Presentation on theme: "Marketing: An Introduction Armstrong, Kotler"— Presentation transcript:
1 Marketing: An Introduction Armstrong, Kotler Chapter TwoStrategic Planning and the Marketing Process
2 Looking AheadExplain companywide strategic planning and its four steps.Discuss business portfolio design and strategies.Explain marketing’s role in strategic planning and the importance of value chains and networks.Describe the elements of a customer-driven marketing strategy and mix.List the marketing management functions and elements of a marketing plan.
3 What Is Strategic Planning? Strategic Planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
4 Steps in Strategic Planning We look first at the organization’s overall strategic planning, then we discuss how marketers guided by the strategic plan, work closely inside and outside the company to serve customers, finally we examine marketing strategy and planning.Corporate levelDefine the company mission.Set company objectives and goals.Design the business portfolio. Figure 1Business unit, product and market levels.Plan marketing and other functional strategies.
5 Figure 1 Steps in Strategic Planning Defining the Company mission Setting companyObjectives & goalsDesigning theBusiness portfolioPlanning marketingAnd other functionalstrategies
6 Corporate level 1- Defining a clear company mission: “Purpose” Mission Statement of marketing unit ; should be realistic, specific, motivated, and should fit the market environment.Examples;Company Product-oriented definition Market-oriented definitionDisney We run theme Parks We create fantasies- aplace where is Americastill works the way it’ssupposed to.Mercedes We build cars With a leadership position inthe industry comes aresponsibility to give back
7 Corporate level 2- Setting company objectives and goals The company’s mission needs to be turned into detailed supporting objectives for each level of management. Mission leads to business objectives and marketing objectives.Example; if the business over all objective is to “increase the company market share”. marketing strategic plan might increase products availability and promotion, and that may require more sales people and more budget. Figure 2
9 Market level 4- Developing strategies for growth and downsizing; 3- Designing the Business portfolioThe 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.. Figure 34- Developing strategies for growth and downsizing;Example; product/ market expansion grid. Figure 4
10 The objective is which question marks can be turned to Starts, and Analyzing the current business portfolio Using; growth share matrix developed by Boston consulting Group ( BCG)The objective is which question marks can be turned to Starts, andWhich starts can be turned into cash flows, and clear decisions about dogsStarsHigh growth market & high shareProfit potential“May require heavyinvestment to grow”Question MarksHigh growth, low market share“Require a lot of cash tohold market share”?Cash CowsLow growth market, high sharewe have to establish, successfulSBU’s“ Less investment, but a lotOf cash”DogsLow growth market & shareLow profit potential“ low cash flow may begenerated”
11 Potential Matrix Problems Can be time consuming and costly.Difficult to define SBUs and measure market share and growth.Focus on the current business, not future planning.Can place too much emphasis on growth.Can lead to poorly planned diversification.
12 Market level 4- Developing strategies for growth and downsizing; Example; product/ market expansion grid. Figure 4Strategies for growth businessMarket penetration; making more sales to current customers without changing its products. By improving services, re prices, menu selection.Market development; opening new market for the existing products. New market target, international market.Product development; new product for current market. Add a breakfast special, buy one get one free….Diversification; Buy businesses of outside of its current products and markets. Starbuck coffee sells music CDs.
13 Analyze Opportunities by Tim Horton’s Product-Market Expansion Grid identifies four potential growth areas. Figure 4MarketPenetrationProductDevelopmentDiversificationExistingProductsNewMarkets
14 Marketing strategy and the marketing mix Marketing strategy; marketing logic to by which the company hopes to achieve a profitable life-long relationship with customers.It involves deciding which customers to serve (segmentation and targeting) and with what value proposition ( differentiation and positioning),Figure 5
16 Factors Influencing Company Marketing The Four P’s
17 Market segmentation; dividing the market into different groups of buyers who have different needs, and who might require separate products or marketing mix.Target marketing; the process of evaluation each market segment’s attractiveness and selecting one ore more segments to enter.Market positioning; placing a product to occupy a clear and desirable place relative to competitors in consumer’s minds. Blazer “ Like a rock”. Lexus ” The passionate pursuit of excellence’.Marketing Mix; set of controllable tactical marketing tools (Product, price, place, promotion) to influence the demand for its product in the market.
18 Create Marketing MixProduct – offers the right product, service or experience.Price – controls perceived value and satisfaction.Place – allows customers easy access to product and support.Promotion – communicates the offer and the value proposition. Figure 6
20 The Four Ps and the Four Cs PRODUCT provides CUSTOMER SOLUTIONPRICE represents CUSTOMER COSTPLACE provides CONVENIENCEPROMOTION is 2-way COMMUNICATION
21 Manage Marketing Effort Build strong operational marketing plan.Carry out the plan.Organize marketing department.Leverage value chain and value network.Exercise control.Set goals.Measure and evaluation performance.Take corrective action. Figure 7
22 Marketing analysis;It’s the process of planning, implementing, and controlAnalysisPlanningDevelop strategicplansDevelop marketingImplementationCarry out the planControlMeasure resultsEvaluate resultsTake correctiveAction