Developing Marketing Strategies and Plan

Marketing and Customer Value Business Unit Strategie Planning Product Planning: The Nature and Contents of a Marketing Plan
Corporate and Division Strategic Planning

The Role of Research

The Value Delivery Process Defining the Corporate Mission The Business Mission 

measure progress toward objectives and identify areas for improvement

There are 3 phases Focus on a limited number of goals SWOT analysis
helps marketers learn more about their customers’ requirements,
Stress major policies and values expectations, perceptions, satisfaction, and loyalty
First, choosing the value represents the “homework” marketing must do before any product exists External Environment (Opportunity and Threat) Analysis

Define major competitive spheres

External Environment (Strenghs and Weakness) Analysis The Role of Relationship
The second phase is providing the value
Take a long-term view

The third phase is communicating the value by utilizing the sales force,
Goal Formulation influences how marketing personnel work with each other and with other departments to deliver value and satisfy
customers
Internet, advertising, and any other communication tools to announce and promote the product Short, memorable, meaningful

Strategic Formulation affects how the company works with suppliers, distributors, and partners to
achieve the plan’s objectives
The Value Chain Establishing Strategic Business Units
Program Formulation and Implementation influences the company’s dealings with other stakeholders
It has a leader responsible for strategic planning and profitability
a tool for identifying was to create more customer value 

It has its own set of competitors Feedback and Control From Marketing Plan to Marketing Action
The primary activities

It is a single business or collection of related business

start planning well in advance of the implementation date to allow time for marketing research, analysis, management review, and coordination between departments
(1) inbound logistics, or bringing materials into the business

monitor ongoing results, investigate any deviation from plans, and take corrective steps as needed
(2) operations, or converting materials into final products Assigning Resources to each SBU

prepare contingency plans

(3) outbound logistics, or shipping out final assess the potential of a business based on growth opportunities from global expansion, repositioning or
products retargeting, and strategic outsourcing

(4) marketing, which includes sales

Assessing Growth Opportubities
(5) service

Intensive growth

Specialized departments handle the

support activities Integrative Growth

(1) procurement Diversification Growth

(2) technology development Downsizing and Diverting Older Business

(3) human resource management

Organization and Organization Culture
(4) firm infrastructure
the shared experiences, stories, beliefs,
and norms that characterize an organization
Core Competencies
A customer-centric culture can affect all aspects of an organization

Characteristics of Core Competencies Sometimes corporate

culture develops organically and is transmitted directly from the CEO’s personality and habits
to the company employees
Difficult to imitate

Applications in a wide variety of markets Marketing Innovation

A source of competitive advantage is critical

Maximizing Core Competencies Firms develop strategy by identifying and selecting among different views of the future

(Re)define the business concept

(Re)shaping the business scope

(Re)positioning the company's brand identity

A Holistic Marketing Orientation

and Customer Value

“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

Holistic marketers address three key

management questions: 

1. Value exploration

2. Value creation

3. Value delivery

The Central Role of Strategic Planning

makes decisions on the amount of resources to allocate to each division, as well as on which businesses to start or eliminate

Each division establishes

a plan covering the allocation of funds to each business unit within the division

Each business unit

develops a strategic plan to carry that business unit into a profitable future