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Phillip

Kevin Lane

Kotler Keller
Marketing Management 14e

h
C

p
a

r
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t
2

Developing
Marketing
Strategies and
Plans

Discussion Questions
1. How does marketing affect
customer value?
2. How is strategic planning
carried out at different levels
of the organization?
3. What does a marketing plan
include?
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The Value Delivery


Approach

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The Value Chain

Support
Activitie
s

Inbound
Outboun
Operation
Marketin Service
Logistic
d
s
g
s
Logistics
Procurement
Human Resource management
Technological Development
Infrastructure

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Margin

Primary
Activitie
s

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Core Business
Processes
Fulfillment
managemen
t

Customer
relationship
management
Customer
acquisition

Newoffering
realization
Marketsensing
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Strategic Planning
Businesses as
investment
portfolio
Assessing each
businesss
strength
Establish a
strategy
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F 2

Strategic Planning,
Implementation, and Control
Processes

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Marketing Plan
Directs and coordinates
the marketing effort
Product Line or Brand
Level
Strategic and Tactical
levels

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Levels of a Marketing Plan


Strategic
Analysis of
marketing
opportunities
Target marketing
decisions
Value proposition

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Tactical

Product features
Promotion
Merchandising
Pricing
Sales channels
Service

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Corporate Strategic
Planning
1

Define corporate mission

Establish SBUs

Assign resources to
SBUs

Assess growth
opportunities

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Defining the Corporate


Mission

What is
our
business
?
What
should
our
business

Who is
the
customer
?

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What is of
value to the
customer?

What will
our
business

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Mission Statements
Characteristics of good mission
statements:
1. Focus on a limited number of
goals
2. Stress major policies and values
3. Define major competitive
spheres
4. Take a long-term view
5. Short, memorable, meaningful
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Vague Mission Statement

To build total brand value by innovating


to deliver customer value and customer
leadership faster, better, and more
completely than our competition

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GOOGLES Mission
Statement
To organize the worlds
information and make it
universally accessible and
useful.

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Vague Philosophy
We build brands and make
the world a little happier by
bringing our best to you.

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GOOGLEs Philosophy
Never settle for the best.
1.
2.
3.
4.
5.

Focus on the user and all else will follow.


Its best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You dont need to be at your desk to need an
answer.
6. You can make money without doing evil.
7. There is always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10.Great just isnt good enough.
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Strategic Business Units


(SBU)
Three Characteristics of an SBU:
Unique
competitors

A single business
or collection of
related
businesses
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Leader
responsible for
planning and
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Defining Strategic Business


Units
Customer
groups

Customer needs
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Technology
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Strategic Business Units


Company

Product Definition

Union Pacific We run a railroad.

Market Definition

We are a people-and-goods
mover.

Xerox

We make copying
equipment.

We help improve office


productivity.

Hess
Corporation

We sell gasoline.

We supply energy.

Paramount
Pictures

We make movies.

We market entertainment.

Encyclopaed
We sell encyclopedias
ia Britannica
Carrier

We make air
conditioners and
furnaces.

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We distribute information.
We provide climate control
in the home.
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Assigning Resources

MED

Boston Consulting Group


Matrix

LOW

Business Position

HIGH

GE/McKinsey Matrix

LOW

MED

HIGH

Industry
Attractiveness

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Assessing Growth
Opportunities

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e
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Fi 2.2

The Strategic-Planning
Gap

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Intensive Growth

New
Current

Markets

Product-Market Expansion Grid


Market
Developme
nt

Diversificat
ion

Market
Penetration

Product
Developme
nt

Current

New

Products
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Integrative Growth

Business

Wholesal
er

Competitor

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Diversification Growth

w
e
N

o
p
Op

ty
i
n
u
rt

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Corporate Culture

is the shared experiences, stories,


beliefs, and norms that characterize an
organization.

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Marketing Innovation

Identify and encourage new ideas

Scenario
Analysis

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e
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Fi 2.3

Business Unit Strategic


Planning

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Fi 2.4

Opportunity and Threat


Matrices

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External

Internal

SWOT Analysis

SW
OT

Strength

Weakness

Opportunit
y

Threat

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Goal Formulation
Ranked

Consisten
t

Quantifie
d

Realistic
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Strategy Formulation
Porters Generic
Strategies

Strategic
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Program Formulation and


Implementation

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Feedback and Control

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Strong
leadership

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Product Planning
Marketing
Plans

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