Developing Marketing Strategies and Plans

Chapter 2Group 3

V57

How are Marketing Strategies and Plans Developed?

A. Marketing & Customer ValueB. How to Capture Customer Value?C. Marketing & Strategic Planning

A. Marketing is about satisfying consumers’ needs and wants.

V VV The task of any business is

to deliver customer value at a profit

V VVB. Holistic Marketing Orientation helps

capture customer value

Holistic Marketing Orientation succeeds by managing a superior value chain

V VVProduct Quality Service Speed

This value chain delivers a high level of product

quality, service and speed

V VVHolistic Marketing Orientation is designed to

address 3 Key Management Questions

Value Delivery

Value Creation Value Exploration

C. Successful marketing requires companies to prioritize Strategic Planning

Strategic Planning

Strategic Planning

Corporate & Division Planning

SBUIID

ntensive

ntegrative

iversification

1. Defining Corporate Mission

2. Establishing SBUs3. Assigning resources to

SBUs4. Assessing growth

opportunities

a) Industryb) Products and

applicationsc) Competenced) Market Segmente) Verticalf) Geographical

Strategic Planning

Corporate & Division

Business PlanningGOAL

FORMATIONSTRATEGIC

FORMATIONPROGRAM

FORMATION & IMPLEMENTATION

FEEDBACK & CONTROL

Strategic Planning

Corporate & Division

Business

Product Planning

MARKETING PLAN

Strategic & Tactical Levels

Contents

Strategic Planning

Corporate & Division

Business

Product

MARKETING PLAN

CONCEPT SUMMARY

Model

Effective Strategic Planning achieves Marketing’s goal for CUSTOMER VALUE