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MARKETING MANAGEMENT

MARKETING MANAGEMENT. Developing Marketing Strategies and Plans. Sales versus Marketing. The Value Delivery Process. Improving: The Japanese Way. 0 customer feedback time. 0 product improvement time. 0 setup time. 0 purchasing time. 0 defects. A North American example?.

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MARKETING MANAGEMENT

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  1. MARKETING MANAGEMENT Developing Marketing Strategies and Plans

  2. Sales versus Marketing

  3. The Value Delivery Process

  4. Improving: The Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 purchasing time 0 defects

  5. A North American example?

  6. SWOT Analysis Strengths Weaknesses Opportunities Threats

  7. Core Competencies • A source of competitive advantage • Applications in a wide variety of markets • Difficult to imitate

  8. Mission Statement Focus on limited number of goals Stress major policies and values Define major competitive spheres

  9. 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network

  10. Starbucks

  11. Tim Horton’s

  12. Second Cup

  13. New Ideas • Wireless Internet (WiFi) Access? • Free Trade coffee? • Social Responsibility?

  14. Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus Michael Porter Harvard University

  15. Marketing Plan Contents • Executive summary • Table of contents • Situation analysis • Marketing strategy • Financial projections • Implementation controls

  16. Evaluating a Marketing Plan • Is the plan simple? • Is the plan specific? • Is the plan realistic? • Is the plan complete?

  17. GROUP DISCUSSION: Ben & Jerry’s • What have been the key success factors for Ben & Jerry’s? • Where is Ben & Jerry’s vulnerable? • What should they watch out for? • What recommendation would you make to their senior marketing executives going forward? • What should they be sure to do with their marketing?

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