Developing Marketing Strategies and Plans

Phases of Value Creation and Delivery
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Choosing the value
Providing the value
Communicating the value

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What is the Value Chain?
The value chain is a tool for identifying was to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.

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The Value Chain

Core Business Processes
Market-sensing process
New-offering realization process
Customer acquisition process
Customer relationship management process
Fulfillment management process
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Characteristics of
Core Competencies
A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate
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What is Holistic Marketing?
Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.

Figure 2.1 The Strategic Planning, Implementation, and
Control Processes
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What is a Marketing Plan?
A marketing plan is the
central instrument for
directing and coordinating
the marketing effort.
It operates at a strategic and tactical level.

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Levels of a Marketing Plan
Strategic
Target marketing decisions
Value proposition
Analysis of marketing opportunities
Tactical
Product features
Promotion
Merchandising
Pricing
Sales channels
Service

Corporate Headquarters’
Planning Activities
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to each SBU
Assess growth opportunities
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Good Mission Statements
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
Take a long-term view
Short, memorable, meaningful

Google
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Product Orientation vs.
Market Orientation
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Characteristics of SBUs
It is a single business or collection of related businesses
It has its own set of competitors
It has a leader responsible for strategic planning and profitability
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Figure 2.2 The Strategic Planning Gap
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Intensive Growth Strategies
Ansoff’s Product-Market Expansion Grid

Figure 2.3 The Business Unit Strategic Planning Process
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

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?
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Figure 2.4
Opportunity and Threat Matrices
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Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus