Chapter 1

Developing marketing strategic plans.

Developing the right marketing strategies in a fast paced world seems like a challenge that requires
constant updating. The task of any business is to provide or deliver value to its customers at a profit.
Value delivery process has to be fine-tuned so that company can enjoy the benefit of communicating,
providing superior value to its buyers.

The company’s success not only depends on how well its performing in sales but also on how well it is
doing or performing within the departments. How it is running its core business processes, its
coordination. How a company is gathering information about the market. How it is researching,
developing, launching its new products, its quality within budget. How it is attracting new customers.
How it is planning target markets, how it is working on relationships with customers. How it is receiving
and approving orders, shipping goods on time etc.

Many companies partner with its suppliers and distributors to create a value delivery network.

Companies often have to realign themselves to maximize core competencies. Core competencies are the
competitive advantage that makes it difficult for competitors to imitate easily. For example Panasonic
had faced some market challenges and it had to change the business strategy to beat the challenges.

Changing strategies is not an easy task. Organizational levels of a company include: corporate, division,
units and product line.