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    Developing Marketing Strategies and Plans

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    Salmanuddin Khan
    Developing marketing strategies and plans involves three key aspects: 1. Creating customer value through value creation, communication, and delivery. This involves understanding customer needs and efficiently creating offerings, communicating their benefits, and delivering the offerings. 2. Developing a marketing plan that directs and coordinates efforts at both the strategic and tactical levels. This includes analyzing opportunities, targeting decisions, product features, promotion, pricing, channels, and service. 3. Analyzing the external environment through tools like SWOT analysis, competitive analysis, and market opportunity analysis to identify strengths, weaknesses, opportunities and threats.

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    Developing Marketing Strategies and Plans

    Uploaded by

    Salmanuddin Khan
    28 views18 pages
    Developing marketing strategies and plans involves three key aspects: 1. Creating customer value through value creation, communication, and delivery. This involves understanding customer needs and efficiently creating offerings, communicating their benefits, and delivering the offerings. 2. Developing a marketing plan that directs and coordinates efforts at both the strategic and tactical levels. This includes analyzing opportunities, targeting decisions, product features, promotion, pricing, channels, and service. 3. Analyzing the external environment through tools like SWOT analysis, competitive analysis, and market opportunity analysis to identify strengths, weaknesses, opportunities and threats.

    Original Title

    LECTURE 02

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    Developing marketing strategies and plans involves three key aspects: 1. Creating customer value through value creation, communication, and delivery. This involves understanding customer needs and efficiently creating offerings, communicating their benefits, and delivering the offerings. 2. Developing a marketing plan that directs and coordinates efforts at both the strategic and tactical levels. This includes analyzing opportunities, targeting decisions, product features, promotion, pricing, channels, and service. 3. Analyzing the external environment through tools like SWOT analysis, competitive analysis, and market opportunity analysis to identify strengths, weaknesses, opportunities and threats.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    28 views18 pages

    Developing Marketing Strategies and Plans

    Uploaded by

    Salmanuddin Khan
    Developing marketing strategies and plans involves three key aspects: 1. Creating customer value through value creation, communication, and delivery. This involves understanding customer needs and efficiently creating offerings, communicating their benefits, and delivering the offerings. 2. Developing a marketing plan that directs and coordinates efforts at both the strategic and tactical levels. This includes analyzing opportunities, targeting decisions, product features, promotion, pricing, channels, and service. 3. Analyzing the external environment through tools like SWOT analysis, competitive analysis, and market opportunity analysis to identify strengths, weaknesses, opportunities and threats.

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    Download as pptx, pdf, or txt
    of 18

    Developing Marketing Strategies And Plans

    Kotler, Philip. Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed. p. cm
    Discussion Questions

    1. How does marketing affect customer value?

    2. How is strategic planning carried out at different levels of the organization?

    3. What does a marketing plan include?


    Three V’s Approach to
    Market Offering
    • Value Creation How can a company efficiently create more promising
    new value offerings?

    • Value Communication is based on relevant and timely information.


    Without such information, there can be no effective communication.

    • Value Delivery How can a company use its capabilities and


    infrastructure to deliver the new value offerings more efficiently?
    Eg: advertising and managing distribution
    What is the Value Chain Model?
    Michael Porter has proposed the value chain as a tool for identifying ways to create more
    customer value. According to this model, every firm is a combination of activities performed to
    des
    ign, produce, market, deliver, and support its product. The value chain identifies nine strategically
    relevant activities

    Five primary and four support activities that create value and cost in a specific business.
    What is the Value Chain Model?
    Primary Activities
    1. Inbound logistics, or bringing materials into the business;
    2. Operations, or converting materials into final products
    3. Outbound logistics, or shipping out final products;
    4. Marketing, which includes sales; and
    5. Service.

    Support activities
    6. Procurement,
    7. Technology development,
    8. Human resource management, and
    9. Firm infrastructure. (Infrastructure covers the costs of general management, planning,
    finance, accounting, legal, and government affairs.)
    Core Business Processes
    Core Competencies

    Difficult to
    imitate
    Useful in a
    wide variety
    of markets
    Contributes to
    perceived
    customer benefits
    Holistic Marketing

    Value
    Value
    Exploration
    Creation
    Value
    Delivery
    Marketing Plan

    • Directs and coordinates the marketing effort


    • Product Line or Brand Level
    • Strategic and Tactical levels
    Levels of a Marketing Plan

    Strategic Tactical
    – Analysis of marketing opportunities – Product features
    – Target marketing decisions – Promotion
    – Value proposition – Merchandising
    – Pricing
    – Sales channels
    – Service
    Defining the Corporate Mission
    Major Competitive Spheres
    Market orientation gets the right product: product orientation
    get the product right.

    A market orientated company is one that


    organizes its activities, products and services
    around the wants and needs of its customers.

    A product-orientated firm has its primary


    focus on its product and on the skills,
    knowledge and systems that support that
    product.
    Product Matrix- Growth Matrix
    SWOT Analysis
    Market Opportunity Analysis (MOA)

    • Can the benefits involved in the opportunity be articulated convincingly to a defined target market?
    • Can the target market be located and reached with cost-effective media and trade channels?
    • Does the company possess or have access to the critical capabilities and resources needed to deliver
    the customer benefits?
    • Can the company deliver the benefits better than any actual or potential competitors?
    • Will the financial rate of return meet or exceed the company’s required threshold for investment?
    Porter’s Generic Strategies

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