Angustia ch 2 developing marketing stratigies and plans

Top 10 Concepts

Developing Marketing Strategies and Plans

Bernadette C. Angustia

Ateneo School of Medicine and Public Health

Outline:

1. Core Compitencies

2. Strategic Marketing Plan

3. Defining Corporate Mission

4. Marketing Definition vs. Product Definition

5. Strategic Business Unit (SBU)

Outline:

6. Assessing Growth Opportunities

7. SWOT

8. Goal Formulation

9. Strategic Formulation

10. Program Implementation

Concept 1: Core Competencies make up the essence of business

Kotler: Nike

Local: Bench

Medical: GSK Meds

Concept 2:

Strategic Marketing lays out the value proposition the firm will offer

Kotler: Intel microprocessor

Local: Mr.Quikie

Med: Unilab

Concept 3:

Define Corporate Mission

Kotler: Sony

-Personal portable sound

Local: AYALA

- Pioneering the FutureMedical: PhilHealth

Concept 4:

Marketing Def’n of a business is superior to Product Def’n

Kotler: Xerox

We help improve office productivity

Local: Jolibee

Happiness in every moment

Medical: Pfizer Help people improve their health

Concept 5:

Establishing Strategic Business Units

Kotler: General Electric

Proctor&Gamble

Sanofi Phils

Concept 6:Assess growth opportunities to come up with new strategies.Kotler: Starbucks

Local: CDO ulam burger

Medical: Viagra

Concept 7:SWOT Analysis

Kotler: Loan Bright

Local: PLDT

Medical: Siemen’s

Concept 8:

Goal Formulation- developing specific goals for the planning period.Kotler: Compaq

Local: Knorr Soup

Medical: GE Medical

Concept 9:

Strategic formulation, a game plan for getting thereKotler: Belkin corp.

Local: Kenny Rogers

Medical: Belo medical

Group

Concept 10: Program Implementation requires a dynamic relationship among stakeholders.International: Google

Local: Rustan’s Starbucks

Medical: The Medical City

Summary: Developing Marketing Strategies and Plans1. Core Compitencies

2. Strategic Marketing Plan

3. Defining Corporate Mission

4. Marketing Definition vs. Product Definition

5. Strategic Business Unit (SBU)

Summary: Developing Marketing Strategies and Plans

6. Assessing Growth Opportunities

7. SWOT

8. Goal Formulation

9. Strategic Formulation

10. Program Implementation

My Conclusion: Developing Marketing Strategies and Plans

Developing Marketing Strategies and plans is not all about what looks good and fun.

It takes proper attention to detail and a bit of pnash!

Top 10 Concepts

Developing Marketing Strategies and Plans

Bernadette C. Angustia

Ateneo School of Medicine and Public Health