company and marketing strategy partnering to build customer relationships n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Company and Marketing Strategy: Partnering to Build Customer Relationships PowerPoint Presentation
Download Presentation
Company and Marketing Strategy: Partnering to Build Customer Relationships

Loading in 2 Seconds...

play fullscreen
1 / 37

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


  • 166 Views
  • Uploaded on

Company and Marketing Strategy: Partnering to Build Customer Relationships. Chapter 2. Strategic Planning. ORGANIZATIONAL CAPABILITIES AND GOALS. MARKETING OPPORTUNITIES. Strategic Planning. Strategic planning is defined as:

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' - heller


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
slide2

Strategic Planning

ORGANIZATIONAL CAPABILITIES AND GOALS

MARKETING OPPORTUNITIES

strategic planning
Strategic Planning
  • Strategic planning is defined as:
    • “The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”
marketing management

Market-Oriented Mission

Marketing Management
  • A mission statement should be:
    • An “invisible hand”
    • Neither too narrow nor too broad
    • Fitting of market environment
    • Based on distinctive competencies
    • Motivating
  • A mission statement asks..
    • What is our business?
    • Who is the customer?
    • What do consumers value?
    • What should our business be?
slide6

Sample Mission

“We help you organize the world’s information and make it universally accessible and useful.”

slide7

Disney

“We create fantasies—a place where dreams come true and America still works the way it’s supposed to”

strategic planning1
Strategic Planning

Company Objectives must tie to Marketing Objectives

Company Mission

Business Objectives

Marketing Objectives

slide9

Analyze Portfolio

Business portfolio:“the collection of businessesand products that make up the company.”

strategic planning2
Strategic Planning
  • Designing the businessportfolio is a key step in the strategic planning process.
  • The best portfolio is the one that best fits the company’s strengths and weaknesses to opportunities in the environment.
the business portfolio
The Business Portfolio

Business portfolio planning involves two steps:

  • Analyzing the current business portfolio
  • Shaping the future portfolio by developing strategies
strategic planning3
Step 1: Analyze the current business portfolio

Step 2: Shape the future business portfolio

Identify strategic business units (SBUs)

Assess each SBU:

The BCG growth-share matrix classifies SBUs into one of four categories using:

Market growth rate

The SBU’s relative market share within the market.

Strategic Planning

Portfolio Design

slide13
SBUs
  • A strategic business unit (SBU) is a unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.
  • Portfolio analysis calls for management to assess the attractiveness of its various SBUs and decide how much support each deserves.
slide14

Portfolio - BCG Matrix

$

HIGH

Market Growth Rate

LOW

HIGH

LOW

Relative Market Share

analyzing current sbu s ge s strategic business planning grid
Analyzing Current SBU’s:GE’s Strategic Business-Planning Grid

Business Strength

Strong

Average

Weak

C

High

A

Medium

Industry Attractiveness

D

B

Low

marketing management1

Analyzing the Current Business Portfolio

Marketing Management
  • Build
    • Increase market share
    • Works well for question marks
  • Hold
    • Preserve market share
    • Good for cash cow
  • Harvest
    • Increases short-term cash flow
    • Good for weak cash cows, question marks and dogs
  • Divest
    • Sell or liquidate
    • Good for dogs and question marks
strategic planning4
Step 1: Analyze the current business portfolio

Step 2:Shape the future business portfolio

Determine the future role of each SBU and choose the appropriate resource allocation strategy:

Build

Hold

Harvest

Divest

SBUs change positions over time

Strategic Planning

Portfolio Design

slide19

Strategic Planning

Develop GrowthStrategies

the marketing process
The strategic planning and business portfolio analysis processes help to identify and evaluate marketing opportunities.

The purpose of the marketing process is to help the firm plan how to capitalize on these opportunities.

The Marketing Process

Key Elements

Analyzing marketing opportunities

Selecting target markets

Developing the marketing mix

Managing the marketing effort

the marketing process1
The segmentation process divides the total market into market segments.

Target marketing chooses which segment(s) are pursued.

Market positioningfor the product is then determined.

The Marketing Process

Key Elements

Analyzing marketing opportunities

Selecting target markets

Developing the marketing mix

Managing the marketing effort

marketing strategy
Customers grouped by:

Geographic

Demographic

Psychographic

Behavioral

Market segment is a groups of consumers who respond in similar ways to marketing efforts.

Marketing Strategy

Strategy

  • Market Segmentation
  • Target marketing
  • Market Positioning
marketing strategy1
Evaluation of each segment’s attractiveness

Selection of segments with greatest long-term profitability

A company can choose one or several segments to target

Marketing Strategy

Strategy

  • Market Segmentation
  • Target marketing
  • Market Positioning
marketing strategy2
The place the product occupies in the consumer’s mind

Products are positioned relative to competing products

Marketers look for clear, distinctive and desirable place in positioning

Marketing Strategy

Strategy

  • Market Segmentation
  • Target marketing
  • Market Positioning
the marketing process2
Competitor analysis guides competitive marketing strategy development.

Strategy leads to tactics via the marketing mix:

The “Four Ps” – product, price, place, promotion (seller viewpoint)

The “Four Cs” – customer solution, cost, convenience, and communication (customer viewpoint)

The Marketing Process

Key Elements

Analyzing marketing opportunities

Selecting target markets

Developing the marketing mix

Managing the marketing effort

marketing mix
Marketing Mix
  • The marketing mix includes controllable and tactical marketing tools knows as the 4P’s
  • The 4P’s include
      • Product
      • Place
      • Promotion
      • Price
the marketing process3
Marketing analysis

Provides information helpful in planning, implementation, and control

Marketing planning

Strategies and tactics

Marketing implementation

Turns plans into action

Marketing control

Operating control

Strategic control

The Marketing Process

Key Elements

Analyzing marketing opportunities

Selecting target markets

Developing the marketing mix

Managing the marketing effort

managing the marketing effort
Finding opportunities

Avoiding threats

Understanding strengths

Analyzing weaknesses

Managing the Marketing Effort

Marketing Functions

  • Analysis
  • Planning
  • Implementation
  • Control
slide32

MarketingAnalysis

Weaknesses

Threats

Strengths

Opportunities

T

W

S

O

INTERNAL

EXTERNAL

POSITIVE

NEGATIVE

managing the marketing effort1
Marketing plans include:

Executive summary

Analysis of current situation

Objectives

Targets and positioning

Marketing mix

Budget

Controls

Managing the Marketing Effort

Marketing Functions

  • Analysis
  • Planning
  • Implementation
  • Control
managing the marketing effort2
Plans are turned into action with day-to-day activities

Good implementation is a challenge

Managing the Marketing Effort

Marketing Functions

  • Analysis
  • Planning
  • Implementation
  • Control
managing the marketing effort3
Evaluation of the results of marketing strategies

Checks for differences between goals and performance

Managing the Marketing Effort

Marketing Functions

  • Analysis
  • Planning
  • Implementation
  • Control