Developing Marketing Strategies And Plans

Kotler, Philip. Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed. p. cm
Discussion Questions

1. How does marketing affect customer value?

2. How is strategic planning carried out at different levels of the organization?

3. What does a marketing plan include?

 Three V’s Approach to
Market Offering
• Value Creation How can a company efficiently create more promising
new value offerings?

• Value Communication is based on relevant and timely information.

Without such information, there can be no effective communication.

• Value Delivery How can a company use its capabilities and

infrastructure to deliver the new value offerings more efficiently?
Eg: advertising and managing distribution
 What is the Value Chain Model?
Michael Porter has proposed the value chain as a tool for identifying ways to create more
customer value. According to this model, every firm is a combination of activities performed to
des
ign, produce, market, deliver, and support its product. The value chain identifies nine strategically
relevant activities

Five primary and four support activities that create value and cost in a specific business.
 What is the Value Chain Model?
Primary Activities
1. Inbound logistics, or bringing materials into the business;
2. Operations, or converting materials into final products
3. Outbound logistics, or shipping out final products;
4. Marketing, which includes sales; and
5. Service.

Support activities
6. Procurement,
7. Technology development,
8. Human resource management, and
9. Firm infrastructure. (Infrastructure covers the costs of general management, planning,
finance, accounting, legal, and government affairs.)
Core Business Processes
Core Competencies

Difficult to
imitate
Useful in a
wide variety
of markets
Contributes to
perceived
customer benefits
Holistic Marketing

Value
Value
Exploration
Creation
Value
Delivery
Marketing Plan

• Directs and coordinates the marketing effort

• Product Line or Brand Level
• Strategic and Tactical levels
 Levels of a Marketing Plan

Strategic Tactical
– Analysis of marketing opportunities – Product features
– Target marketing decisions – Promotion
– Value proposition – Merchandising
– Pricing
– Sales channels
– Service
Defining the Corporate Mission
Major Competitive Spheres
 Market orientation gets the right product: product orientation
get the product right.

A market orientated company is one that

organizes its activities, products and services
around the wants and needs of its customers.

A product-orientated firm has its primary

focus on its product and on the skills,
knowledge and systems that support that
product.
Product Matrix- Growth Matrix
SWOT Analysis
 Market Opportunity Analysis (MOA)

• Can the benefits involved in the opportunity be articulated convincingly to a defined target market?
• Can the target market be located and reached with cost-effective media and trade channels?
• Does the company possess or have access to the critical capabilities and resources needed to deliver
the customer benefits?
• Can the company deliver the benefits better than any actual or potential competitors?
• Will the financial rate of return meet or exceed the company’s required threshold for investment?
Porter’s Generic Strategies