Marketing Strategy MKT 460. Lecture 1: Strategic Marketing and The Marketing Planning Process Taufique Hossain. Learning Objectives. Be able to conceptualise marketing strategy. Appraise the nature and processes of strategic marketing planning.
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Strategic Marketing and
The Marketing Planning Process
Products, services etc
Customer & Provider Satisfaction
Purchases, support RESPONSES
Market-led Organisational Culture
Focus on the Long Term
Product Push Marketing
Customer Satisfaction & Loyalty
Sales Volume & Market share
Identify and communicate customer wants and needs throughout the organisation.
Determine the competitive positioning to match the needs of the customers with company capabilities.
Marshal all relevant organisational resources to deliver customer satisfaction.
Vision of what you want to be
Objectives and Strategy
What are we good at relative to competitors?
What changes are creating new options for us?
What are we bad at relative to competitors?
What emerging dangers must we avoid or counter?
Exploit existing strengths in areas of opportunity
Use existing strengths to counter threats
Build new strengths first to take advantage of opportunities
Build new strengths to counter threats
Increase use frequency
Change product mix