Kotler chap2 gosoco
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This document discusses key concepts for developing marketing strategies and plans. It covers developing customer value through the value delivery process and value chain analysis. It also discusses strategic planning at different organization levels, including defining the business mission, assessing opportunities and threats, formulating goals and strategies. Additionally, it addresses developing marketing plans for individual business units and products, and the importance of the marketing plan as an output of the marketing process.
Kotler chap2 gosoco
- 1. www. facebook.com/v65ASMPHMarkma Developing Marketing Strategies and Plans Claudine Go-Soco Chapter 2…
- 2. www. facebook.com/v65ASMPHMarkma OUTLINE • I. Customer Value • II. Strategic Planning in different levels of organization • III. Marketing Plan Content
- 3. www. facebook.com/v65ASMPHMarkma Concept 1: Deliver customer value at a profit Value Delivery Process Choose Provide Communic ate
- 4. www. facebook.com/v65ASMPHMarkma Concept 2: Value Chain • Every firm is a synthesis of activities performed to design, produce, market, deliver, and support its product. • To examine its costs and performance in each value-creating activity and look for ways to improve it
- 5. www. facebook.com/v65ASMPHMarkma Concept 3: Core Competency 1. A source of competitive advantage 2. Applicable in a wide market variety 3. Difficult for to imitate
- 6. www. facebook.com/v65ASMPHMarkma Concept 4: Holistic Marketing “integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and coprosperity among key stakeholders”
- 7. www. facebook.com/v65ASMPHMarkma Concept 5: Strategic Planning • Successful marketing thus requires capabilities such as understanding, creating, delivering, capturing, and sustaining customer value. Marketing plan - Central instrument for directing and coordinating the marketing effort - Strategic vs tactical
- 8. www. facebook.com/v65ASMPHMarkma CONCEPT 6: Strategic Planning Cycle
- 9. www. facebook.com/v65ASMPHMarkma Concept 7: Define the corporate mission. focus on a limited number of goals stress the company’s major policies and values Define the major competitive spheres within which the company will operate Take a long-term view Short, memorable, and meaningful
- 11. www. facebook.com/v65ASMPHMarkma Concept 7: Establishing SBU’s • Market definition: Target vs Strategic
- 12. www. facebook.com/v65ASMPHMarkma Concept 7: Assigning Resources to SBU
- 13. www. facebook.com/v65ASMPHMarkma Concept 8: Assessing Growth Opportunities
- 14. www. facebook.com/v65ASMPHMarkma Concept 9: Corporate culture • “the shared experiences, stories, beliefs, norms that characterize an organization”
- 15. www. facebook.com/v65ASMPHMarkma Concept 9: Marketing Innovation
- 16. www. facebook.com/v65ASMPHMarkma Concept 10: Business Unit Strategic Planning
- 17. www. facebook.com/v65ASMPHMarkma Concept 11: Porter’s Generic Strategies • Overall cost leadership • Differentiation • Focus • Kotler: Travelocity • Local: • Medical:
- 18. www. facebook.com/v65ASMPHMarkma Concept 11: Partner Relationship Management • Ability to form and manage partnerships • Finding partners that might complement a company’s strengths and offset their weakness – Kotler: Vodafone – Local: – Medical:
- 19. www. facebook.com/v65ASMPHMarkma Concept 12: Program Formulation & Implementation McKinsey’s 7S Strategy structure systems StyleSkills Staff Shared values
- 20. www. facebook.com/v65ASMPHMarkma Concept 13: Feedback and Control • What is better, to the right thing or to do things right? • Once an organization fails to respond in a changing environment, it becomes increasingly hard to recapture its lost position. – Kotler: KB Toys – Local: – Medical • Key to org. health: willingness to examine the changing env’t and adopt new goals & behaviors
- 21. www. facebook.com/v65ASMPHMarkma Concept 14: Marketing Plan – Written document summarizing what the marketer has learned about the marketplace & indicates how the firm plans to reach its objectives – Customer- and competitor-oriented, better reasoned, more realistic Executive summary and TOC Situation analysis Marketing strategy Financial projections Implementation controls
- 23. www. facebook.com/v65ASMPHMarkma Concept 15: Role of Research & Relationships • Research – Up-to-date info about the env’t, competition, selected market segments – Measures progress toward obectives and identify areas for improvement – Helps marketers learn more about the customer • Relationships – Influences how employees work with each other – Affects suppliers, distributors, partners – Influences company dealing’s with other stakeholders
- 24. www. facebook.com/v65ASMPHMarkma Concept 16: From Marketing Plan to Action • Yearly marketing plan • Well advanced planning to allow time for marketing research, analysis, management review, coordination • Must be able to measure progress towards the objectives
- 25. www. facebook.com/v65ASMPHMarkma • The value delivery process includes choosing (or identifying), providing (or delivering), and communicating superior value. The value chain is a tool for identifying key activities that create value and costs in a specific business. • Strategic planning for individual businesses includes defining the business mission, analyzing external opportunities and threats, analyzing internal strengths and weaknesses, formulating goals, formulating strategy, formulating supporting programs, implementing the programs, and gathering feedback and exercising control. • Each product level within a business unit must develop a marketing plan for achieving its goals. The marketing plan is one of the most important outputs of the marketing process. SUMMARY
- 26. www. facebook.com/v65ASMPHMarkma Developing Marketing Strategies and Plans Claudine Go-Soco Chapter 2…
Editor's Notes
- #4: *with informed buyers and abundant choices, superior value is key *smart competitor must design and deliver offerings for a well defined target market 3 phases of value creation & delivery sequence: STP = homework & essence of marketing Determine specific product features, prices and distribution Utilizing sales force, internet, advertising, etc to announce and promote the product Process starts before there is a product, continues through dev’t, and after the launch Example:
- #5: PRIMARY ACTIVITIES Inbound logistics = bringing mat’ls into the business Operations = converting mat’ls into final products Outbound logistics = shipping out final products Marketing = sales Service SECONDARY ACTIVITIES Procurement Technology Development Human Resource Management Firm infrastructure
- #7: How a company identifies new value opportunities value exploration How a company efficiently creates more promising new value offerings value creation How a company uses its capabilities and infrastructure to deliver the new value offerings more efficiently value delivery
- #8: --These companies focus on the customer and are organized to respond effectively to changing customer needs. They all have well-staffed marketing departments, and their other departments accept that the customer is king. -Strategic = Lays out the target markets and the firm’s value proposition -Tactical=Specifies the marketing tactics: product features, promotion, merchandising, pricing, sales channels, service
- #10: What is our business? Who is our customer? What is of value to the customer? What will be our business be?
- #12: A target market definition tends to focus on selling a product or service to a current market. strategic market definition, however, also focuses on the potential market. If
- #18: Strategy= the creation of a unique and valuable position
- #21: ‘do the right thing’ = effective vs ‘do things right’ = efficient
- #22: Provides direction for a brand, product, or company, fundraising, outreach efforts, etc