lunes, 20 de septiembre de 2021

Strategic Marketing Management

INTRODUCTION

PHILIP KOTLER: the father of hospitality MK

“… strategic planning is to design the company in such a way… to keep the

company going, even when some of its businesses are hurting”

Strategic planning takes from 3 to 5 years, the MK plan takes only 1 year. The
Strategic planning leads the way to create the MK plan.

Key words: developing, maintaining, resources, opportunity, viable t, objectives

and environmental opportunities. SWOT and PORTER analysis are esencial tools to
identify environmental opportunities

STRATEGIC DECISIONS

Useful to determines where to places resources. Decision are taken after doing the
proper analysis (Swot, Porter, Canvas…)

All starts with a mision, dream, objective… In MK we use words such as Mision and
Vision. The di erence between those terms is that Vision involves the dreaming part
while the Mision is an statement about how the company is going to reach its goal
(who, where and how), it has to be encouraging.

Tip: if you are not inspire to create a encouraging Mision, don’t forget to mention the
three main Stakeholders: Costumers, employees and investors.

Mision statement Scopes:

• Industry

• Products and application

• Competences

• Market-Segment

• Vertical: Control more levels of the supply chain

• Geographic

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STRATEGIC BUSINESS UNITS (unidades estratégicas de negocio)

Each SBU needs its own strategy plan, MK plan, Communication plan… as they
might have di erent targets. Normally SBU are created to o er other services or
products.

THE BOSTON CONSULTING MATRIX

We have to keep in mind the Product life cycle: Development, Introduction, Growth,
Maturity and Decline or Rebirth. Do not forget the some products can skip any of
the four stages.

Market Growth Rate

Development

Market share

Exercise 1:

1. Sales volume reaches its highest: Maturity

2. Sales volume drops: Decline

3. Sales volume is low: Introduction

4. Sales volume increases signi cally: Growth

5. Demand has to be created: Development, Introduction

6. Sales volume establish: Maturity

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Exercise 2:

1. Play station 2: Decline

2. Ipad: Maturity

3. Tesla: Growth

4. Nutella: Maturity

5. Google lenses: Development

6. Motto (Hilton’s brand): Introduction (not growth, because we haven’t heard

about it, there are only two Motto hotel in the world)

Exercise 3:

1. Vitamin Water: Star

2. Pampers: Cash cow

3. Coca-Cola light mango: Question mark, keep in mind the geographic

4. Coca-Cola zero cherry: Dog, is not a new product, if it hasn’t reached the
highest point of popularity yet it won’t reach it. Do not forget about the
geographic

5. Coca-Cola Zero: Cash cow, the room for growth is very limited

6. Net ix: Star, they are still developing new movies and series that means they
can growth. We can di er according to the target (age).

7. Facebook: Cash Cow, not ready to decline yet.

8. Yahoo: Dog

9. Snapchat: Dog. Depends on the geographic and age of the target, in some
country is still a cash cow.

10. Instagram: Cash cow. Limited growth potential.

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MARKETING MIX

Sales Promotion
Public relations
Personal sale
O er
Direct Marketing:
Contact details (emails,
sms, newsletters…)

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MARKETING PLAN

1. MK research

• SWOT

• PESTEL

• Porter forces
- Substitues
- Competition
- Costumers
- Suppliers
- New entries
2. Segmentation: divide the marketing in di erent groups depending on the needs
costumers have.

3. Targeting-positioning: Target market (mainly 3), competitors and USP (unit sale
point).

4. Action plan: 7`p

5. Evaluation or maintaining: KPI (key performance indicators), costumers

satisfaction, sales, incomes…

Environmental changes are important to evaluate our strategy, we might have to

change it in order to t the environment and be able to reach our goals. SWOT,
Pestel and Portar and some of the useful tools to know the company’s environment
in order to take the right decision when it comes to design a strategy and a MK
plan.

STRATEGIC MARKETINGS PLAN

From 3 to 5 years, not only to have a realistic deadline to reach the company’s
goals, but to the company’s image in the market (protect the brans’s consistency in
the market). Changes have to be done step by step, otherwise the costumers won’t
trust the company, if the change is too big is better to rebrand, so that costumers
perceive us as a new brand.

Strategic, what are going to do; attic, how are we are going to it.

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PORTER’S GENERIC STRATEGIES FOR SUCCESS

Overall Cost Leadership

This strategy is based on getting the lowest cost position in the market, attracting
and retaining price sensitive costumers. Companies have a hight control over costs
and are looking for economies of scale, so they o er basic product or services, with
no extras, that means that it is very di cult to di erentiate their product from the
competItion. Example: Ryanair, Mercadona, Primark

Di erentiation

Companies want to stand out, creativity, innovation, branding and position are the
key to success. Some costumers are willing to pay more to get smoothing original,
so is very important to let them know that the product o ered is di erent from the
competition.

Focus (Niche Marketing)

Concentration on narrow market segment in order to satisfy their needs in a more

e ective way. It can be dangerous to have a very speci c target and one only
product in the market, the probabilities of failure are big. Example: Hotels for
women

The di erence between Di erentiation and Focus Strategy is that Di erention is

based on making the product di erent and the Focus Strategy focuses in the target

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