company and marketing strategy partnering to build customer relationships
Download
Skip this Video
Download Presentation
Company and Marketing Strategy: Partnering to Build Customer Relationships

Loading in 2 Seconds...

play fullscreen
1 / 39

Company and Marketing Strategy: Partnering to Build Customer Relationships - PowerPoint PPT Presentation


  • 1948 Views
  • Uploaded on

2 Company and Marketing Strategy: Partnering to Build Customer Relationships ROAD MAP: Previewing the Concepts Explain companywide strategic planning and its four steps. Discuss how to design business portfolios and growth strategies.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Company and Marketing Strategy: Partnering to Build Customer Relationships' - Samuel


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
company and marketing strategy partnering to build customer relationships

2

Company and Marketing Strategy: Partnering to Build Customer Relationships

slide2

ROAD MAP: Previewing the Concepts

  • Explain companywide strategic planning and its four steps.
  • Discuss how to design business portfolios and growth strategies.
  • Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.
  • Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
  • List the marketing management functions, including the elements of a marketing plan.
strategic planning
Strategic Planning

Strategic Planningis the Process of Developing and Maintaining a Strategic Fit Between the Organization’s Goals and Capabilities and Its Changing Marketing Opportunities.

questions a mission statement should answer
Questions a Mission Statement Should Answer

What is our Business?

Who is the Customer?

What do Consumers Value?

What Should our Business Be?

the mission statement
The Mission Statement
  • A statement of the organization’s purpose
    • What it wants to accomplish in the larger environment
  • Should be market oriented and defined in terms of customer needs.
mission statements should

Be Based on Distinctive Competencies

Fit the Market Environment

Be Motivating

Be Realistic

Be Specific

Mission Statements Should:
designing the business portfolio
Designing the Business Portfolio
  • The business portfolio is the collection of businesses and products that make up the company.
  • The company must:
    • analyze its current business portfolio or Strategic Business Units (SBUs),
    • decide which SBUs should receive more, less, or no investment,
    • develop growth strategies for growth or downsizing.
portfolio analysis
Portfolio Analysis
  • An evaluation of the products and business making up the company.
  • Resources are directed to more profitable businesses and weaker ones are phased down or dropped.
strategic business unit sbu
Strategic Business Unit (SBU)
  • A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.
  • Can be a company division, a product line within a division, or sometimes a single product or brand.
analyzing current sbu s bcg growth share matrix
Analyzing Current SBU’s:BCG Growth-Share Matrix

Relative Market Share

High Low

?

  • Question Marks
  • Low share SBUs in high growth
  • markets
  • Require cash to hold
  • market share
  • Build into Stars or phase out
  • Stars
  • High growth & share
  • May need heavy
  • investment to grow
  • Eventually, growth will slow

Market Growth Rate

Low High

  • Cash Cows
  • Low growth, high share
  • Established, successful
  • SBU’s
  • Produce cash
  • Dogs
  • Low growth & share
  • Generate cash to sustain self
  • Do not promise to be cash
  • sources
problems with matrix approaches

Can be Difficult, Time Consuming, Costly to Implement

Difficult to Define SBUs & Measure Market Share/Growth

Focus on Current Businesses, Not Future Planning

Problems With Matrix Approaches

Can Place too Much Emphasis on Growth

Can Lead to Poorly Planned Diversification

product market expansion grid
Product/Market Expansion Grid

P R O D U C T

Existing

New

Market Penetration

ProductDevelopment

Existing

M A R K E T

Market Development

New

Diversification

slide15

Discussion Question

  • Sears recently purchased Lands’ End.
  • Which of the four growth strategies did Sears use in this acquisition?
growth at starbucks
Growth at Starbucks

To maintain its phenomenal growth in an increasingly over-caffeinated marketplace, Starbucks has brewed up an ambitious, multi-pronged growth strategy.

product market expansion grid based on starbucks
Product/Market Expansion Grid Based on Starbucks
  • Market Penetration: make more sales to current customers without changing products.
    • How? Add new stores in current market areas; improve advertising, prices, menu, service.
  • Market Development: identify and develop new markets for current products.
    • How? Review new demographic (seniors/ethnic consumers) or geographic (Asian, European, Australian, & South American) markets.
product market expansion grid based on starbucks18
Product/Market Expansion GridBased on Starbucks
  • Product Development: offering modified or new products to current markets.
    • How? Add food offerings, sell coffee in supermarkets, co-brand products.
  • Diversification: start up or buy businesses outside current products and markets.
    • How? Making and selling CDs, testing restaurant concepts, or branding casual clothing.
slide19

Provide a Guiding Philosophy

Provide Inputs to Strategic Planners

Design Strategies to Reach Objectives

Marketing’s Role in Strategic Planning

value delivery network
Value Delivery Network

Company’s Value Chain

Distributors

Suppliers

Customers

the value chain
The Value Chain

Wal-Mart’s ability to offer the right products at low prices depends on the contributions from people in all of the company’s departments—marketing, purchasing, information systems, and operations.

market segmentation
Market Segmentation
  • The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products of marketing programs.
  • A market segment consists of consumers who respond in a similar way to a given set of marketing efforts.
market segmentation24
Market Segmentation

Marriott offers business travelers lodging designed to meet their particular needs.

Click the picture above to play video

target marketing
Target Marketing
  • Involves evaluating each market segment’s attractiveness and selecting one or more segments to enter.
  • Target segments that can sustain profitability.
  • Example:
    • Arm & Hammer’s baking soda.
    • Click to See Arm & Hammer\'s Website
market positioning
Market Positioning
  • Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers (e.g., Chevy Blazer: “Like a rock”)
  • Process begins with differentiating the company’s marketing offer so it gives consumers more value.
positioning
Positioning

Toyota’s hybrid Prius is “a revelation brilliantly disguised as a car.”

The Hummer is “Like nothing else—Sport utility? Define Sport!”

slide28

Interactive Student

Assignment

  • Choose a partner and discuss some of the ways Pepsi goes about the process of positioning its products.
  • What market segments do you think Pepsi is trying to reach?
the marketing mix
The Marketing Mix
  • The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.
  • Consists of the 4 P’s
    • Product
    • Price
    • Place
    • Promotion
the 4 p s 4 c s of the marketing mix
4 P’s - Seller’s View

Product

Price

Place

Promotion

4 C’s - Buyer’s View

Customer Solution

Customer Cost

Convenience

Communication

The 4 P’s & 4 C’s of theMarketing Mix
major sections of product brand plan
Major Sections of Product/Brand Plan

Executive Summary

Current Marketing Situation

Analysis of Threats and Opportunities

Objectives for the Brand

Marketing Strategy

Action Programs

Marketing Budget

Controls

marketing department organization

Functional

Organization

Marketing Department Organization

Market or Customer

Organization

Geographic

Organization

Product Management

Organization

Combination of Two or More

marketing department organization35
Marketing Department Organization
  • Functional Organization: Each marketing activity is headed by a functional specialist.
    • Sales Manager
    • Advertising Manager
    • Director of Marketing Research
    • Customer Service Manager
    • New Product Manager
marketing department organization36
Marketing Department Organization
  • Geographic Organization: Sales and marketing people are assigned to specific countries, regions, and districts.
    • Coca-Cola staff assigned to the South American market
  • Product Management Organization: One person given responsibility for complete strategy and marketing program for a single product.
marketing department organization37
Marketing Department Organization
  • Market or Customer Organization: Manager responsible for particular market or customer.
  • Combination Organization: Use some combination of the previous four approaches.
    • This is especially true in large companies (e.g., Procter & Gamble)
    • Click to Visit P&G\'s Website
rest stop reviewing the concepts
Rest Stop: Reviewing the Concepts
  • Explain companywide strategic planning and its four steps.
  • Discuss how to design business portfolios and develop strategies growth and downsizing.
  • Assess marketing’s role in strategic planning and explain how marketers partner with others inside and outside the firm to build profitable customer relationships.
  • Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
  • List the marketing management functions, including the elements of a marketing plan.
ad