25-10-2019

Welcome to Session 3 & 4

Developing Marketing Strategies and Plans

Study material
Project Overview

Dr. Pravat Surya Kar

Read

• Marketing Myopia

• Bira Activity

Dr. Pravat Surya Kar

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Discussion Questions

• Core Competency

• What does a marketing plan include?

• What are the generic strategies?

• SWOT Analysis

• Marketing Myopia

Dr. Pravat Surya Kar

What is the Value Chain?

The value chain is a tool for identifying ways

to create more customer value because every
firm is a synthesis of primary and support
activities performed to design, produce,
market, deliver, and support its product.

Dr. Pravat Surya Kar

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Core Business Processes

AV
• Market-sensing process
• New-offering realization process
• Customer acquisition process
• Customer relationship management
process
• Fulfillment management process

Dr. Pravat Surya Kar

Characteristics of Core Competencies

• A source of competitive advantage

• Applications in a wide variety of markets
• Difficult to imitate

Dr. Pravat Surya Kar

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Core Competency - Examples

Thriving businesses need

to constantly evolve, either
through
• Nestle
• Partnerships,
• New talent,
• Acquisitions, or all three
• Apple
The case of Nike

Dr. Pravat Surya Kar

Porter’s Generic Strategies

Overall Cost Leadership

Differentiation

Focus

Dr. Pravat Surya Kar

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Categories of Marketing Alliances

Product or Service Alliances

Promotional Alliances

Logistics Alliances

Pricing Collaborations

Dr. Pravat Surya Kar

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Dr. Pravat Surya Kar

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Opportunity Matrix

Dr. Pravat Surya Kar

Threat Matrix

Dr. Pravat Surya Kar

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FedEx

FedEx added Sunday

deliveries
based on customer
requests and
market demand

Dr. Pravat Surya Kar

What is a Marketing Plan?

A marketing plan is the central

instrument for directing and
coordinating the marketing effort.
It operates at a
strategic and tactical level.

Dr. Pravat Surya Kar

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Levels of a Marketing Plan

• Strategic • Tactical
• Target marketing • Product features
decisions • Promotion
• Value proposition • Merchandising
• Pricing
• Analysis of marketing
• Sales channels
opportunities
• Service

Strategy Vs. Action AV

Dr. Pravat Surya Kar

Marketing Plan Contents

✓ Executive summary
✓ Table of contents
✓ Situation analysis
✓ Marketing strategy
✓ Financial projections
✓ Implementation controls

Dr. Pravat Surya Kar

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Evaluating a Marketing Plan

✓ Is the plan simple?

✓ Is the plan specific?
✓ Is the plan realistic?
✓ Is the plan complete?

Dr. Pravat Surya Kar