Lectures Marketing management - Chapter 2: Developing marketing strategies and plans provides students with the knowledge: Marketing and customer value, corporate and division strategic planning, business unit strategic planning, a marketing plan. Invite you to refer to the disclosures.
CHAPTER DEVELOPING MARKETING STRATEGIES AND PLANS Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn Chapter Questions ● How does marketing affect customer value? ● How is strategic planning carried out at different levels of the organization? ● What does a marketing plan include? © Nguyễn Tiến Dũng Marketing Management Chapter Main Contents Marketing and Customer Value Corporate and Division Strategic Planning Business Unit Strategic Planning A Marketing Plan © Nguyễn Tiến Dũng Marketing Management 2.1 Marketing and Customer Value ● The Value Delivery Process ● The Value Chain ● Core Competencies ● A Holistic Marketing Orientation and Customer Value ● The Central Role of Strategic Planning © Nguyễn Tiến Dũng Marketing Management Value Delivery Process © Nguyễn Tiến Dũng Marketing Management © Nguyễn Tiến Dũng Marketing Management 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 © Nguyễn Tiến Dũng Marketing Management Value Chain © Nguyễn Tiến Dũng Marketing Management Value Chain © Nguyễn Tiến Dũng Marketing Management Core Business Processes ● The market-sensing process ● gathering and acting upon information about the market ● The new-offering realization process ● researching, developing, and launching new high-quality offerings quickly and within budget ● The customer acquisition process ● defining target markets and prospecting for new customers ● The customer relationship management process ● building deeper understanding, relationships, and offerings to individual customers ● The fulfillment management process ● receiving and approving orders, shipping the goods on time, and collecting payment © Nguyễn Tiến Dũng Marketing Management 10 GE Matrix © Nguyễn Tiến Dũng Marketing Management 26 2.4 Assessing growth opportunities © Nguyễn Tiến Dũng Marketing Management 27 ● Intensive Growth ● Market penetration ● Market development ● Product development ● Integrative Growth ● Vertical Integration: Suppliers The Business Intermediaries ● Horizontal Integration ● Diversification Growth ● Downsizing And Divesting Older Businesses © Nguyễn Tiến Dũng Marketing Management 28 Three Intensive Growth Strategies: Ansoff Matrix © Nguyễn Tiến Dũng Marketing Management 29 Business Unit Strategic Planning © Nguyễn Tiến Dũng Marketing Management 30 SWOT Analysis © Nguyễn Tiến Dũng Marketing Management 31 © Nguyễn Tiến Dũng Marketing Management 32 ● SW analysis © Nguyễn Tiến Dũng Marketing Management 33 Goal Formulation They must be arranged hierarchically, from most to least important The business unit’s key objective for the period may be to increase the rate of return on investment Managers can increase profit by increasing revenue and reducing expenses They can grow revenue, in turn, by increasing market share and prices Objectives should be quantitative whenever possible The objective “to increase the return on investment (ROI)” is better stated as the goal “to increase ROI to 15 percent within two years.” Goals should be realistic Goals should arise from an analysis of the business unit’s opportunities and strengths, not from wishful thinking Objectives must be consistent It’s not possible to maximize sales and profits simultaneously © Nguyễn Tiến Dũng Marketing Management 34 Strategic Formulation ● Porter’s generic strategy ● Cost leadership ● Differentiation ● Focus: Segmentation ● Strategic alliances ● Product or service alliances ● Promotional alliances ● Logistic alliances ● Pricing collaborations © Nguyễn Tiến Dũng Marketing Management 35 © Nguyễn Tiến Dũng Marketing Management 36 A Marketing Plan: Levels ● Strategic ● Tactical ● Analysis of ● Product features marketing opportunities ● Target marketing decisions ● Value proposition ● Promotion © Nguyễn Tiến Dũng ● Merchandising ● Pricing ● Sales channels ● Service Marketing Management 37 A marketing plan: lauching a new product to the market ● Executive summary ● Situational analysis ● Market summary: market demographics, needs, trends, growth ● SWOT analysis ● Competition ● Product offering ● Key to success ● Critical issues ● Marketing strategy: objectives, positioning, marketing-mix ● Financials: sales forecast, expense forecast … ● Controls © Nguyễn Tiến Dũng Marketing Management 38 © Nguyễn Tiến Dũng Marketing Management 39 Evaluating a Marketing Plan © Nguyễn Tiến Dũng Is Is Is Is the the the the plan plan plan plan simple? specific? realistic? complete? Marketing Management 40 ... Matrix © Nguyễn Tiến Dũng Marketing Management 24 BCG Matrix © Nguyễn Tiến Dũng Marketing Management 25 GE Matrix © Nguyễn Tiến Dũng Marketing Management 26 2. 4 Assessing growth opportunities © Nguyễn. .. Businesses © Nguyễn Tiến Dũng Marketing Management 28 Three Intensive Growth Strategies: Ansoff Matrix © Nguyễn Tiến Dũng Marketing Management 29 Business Unit Strategic Planning © Nguyễn Tiến Dũng Marketing. .. product © Nguyễn Tiến Dũng Marketing Management Value Chain © Nguyễn Tiến Dũng Marketing Management Value Chain © Nguyễn Tiến Dũng Marketing Management Core Business Processes ● The market-sensing