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Developing Marketing Strategies and PlansMARKETING MANAGEMENT Developing Marketing Strategies and Plans
The Value Delivery Process
Improving: The Japanese Way0 customer feedback time 0 product improvement time 0 setup time purchasing time 0 defects
A North American example?
SWOT Analysis Strengths Weaknesses Opportunities Threats
Core Competencies A source of competitive advantageApplications in a wide variety of markets Difficult to imitate
Mission Statement Focus on limited number of goalsStress major policies and values Define major competitive spheres
3 V’s Approach to MarketingDefine the value segment Define the value proposition Define the value network
Porter’s Generic StrategiesOverall Cost Leadership Differentiation Focus Michael Porter Harvard University
Marketing Plan ContentsExecutive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
Evaluating a Marketing PlanIs the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
GROUP DISCUSSION: FossilWhat is Fossil’s Brand Strategy? What is their “value” proposition? What is their potential for the future? What should they be sure to do with their marketing?
Developing Marketing Strategies and Plan
Developing and Implementing Marketing Strategies & Plans.
Designing a Marketing Plan Appendix A. Overview of Report Executive Summary Executive Summary Company Description Company Description Strategic Focus.
2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans.
Developing Marketing Strategies and Plans
Developing marketing strategies and plans
The Strategic and Operational Planning Process
2-1 MARKETING MANAGEMENT Canadian Twelfth Edition Developing Marketing Strategies and Plans.
A Framework for Marketing Management
Developing Marketing Strategies and Plans Marketing Management, 13 th ed 2.
Lesson Components of an Effective Marketing Plan
Marketing Management • 14e
1 Knowledge Objectives 1.Define the term strategic management and explain components of strategy formulation and implementation 2.Understand synergy and.
Strategic Marketing Planning
Strategy and Cost Management
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