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2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans
2-2 SWOT Analysis Strengths Weaknesses Opportunities Threats
2-3 Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate
2-4 Mission Statement Focus on limited number of goals Stress major policies and values Define major competitive spheres
2-5 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network
2-7 Tim Horton’s
1-8 VIDEO: Fossil 1.What is Fossil’s Brand Strategy? 2.What is their “value” proposition? 3.What is their “core competencies”? 4.What should they be sure to do with their marketing?
2-9 Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus Michael Porter Harvard University
2-10 The Value Delivery Process
2-11 Improving: The Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 defects 0 purchasing time
2-12 A North American example?
2-13 Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial and 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
2 Marketing Strategy.
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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