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2-1 MARKETING MANAGEMENT Canadian Twelfth Edition Developing Marketing Strategies and Plans
2-2 The Value Delivery Process
2-3 Improving: The Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 defects 0 purchasing time
2-4 A North American example?
2-5 SWOT Analysis Strengths Weaknesses Opportunities Threats
2-6 Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
2-7 Mission Statement Focus on limited number of goals Stress major policies and values Define major competitive spheres
2-8 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network
2-10 Tim Horton’s
2-11 Second Cup
2-12 Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus Michael Porter Harvard University
2-13 Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls
2-14 Evaluating a Marketing Plan Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?
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.
Developing Marketing Strategies and Plans
2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans.
Developing marketing strategies and plans
The Strategic and Operational Planning Process
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
Strategic Marketing Planning
Chapter 2 PowerPoint slides Express version Instructor name
Strategic Plan Template.
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