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Developing Marketing
Strategies and Plans
2
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Developing Marketing
Strategies and Plans
A strategy is a theory about how to gain competitive
advantages. A good strategy is a strategy that
actually generates such advantages.
Strategic management is the process of specifying an
organizations objectives, developing policies and
plans to achieve these objectives, and allocating
resources so as to implement the plans.
1-2
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Mission
Statement
Strategic Goals/Plans
Senior Management(Organization as a whole)
Tactical Goals/Plans
Middle Management
(Major diisions! "#nctions)
O$erational Goals/Plans
%ower Management
(&e$artments! indiid#als)
'nternal Message
%egitimac!
motiation!
g#ides!
rationale!standards
*ternal Message
%egitimac "or
inestors! c#stomers!
s#$$liers! comm#nit
%eels o" Goals/Plans + Their 'm$ortance
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Mareting and #stomer .al#e
Part 1: Marketing Value and Customer ValueThe value delivery process
The value delivery process
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2) The .al#e hain
Michael Porter of Harvard has proposed the value chain asa tool for identifying ways to create more customervalue.
According to this model, every firm has combination of
activities performed to design, produce, maret, deliver,and support its product.
!he value chain identifies nine strategically relevantactivities that create value and cost in a specific
business.
!hese nine value"creating activities consist of five
primary activities and four support activities.
Part 1: Marketing Value and Customer Value
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1-
2) The .al#e hain
Theprimary activities coer the se4#ence o"5
1) 6ringing materials into the 6#siness (in6o#ndlogistics)!
2) conerting them into "inal $rod#cts (o$erations)!3) shi$$ing o#t "inal $rod#cts (o#t6o#nd logistics)!
7) mareting them (mareting and sales)! and
0) sericing them (serice)8
Part 1: Marketing Value and Customer Value
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2) The .al#e hain
The support activities:
1) technolog deelo$ment!
2) h#man reso#rce management!
3) "irm in"rastr#ct#re:are handled in certains$ecialized de$artments! as well as elsewhere8
7) Proc#rement and hiring
Part 1: Marketing Value and Customer Value
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1-1oc#s
Strategic >orm#lation
.( Strategic lliances
There are "o#r "orms o" M&S81)*$orting
2)%icensing3)Joint .ent#re7)&irect 'nestment
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