Chapter 2 Marketing Strategy

Overview of the Chapter

The concept of
strategy Types of strategies Growth strategies

01 02 03 04 05 06

Steps in strategic Analyzing business Marketing strategies

planning portfolio
 What is strategy?
Strategy is comprised of a
Strategy is concerned with a
stream of activities that are
company’s objectives,
continuously being formulated,
purpose and policies
implemented, tested,
evaluated and updated
Planning
Strategy to develop Approach Its plans to satisfy the
incrementally, step by goals using particular
step, as organizations learn Emergent resources
Approach

Sometimes through simple With respect to a range of

actions of trial and error. internal and external
stakeholders
 Strategy Strategic Planning Strategic management
A course of action The process of The process of
the company can developing and identifying and
pursue to achieve maintaining a executing and
its strategic aims. strategic fit between evaluation
the organization’s organization’s
goals, capabilities strategic plan.
and opportunities.
Steps in Strategic planning

Defining the company’s

1
mission

2 Setting objectives
and goals

3
4
Developing
Designing a business functional plans
portfolio
 PT Indofood CBP

Bogasari Indomie Indomaret

 Types of Strategies

Identifies the portfolio Growth & build long-term

of businesses and the competitive position in the
Corporate Business unit
ways each business marketplace
related to each other

Functional

identifies the broad activities that each

department will pursue in order to help the
business accomplish its competitive goals
 Business Portfolio
portfolio analysis

The collection of The process by which

businesses and management evaluates
products that make up the products and
the company businesses that make up
the company.
 Identify the key
businesses (SBUs)

01
Monitor and review Define evaluation
07 02 criteria
Analyzing the
Current
Identify Business Assesses the
06 03
opportunities and Portfolio attractiveness of
gaps each SBU
05 04
Consider strategic fit Prioritize resources.
 Increasing sales of current Identifying and developing
products to current market new market segments for
segments without changing the current company products
product.

GROWTH
Strategies

Offering modified or new Starting up or acquiring

products to current market businesses outside the
segments company’s current products
and markets.
The Product/Market Expansion Grid
 Related
diversification

Diversification
Unrelated
diversification
Conglomerate
diversification
Marketing
Strategy
and the
Marketing
Mix
 Customer Value–Driven Marketing Strategy

Market segmentation Market targeting

Dividing a market into Evaluating each market
distinct groups of buyers segment’s attractiveness
who have different needs, and selecting one or
characteristics, or behavior more segments to serve.

Positioning Differentiation
Arranging for a product to Actually differentiating
occupy a clear, distinctive, the market offering to
and desirable place in the create superior
minds of target consumers customer value
Marketing
mix
End of Chapter 2