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Developing Marketing
Strategies and Plans

Marketing Management, 13th ed

 The Value delivery process
• Traditional Physical Value- Delivery Process

•Value Creation and Delivery Process

Traditional Physical Value – Delivery

Process

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The Value delivery process
• Traditional Physical Value- Delivery Process

•Value Creation and Delivery Process

Value Creation and Delivery Process

 What is the Value Chain?

The value chain is a tool for identifying

ways to create more customer value
because every firm is a mixture of
primary and support activities
performed to design, produce, market,
deliver, and support its product.

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 What is the Value Chain?

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 Core Business Processes
• Market-sensing process: Activities in gathering market
intelligence, distributing it within the organization and acting on the
organization

• New-offering realization process: Activities in

researching, developing and launching new high quality offerings
quickly and within the budget.

• Customer acquisition process: Activities in defining

target markets and prospecting for new customers

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 Core Business Processes

• Customer relationship management

process: Activities in building deeper understanding, relationships
and offerings to individual customers.

• Fulfillment management process: All the activities

in receiving and approving orders, shipping the goods on time and
collecting Payment

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 Approaches to Planning
a. Top – down Planning: management
sets goals and plans.
b. Bottom – up Planning: Various
departments set goals and plans; top
management approves.
c. Goals down – Plans up Planning: Top
management looks at the
opportunities and sets goals;
individual departments set plans to
achieve goals.
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Kinds of Plans

01. Single – use

02. Standing
03. Annual
04. Short – term
05. Long – Term
06. Strategic plans

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 What is a Marketing Plan?

A marketing plan is the central instrument

for directing and coordinating the marketing
effort.
It operates at a strategic and tactical level.
 Strategic Marketing Plan: Lays out the target
markets and the value proposition the firm will offer, based
on an analysis of the best market opportunities
 Tactical Marketing Plan: Specifies the
marketing tactics, including the product features,
promotion, merchandising, pricing, sales channels and
service
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 Levels of a Marketing Plan

• Strategic • Tactical
• Target marketing • Product features
decisions • Promotion
• Value proposition • Merchandising
• Analysis of • Pricing
marketing • Sales channels
opportunities
• Service

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 Good Mission Statements

• Focus on a limited number of goals

• Stress major policies and values
• Define major competitive spheres
• Take a long-term view
• Short, memorable, meaningful

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 Major Competitive Spheres

• Industry
• Products
• Market segment
• Geographic

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 Dimensions that Define a Business

• Customer groups
• Customer needs
• Technology

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 Characteristics of SBUs

• It is a single business or collection of

related businesses
• It has its own set of competitors
• It has a leader responsible for strategic
planning and profitability

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 Ansoff’s Product-Market
Expansion Grid

• Market penetration strategy

• Market development strategy
• Product development strategy
• Diversification strategy

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 What is Corporate Culture?

Corporate culture is the shared

experiences, stories, beliefs, and norms
that characterize an organization.

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 SWOT Analysis

• Strengths
• Weaknesses
• Opportunities
• Threats

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 Goal Formulation and MBO

• Objectives should be quantitative

• Goals should be realistic
• Objectives must be consistent

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 Porter’s Generic Strategies

• Overall cost leadership

• Differentiation
• Focus

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 Categories of Marketing Alliances

• Product or service alliance

• Promotional alliance
• Logistics alliances
• Pricing collaborations

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 Marketing Plan Contents

 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls

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 Evaluating a Marketing Plan

 Is the plan simple?

 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?

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