1. Concepts and Strategies

2. Strategic Planning The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities. The goal is long-term profitability and growth. Strategic Planning

3. Strategic Marketing Management What is the organization’s main activity? How will it reach its goals? THE ANSWER IS A MARKETING PLAN.

4. Strategic Planning A written document that acts as a guidebook of marketing activities for the marketing manager. Marketing Plan

5. Why Write a Marketing Plan?  Provides a basis for comparison of actual and expected performance  Provides clearly stated activities to work toward common goals  Serves as a reference for the success of future activities  Provides an examination of the marketing environment  Allows entry into the marketplace with awareness

6. Marketing Plan Elements Marketing Strategy ProductDistribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Target Market Strategy Implementation Evaluation Control Promotion

7. The Importance of Strategic Marketing WhatWhat WhyWhy HowHow Strategic Planning Long-term profitability and growth Write a marketing plan

8. Defining the Business Mission  Answers the question, “What business are we in?”  Focuses on the consumers & market(s) rather than the good or service  Strategic Business Units (SBUs) may also have a mission statement

9. AMA’s Mission Statement

10. Q: What business are we in? A: Business mission statement Too narrow Too broad Just right marketing myopia no direction focus on markets served and benefits customers seek Business Mission Statement

11. Marketing Objective A statement of what is to be accomplished through marketing activities. Marketing Objective

12. Marketing Objectives  Realistic  Measurable  Time specific  Consistent with and indicate the organization’s priorities “Our objective is to achieve 10 percent dollar market share in the cat food market within 12 months of product introduction.”

13. Criteria for Good Marketing Objectives Realistic, measurable, and time-specific objectives consistent with the firm’s objectives: 1. Communicate marketing management philosophy 2. Provide management direction 3. Motivate employees 4. Force executives to think clearly 5. Allow for better evaluation of results

14. SWOT Analysis Identifying internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T) SWOT Analysis

15. BASIS OF MARKETING PLAN SITUATION ANALYSIS SWOT Analysis Environmental Scanning

16. SWOT Analysis ©South-Western College Publishing S S W W O O T T Things the company does well. Things the company does not do well. Conditions in the external environment that favor strengths. Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. Internal External

17. Environmental Scanning The collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan. Environmental Scanning Environmental Scanning

18. Components of a Situation Analysis  production costs  marketing skills  financial resources  image  technology Strengths Weaknesses INTERNAL ENVIRONMENT

19. COMPETITIVE ADVANTAGE What are the sources of competitive advantage?

20. Competitive Advantage The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

21. Competitive Advantage Niche Strategies Cost Product/Service Differentiation Types of Competitive Advantage

22. Cost Competitive Advantage Being the low-cost competitor in an industry while maintaining satisfactory profit margins.

23. Cost Competitive Advantage  Obtain inexpensive raw materials  Create efficient plant operations  Design products for ease of manufacture  Control overhead costs  Avoid marginal customers

24. Sources of Cost Reduction Experience Curves Efficient Labor No-frills Products Government Subsidies Product Design Reengineering Production Innovations New Service Delivery Methods

25. Product/Service Differentiation Product/Service Differentiation Competitive Advantage The provision of something that is unique and valuable to buyers beyond simply offering a lower price than the competition’s.

26. Examples of Product/Service Differentiation  Brand names  Strong dealer network  Product reliability  Image  Service

27. Niche Competitive Advantage The advantage achieved when a firm seeks to target and effectively serve a small segment of the market.

28. Niche Competitive Advantage  Used by small companies with limited resources  May be used in a limited geographic market  Product line may be focused on a specific product category

29. Sources of Sustainable Competitive Advantage Patents Copyrights Locations Equipment Technology Customer Service Promotion Skills and Assets of an Organization Skills and Assets of an Organization

30. Sources of Competitive Advantage Cost $ Product/Service Differentiation A vs. B vs. C Niche Strategies

31. Strategic Directions What are the alternative marketing strategies?

32. Strategic Alternatives Market Penetration Market Development Product Development Diversification Increase market share among existing customers Attract new customers to existing products Introduce new products into new markets Create new products for present markets

33. Ansoff’s Strategic Opportunity Matrix Present ProductNew Product New Market Market Penetration Market Development Product Development Diversification Present Market

34. Portfolio Matrix Stars Cash Cows Problem Children Dogs

35. Portfolio Matrix Strategies Build Hold Harvest Divest

36. Strategic Alternatives Identify strategic alternatives Diversification = Product development = products Market development = customers Market penetration = share new products + new markets

37. Marketing Strategy The activities of selecting and describing one or more target markets and developing and maintaining a market mix that will produce mutually satisfying exchanges with target markets. Marketing Strategy Marketing Strategy

38. WHAT IS A TARGET MARKET? Marketing Strategy Target Market Strategy

39.  Segment the market based on groups with similar characteristics  Analyze the market based on attractiveness of market segments  Select one or more target markets

40. Target Market Strategy: How To Appeal to the ENTIRE market with one marketing mix Concentrate on ONE marketing segment Appeal to MULTIPLE markets with multiple marketing mixes

41. Target Market Strategies Entire MarketMultiple MarketsSingle Market Target Market Options

42. MARKETING MIX What are the elements of the Marketing Mix? The 4 P’s Product – Promotion Price - Place

43. The Marketing Mix A unique blend of product, distribution, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market. Marketing Mix

44. Marketing Mix: The “Four Ps” Price Promotion Place Product

45. Marketing Mix: The “Four Ps”  The starting point of the “4 Ps”  Includes  Physical unit  Package  Warranty  Service  Brand  Image  Value Product  Products can be…  Tangible goods  Ideas  Services

46. Marketing Mix: The “Four Ps”  Product availability where and when customers want them  All activities from raw materials to finished products  Ensure products arrive in usable condition at designated places when needed Place

47. Marketing Mix: The “Four Ps” Promotion Online  Role is to bring about exchanges with target markets by:  Informing  Educating  Persuading  Reminding  Includes integration of:  Personal selling  Advertising  Sales promotion  Public relations

48. Marketing Mix: The “Four Ps” Price  Price is what a buyer must give up to obtain a product.  The most flexible of the “4 Ps”-- quickest to change  Competitive weapon  Price x Units Sold = Total Revenue

49. Elements of the Marketing Mix

50. Managing the Marketing Planning Process IMPLEMENTATION EVALUATION CONTROL

51. Following Up on the Marketing Plan  Implementation  Evaluation  Control  Marketing audit is…  Comprehensive  Systematic  Independent  Periodic

52. The Marketing Audit Comprehensive Systematic Independent Periodic

53. Implementation, Evaluation, and Control Product Place Promotion Price Product Place Promotion Price Met objectives? ImplementationEvaluation Audits comprehensive systematic independent periodic Audits comprehensive systematic independent periodic