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