Professional Documents
Culture Documents
t e
ap
Ch
Developing
Marketing Strategies
and Plans
Discussion Questions
Inbound Outbound
Primary Logistics Logistics
Operations Marketing Service
Activities ( Material (Shipping and
procurement) (Turn into final
Warehousing)
Margin
product)
Procurement
Support Human Resource management
Activities
Technological Development
Infrastructure
New-offering
realization
Market-sensing
Market-sensing process
All activities in gathering and acting upon information about the market.
(Marketing intelligence)
New-offering realization process
All activities in researching, developing, and launching new high-quality
offerings quickly and within budget.
Customer acquisition process
All activities in defining target markets and prospecting for new
customers.
Customer relationship management process
All activities in building deeper understanding, relationships, and
offerings to individual customer.
Fulfillment management process
Receiving and approving orders, shipping the goods on time, and
collecting payments.
Businesses as
investment portfolio
Assessing each
business’s strength
Establish a strategy
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 38
. 1
e 2
u r
F ig Strategic Planning, Implementation,
and Control Processes
• Strategic • Tactical
– Analysis of marketing – Product features
opportunities – Promotion
– Target marketing – Merchandising
decisions – Pricing
– Value proposition – Sales channels
– Service
2 Establish SBU’s
Who is the
customer? What is of
value to the
What is our customer?
business?
What should
our business What will our
be? business be?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 38
Mission Statements
Unique competitors
A single business or
collection of related
businesses Leader responsible
for planning and
profitability
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 38
Defining Strategic Business Units
Customer groups
Industry Attractiveness
Market
New
Diversification
Development
Markets
Current
Market Product
Penetration Development
Current New
Products
Business Wholesaler
Competitor
it y
un
r t
po
Op
ew
N
Scenario Analysis
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 38
2.3
re
iF gu
Business Unit Strategic Planning
Internal
SW
Strength Weakness
O T
External
Opportunity Threat
Ranked
Consistent Quantified
Realistic
Strategic Alliances
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 36 of 38
Program Formulation and Implementation
Strong leadership
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 38 of 38
Product Planning
Marketing Plans