COMPANY &

MARKETING
STRATEGY
Partnering to Build Customer
Engagement,
Value, and Relationships
Gusti Ayu Wulandari, S.E., M.M
FEB - UNEJ
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Company-Wide Strategic
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Designing the Business
Planning: Defining Portfolio
Marketing’s Role

03 04

TABLE OF CONTENTS
Planning Marketing: Marketing Strategy
Partnering to Build and the Marketing Mix
Customer Relationships

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Managing the Marketing
Effort and Marketing
Return on Investment

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Company-
Wide
STRATEGIC
Strategic PLANNING

OUR COMPANY
Planning:
The process of developing and
Defining maintaining a strategic fit
Marketing’s between the organization’s goals
and capabilities and its
Role changing marketing
opportunities.

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 Defining a Market-Oriented Mission

OUR EVOLUTION
Mission statement
A statement of the organization’s
purpose—what it wants to accomplish in
the larger environment.

We're building Instagram to A Total Food Solutions Company

allow you to experience • To provide sustainable solutions for food needs
moments in your friends' • To continuously improve our people, processes and technologies
lives through pictures as • To contribute to the welfare of the society and environment in a
they happen. sustainable manner
• To continuously improve stakeholders’ values 4

Source: https://www.indofood.com/company/vision-mision-values
 BUSINESS
PORTFOLIO

The collection of
businesses and
products that make
up the company

PORTFOLIO
Designing ANALYSIS
the Business The process by which
management
Portfolio evaluates the products
and businesses
that make up the
company 5
Growth-share Matrix
THE BOSTON
A portfolio-planning method that evaluates a CONSULTING GROUP
company’s SBUs in terms of market growth rate
and relative market share. APPROACH

Stars. Cash cows.

Stars are high-growth, Cash cows are low-
high-share businesses growth, high-share
or products. businesses or
products.

Question marks. Dogs.

Question marks are low- Dogs are low-growth,
share business units in low-share businesses
high-growth markets. and products.

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Problems with Matrix Approaches.
The BCG and other formal methods revolutionized strategic
planning. However, such centralized approaches have
limitations: They can be difficult, time consuming, and costly to
implement. Management may find it difficult to define SBUs and
measure market share and growth. In addition, these
approaches focus on classifying current businesses but provide
little advice for future planning.
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DEVELOPING STRATEGIES
FOR GROWTH & DOWNSIZING
Market penetration
Company growth by increasing sales
of current products to current market
segments without changing the
product.
Market development
Company growth by identifying
and developing new market
segments for current company
products.
Product/Market Expansion Grid
A portfolio-planning tool for identifying company growth
opportunities through market penetration, market
development, product development, or diversification.
CORE VALUES
Product development
Company growth by offering
modified or new products to
current market segments.
Diversification
Company growth through starting up
or acquiring businesses outside the
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company’s current products and
markets.
 Planning Partnering with Other Company Departments
Marketing: Value Chain: The series of internal departments that
carry out alue-creating activities to design, produce,
Partnering To market, deliver, and support a firm’s products.

ABOUT THE PRODUCT

Build
Partnering with Others in the Marketing System
Customer Value delivery network: A network composed of the
company, suppliers, distributors, and, ultimately,
Relationships customers who partner with each other to improve the
performance of the entire system in delivering customer
value.

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Marketing
Strategy and MARKETING
STRATEGY
the

OUR COMPANY
Marketing The marketing logic by
which the company hopes to
Mix create customer value and
achieve profitable customer
relationships.

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 CUSTOMER VALUE–DRIVEN
MARKETING STRATEGY
Market Market targeting
segmentation Evaluating each market
Dividing a market into segment’s attractiveness and
distinct groups selecting one or more segments
of buyers who have to serve.
different needs,
characteristics, or Differentiation
behaviors and who Actually differentiating the market
might require separate offering to create superior customer
marketing value.
strategies or mixes.
Positioning
Market segment Arranging for a product to occupy a
A group of consumers clear, distinctive, and desirable
who respond in place relative to competing
a similar way to a given products in the minds of target
set of marketing consumers.
efforts. 12
 The set of tactical marketing tools:
DEVELOPING AN INTEGRATED product, price, place, and promotion,
MARKETING MIX that the firm blends to produce the
response it wants in the target market.

Product Price
means the goods-and-services is the amount of money
combination the company offers customers must pay to
to the target market. obtain the product.

P P
Place
includes company activities that
make the product available to
target consumers.
SWOT ANALYSIS
P P
Promotion
refers to activities that communicate the
merits of the product and persuade
target customers to buy it.
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 Four Ps Four As
Product Acceptability
Price Affordability
Place Accessibility
Promotion Awareness

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Managing the
Marketing MANAGING THE
Effort and MARKETING EFFORT

OUR COMPANY
Marketing
Managing Marketing:
Return Analysis, Planning,
Implementation,
on Investment and Control

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 Managing Marketing:
Analysis, Planning, Implementation, and Control

OUR EVOLUTION
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 MARKETING ANALYSIS: SWOT
Strengths Opportunities
Internal capabilities that External factors that the
may help a company company may be able to
reach its objectives. exploit to its advantage

SWOT ANALYSIS
EXTERNAL
FACTOR

INTERNAL S W O T
FACTOR

Weaknesses Threats
Internal limitations that may Current and emerging
intefere with company/s ability external factors that may
to achieve its objective challenge the company’s
performance
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Ex: SWOT Analysis of Coca Cola : https://creately.com/diagram/example/iol0ltu41/SWOT+Analysis+of+CocaCola
 Additional sections of the marketing plan lay out an action program
MARKETING for implementing the marketing strategy along with the details of a
supporting marketing budget
PLANNING

MARKETING Turning marketing strategies and plans

into marketing actions to accomplish

WHAT SETS US APART?

IMPLEMENTATION strategic marketing objectives.

MERCURY VENUS MARS

Mercury is the closest Venus has a beautiful Despite being red, Mars
planet to the Sun and name and is the second is a cold place, not hot.
the smallest one in the planet from the Sun. It’s The planet is full of
Solar System terribly hot iron oxide dust
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THANKS
Ask me anything!

THANKS


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THANK YOU!