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Developing Marketing Strategies and Plans
Visual Edition
Top 10 Concepts
Lesley Ann P. YuAteneo Graduate School of Business
Outline: Developing Marketing Strategies and Plans
1) The Value Delivery Process (what?)
2) Value Chain as a Tool (how?)3) Importance of Core Competencies
(why?)4) Holistic Marketing Approach
(how?)5) The Use of a Marketing Plan
(what?)
Outline: Developing Marketing Strategies and Plans
6) Strategic Planning in the Company (how?)
7) A Company’s Organization (what?)8) Innovation in Marketing (what?)9) Business Unit Strategic-Planning
(how?)10) The Product Planning Stage
(what?)
Developing Marketing Strategies and Plans
Developing
Strategies
Flan = Plans
Marketing
Concept 1:
The Value Delivery Process is used to create Customer Value
Value Delivery Process
Developing Marketing Strategies & Plans
CPCCPC
Developing Marketing Strategies & Plans
Concept 2:
Value Chain as a tool is used to identify more ways to create value.
Value Delivery Process
Create More Value
CPCCPC
Concept 3:
Core Competencies results in core products
that enable value creation in the end products.
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Concept 4:
The Holistic Marketing Approach integrates Value Exploration, Creation and Delivery together
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Concept 5:
The Use of a Marketing Plan is to coordinate and direct the the marketing efforts.
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Use to coordinate & direct
Concept 6:
Strategic Planning is essential to help set the company goals and strategies.
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Sets goals & Strategies
Use to coordinate & direct
Concept 7:
A Company’s Organization consists of structure, policies and culture
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Structure, Policies & Culture
Sets goals & Strategies
Use to coordinate & direct
Concept 8:
Innovation in Marketing helps find new ideas on strategy making
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Structure, Policies & Culture
Sets goals & Strategies
Use to coordinate & direct
Innovation
Concept 9:
Strategic Planning for each business units entails defining, analyzing, formulating, implementing and feedback
Business Unit
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Innovation
Structure, Policies & Culture
Sets goals & Strategies
Use to coordinate & direct
Concept 10:
Product Planning to requires a marketing plan for each product level to achieve its goals
Capture Customer Value
Core Competencies
Developing Marketing Strategies & Plans
Value Delivery Process
Create More Value
CPCCPC
Line, Channels, Brand
Business Unit
Innovation
Structure, Policies & Culture
Sets goals & Strategies
Use to coordinate & direct
Summary: Successful Strategy and Plan Making
1) Creates Customer Value2) Identifying Tool3) Core Competencies as Competitive Advantage4) Expand, Loyalty, Lifetime Value5) Reach Marketing Objectives
Summary: Successful Strategy and Plan Making
6) Respond to Changing Needs7) Adapt to the Changing
Environment8) Find new ideas for strategy
making9) Sets Goals for the Unit10) Sets Goals for each Product
levels
Developing Marketing Strategies and Plans
Visual Edition
Top 10 Concepts
Lesley Ann P. YuAteneo Graduate School of Business
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