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MARKETING MANAGEMENTDr. Ahmed A Shalaby
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Learning Levels Cognitive Knowledge Application Diagnosis / Trouble-shooting Creating new knowledge / Theory
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Course OutlineI. II. III. IV. V. VI. VII. VIII. IX. X. Introduction From corporate strategy to marketing strategy and plan Creating customer satisfaction and loyalty Buying behavior Competitive analysis and competitive strategy Market segmentation and targeting Market positioning Branding Marketing mix decisions Marketing information system 3
How does marketing create, deliver and communicate
value to target customers? What are the key marketing processes: the marketing
work? What is the role of core competencies in creating
sustainable competitive advantage? What are Mega trends? Are they threats and/or
opportunities? How can we manage them?4
What is Marketing Management?Marketing management is the art and science of: choosing target markets, getting, keeping, and growing customers through Creating, communicating, and delivering superior customer value5
Competitive Advantage Competitive advantage: A company's ability to perform in one or more ways that competitors cannot or will not match. Marketing focuses on advantages relevant to customers.
How to create and sustain it? By fitting a companys core competencies and distinctive capabilities into operational systems for value exploration, creation and delivery in ways that are hard to imitate by competitors.
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The Four Cs Marketing Mix ProductCustomer Solution Place Convenience Price Customer Cost Promotion Communication7
The Role of Marketing in the CompanyProduction MarketingCustomer
The customer is the focal point Marketing is the integrative function
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II- FROM CORPORATE TO MARKETING STRATEGY What is Strategy, Strategic plan, and Operational plan? How are they
related?
What are the levels of strategic management? (Corporate, business unit, functional (e.g. marketing), product or market) What is strategic analysis in marketing? What are the tools? (e.g. portfolio models, Porters five forces model, growth models, SWOT analysis). How can we use them to formulate strategies?
Marketing Plan, Marketing Control
In preparing for battle I have always found that plans are useless but planning is indispensable Dwight Eisenhower Why?9
Market-Oriented Strategic Planning Integrating Intuition & analysisWhen is strategic analysis relevant? Uncertainty Competition Longer term Need for flexibility Major choices
Objectives
Resources
Strategic Fit Core CompetenciesOpportunities
What is the relationship between strategic planning and operational planning?
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Efficiency versus Effectiveness
Strong Strong
Weak
1. Thrive
2. Die slowly
Weak
3. Survive
4.Die quickly11
Porters Generic Strategies for Competitive Advantage Overall cost/efficiency leadership. How? (economies of scale, modify supply chain, lean manufacturing..) Differentiation. How? (Strong branding, in-depth understanding of customers, unique quality)12
Marketing Alliance Strategies
Product or Service Alliances. Promotional Alliances. Logistical Alliances.
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Planning Process
External Audit Vision & Mission SWOT Goals Strategies Operational Planning Feedback & Control
Internal Audit
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Levels of Strategic Planning Corporate Strategic business unit (SBU). * Pros and cons Functional (e.g. Marketing strategies) Product / Market15
Portfolio Models: How healthy is your portfolio of SBUs or Products?THE MODELS HELP TO: DIAGNOSE THE HEALTH OF THE PORTFOLIO GUIDE RESOURCE ALLOCATION (build, hold, harvest or divest) IMPROVE CASH FLOW MANAGEMENT
FOCUS ON TWO DIMENSIONS Market attractiveness (market size, market growth, profitability, competition etc.) Business strength (market share, share of growth, product quality, unit costetc.)
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Portfolio Models: Boston Consulting Group Growth-Share Model20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0
Stars
Question Marks
Market Growth Rate
4 5Cash Cow
2 1Dogs
3
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High
>1
1 Relative Market Share