketing plan?