Transcript Foundations of Marketing

of
MARKETING
Chapter
5
Marketing
Strategy and
the Marketing
Plan
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Marketing Strategy and the Marketing Plan
Chapter
5
Objectives
1. Explain the importance of strategic orientation for marketing.
2. Show the connection between organization strategy and
marketing strategy.
3. Show the connection between marketing strategy and
marketing plan.
4. Show that a marketing plan should be based on a good
analysis of the character of the external environment.
5. Discuss in detail the steps in the marketing planning process.
6. Explain the connection between the marketing plan and the
marketing mix
7. Describe how the elements of the marketing mix can be
combined to produce synergistic effects.
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Marketing Strategy and the Marketing Plan
Figure 5.1
Chapter
5
An Overview of the Strategy and
Marketing Planning Process
Develop
corporate strategy.
Develop
marketing strategy.
Develop
marketing plan.
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Marketing Strategy and the Marketing Plan
Chapter
5
Corporate Strategy
• The overall purpose and direction of
the organization that is established in
the light of the challenges and
opportunities found in the environment,
as well as available organizational
resources.
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Marketing Strategy and the Marketing Plan
Chapter
5
Figure 5.2
Stages in Formulating a Strategy for the
Company as a Whole
Analyze
market and
environmental
opportunities
and threats.
Analyze
business
strengths and
weaknesses.
Generate
objectives
and strategy.
Evaluate
objectives
and strategy.
Plan
implementation
and control
programs.
Develop marketing strategy and strategies for other functions of the business.
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Marketing Strategy and the Marketing Plan
Chapter
5
Table 5.1
Example of an Organizational Mission
Statement
The Gillette Company is a globally focused consumer products
marketer that seeks competitive advantage in quality, valueadded personal care and personal use products. We are
committed to building shareholder value through sustained
profitable growth.
Our Vision
The Gillette Company’s Vision is to build Total Brand Value by innovating
to deliver consumer value and customer leadership faster, better, and
more completely than our competition. This Vision is supported by two
fundamental principles that provide the foundation for all of our activities:
Organizational Excellence and Core Values.
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Source: Used with permission from the Gillette Web site, “Our Vision”, page (http://www/gillette.com/company/our vision.asp).
Downloaded November 8, 2002.
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
Marketing Strategy and the Marketing Plan
Chapter
5
Marketing Strategy
• A strategy that focuses on developing a
unique long-run competitive position in
the market by assessing consumer
needs and the firm’s potential for
gaining competitive advantage.
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Marketing Strategy and the Marketing Plan
Chapter
5
The Strategic Marketing Planning
Process
1.
2.
3.
4.
5.
Input from Corporate Strategies
Situation Analysis
Marketing Objectives and Strategies
Marketing Plan
Implementation and Control
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Marketing Strategy and the Marketing Plan
Chapter
5
Situation Analysis
• Considering the internal circumstances
of the organization or product, the
external environment, competitive
activity, and characteristics of the
customer that may be relevant to the
marketing plan.
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Marketing Strategy and the Marketing Plan
Chapter
5
Marketing Objectives and Strategy
• Flow from the situation analysis. They
are a statement of what the
organization intends to accomplish with
its marketing program and the general
approach it will take.
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Marketing Strategy and the Marketing Plan
Chapter
5
Marketing Plan
• A specific detailed statement of how
the marketing mix will be used to
realize the marketing strategy.
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Marketing Strategy and the Marketing Plan
Chapter
5
Implementation and Control
• Consist of putting the marketing plan
into action as well as doing ongoing
monitoring and gathering feedback on
how ell the plan is accomplishing the
stated marketing program.
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Marketing Strategy and the Marketing Plan
Chapter
5
Product Portfolio
• The complete collection of products or
services that a company produces.
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Marketing Strategy and the Marketing Plan
Figure 5.4
Chapter
5
BCG Growth - Share Matrix
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Marketing Strategy and the Marketing Plan
Figure 5.5
Chapter
5
General Electric’s
Business Screen
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Marketing Strategy and the Marketing Plan
Chapter
5
SWOT Analysis
• The combined summary of the internal
analysis and the environmental
analysis. Stands for: Strengths,
Weaknesses, Opportunities, and
Threats.
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Marketing Strategy and the Marketing Plan
Chapter
5
Positioning Analysis
• Identifying brands in each segment and
how they differ from each other.
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Marketing Strategy and the Marketing Plan
Chapter
5
Customer Analysis
1. Who are our actual and potential customers?
2. Why do they buy our product?
3. Why do non customers not buy our products?
4. Where do our customers buy our products?
5. How do they buy it?
6. When do they buy it?
7. What do they do with our product?
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Marketing Strategy and the Marketing Plan
Figure 5.6
Chapter
5
Positioning Map for Business
Desktop Microcomputer Segment
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Marketing Strategy and the Marketing Plan
Chapter
5
Developing a Competitive Strategy
1.
2.
3.
4.
5.
Who are our competitors?
What is their strategy?
Should we compete?
If so, in what markets?
How?
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Marketing Strategy and the Marketing Plan
Chapter
5
Figure 5.7
Product-Market Growth Matrix
PRODUCT
Present
New
Present
Penetration
Product
development
New
Market
development
Diversification
MARKET
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Marketing Strategy and the Marketing Plan
Chapter
5
Table 5.2
Marketing Planning Model Based on
Environmental Antecedents (1 of 3)
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Marketing Strategy and the Marketing Plan
Chapter
5
Table 5.2
Marketing Planning Model Based on
Environmental Antecedents (2 of 3)
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Marketing Strategy and the Marketing Plan
Chapter
5
Table 5.2
Marketing Planning Model Based on
Environmental Antecedents (3 of 3)
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Marketing Strategy and the Marketing Plan
Chapter
5
Figure 5.8
The Strategic Marketing Planning Process
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Marketing Strategy and the Marketing Plan
Chapter
5
Marketing Mix
• The blending of the four elements of
marketing to satisfy chosen consumer
segments.
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Marketing Strategy and the Marketing Plan
Chapter
5
Figure 6.9
The Marketing Mix
Mix Elements
Products
Consumers
Marketing
research
Pricing
Buyer needs
in a market
segment
Communication
Service/
convenience
Distribution
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Marketing Strategy and the Marketing Plan
Chapter
5
Product Management
• Decisions about what kind of product is
needed, its uses, package design,
branding, trademarks, warranties,
guarantees, product life cycles, and
new product development.
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Marketing Strategy and the Marketing Plan
Chapter
5
Pricing
• The methods of setting competitive,
profitable, and justified prices.
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Marketing Strategy and the Marketing Plan
Chapter
5
Distribution
• The selection and management of
marketing channels and the physical
distribution of goods.
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Marketing Strategy and the Marketing Plan
Chapter
5
Marketing Channels
• The steps or handling organizations
that a good or service goes through
from producer to final consumer.
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Marketing Strategy and the Marketing Plan
Chapter
5
Communication
• Personal selling, advertising, sales,
promotion, and publicity.
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Marketing Strategy and the Marketing Plan
Figure 5.10
Chapter
5
The Role of the Marketing Manager
Components of
the Marketing
Environment
1. The social
environment and
behaviour of consumers
2. The economic
environment
3. The competitive
environment
4. The legal
environment
5. The technological
environment
External Factors
Strategies,
Objectives, and
Resources
of the Organization
Marketing
Manager
Marketing Plan
A unique blend of
marketing elements
related to one another
and the forces bearing
on the organization
Marketing
Mix Elements
1. Product of service
decisions
2. Pricing decisions
3. Distribution decisions
4. Communication
decisions
Internal Factors
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