Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
Siemens AG has grown through new product innovation
Netflix’s Distinctive Capabilities
Holistic Marketing
Holistic Marketing
Basically Holistic marketing Framework is design to address three management Question:
• Value Exploration
• Value Creation
• Value Delivery
Value Exploration
Value ExplorationHow company will identify new value
Opportunity
• Customer Cognitive Space• Company’s Competence Space• The Collaboration Space
Value Creation
Value CreationHow can company efficiently create more
innovative new product
• Identify New Customer Benefit• Utilizing core competence• Selecting & Managing New Partners
Value Delivery
Value Delivery:How can company deliver the goods effectively
to customer
• Customer Relationship Management• Internal Resource Management• Business Partnership Management
Nike Creates Value
What is a Marketing Plan?
A marketing plan is the central instrument for directing and coordinating the marketing effort.
Company wide strategic Planning
The Strategic, Planning, Implementation and Control Processes
Corporate Headquarters’ Planning Activities
• Define the corporate mission
• Establish strategic business units (SBUs)
• Assign resources to each SBU
• Assess growth opportunities
.
M
Good Mission Statements
Focus on limited number of goalsFocus on limited number of goals
Stress major policies and valuesStress major policies and values
Define major competitive spheresDefine major competitive spheres
Take a long-term viewTake a long-term view
Short, memorable, meaningfulShort, memorable, meaningful
Some Great Mission
“To achieve our objectives in an environmentof fairness, honesty, and courtesy towardsour clients, employees, vendors, and societyat large.”
We help you organize the world’s information and make it universally accessible and useful.
“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.”
Product Orientation vs. Market Orientation
Characteristics of SBUs
• It is a single business or collection of related businesses
• It has its own set of competitors
• It has a leader responsible for strategic planning and profitability
Assign resources to each SBU
Assign resources to each SBU
• According to Size• According to Importance• According to Involvement
Assess growth opportunities
Assess growth opportunities
• Planning New Business• Downsizing• Terminating Older Business
The Strategic Planning Gap
BCG MATRIX
DOGSLow growth, Low market share
• Dogs are the cash traps.
• Do not have potential to bring in much cash.
• Normally we assume it is the first stage of company
CASH COWS Low growth , High market share
• Foundation of the company and often the stars of yesterday/ Tomorrow.
• Generate more cash than required.• Extract profits by investing little cash • They are located in an industry that is mature,
not growing or declining.
STARSHigh growth, High market share
• Stars are leaders in business.• They also require heavy investment, to
maintain its large market share.• It leads to large amount of cash consumption
and cash generation.• Attempts should be made to hold the market
share otherwise the star will become a CASH COW/ Problem Child.
QUESTION MARKSHigh growth , Low market share
• They will absorb great amounts of cash if the market share remains unchanged, (low).
• Question marks have potential to become star and eventually cash cow but can also become a dog.
• Investments should be high for question marks.