2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans

4-2 Sales versus Marketing

2-3 The Value Delivery Process

2-4 Improving: The Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 defects 0 purchasing time

2-5 A North American example?

2-6 SWOT Analysis Strengths Weaknesses Opportunities Threats

2-7 Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate

2-8 Mission Statement Focus on limited number of goals Stress major policies and values Define major competitive spheres

2-9 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network

2-10 Starbucks

2-11 Tim Horton’s

2-12 Second Cup

2-13 New Ideas Wireless Internet (WiFi) Access? Free Trade coffee? Social Responsibility?

2-14 Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus Michael Porter Harvard University

2-15 Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

2-16 Evaluating a Marketing Plan Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?

1-17 GROUP DISCUSSION: Ben & Jerry’s 1.What have been the key success factors for Ben & Jerry’s? 2.Where is Ben & Jerry’s vulnerable? 3.What should they watch out for? 4.What recommendation would you make to their senior marketing executives going forward? 5.What should they be sure to do with their marketing?