Top10 ch2-developing-marketing-strategies-and-plans-andrada v1
- 1. TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and PlansSteven Michael Y. AndradaApril 8, 2011www.stevenandrada.blogspot.com1/58
- 2. Outline1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation2/58www.stevenandrada.blogspot.com
- 3. Outline6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents9. Porter’s Generic Strategies10. Categories of Marketing Alliances3/58www.stevenandrada.blogspot.com
- 4. Outline1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation4/58www.stevenandrada.blogspot.com
- 5. Concept 13 V’s Approach to Marketing5/56www.stevenandrada.blogspot.com
- 6. Define customer and needs3 V’s Approach to Marketing6/58Concept 1:www.stevenandrada.blogspot.com
- 7. Identify and satisfy an unmet need that your target market possesses.3 V’s Approach to Marketing7/58Concept 1:www.stevenandrada.blogspot.com
- 8. System of partnerships and alliances that a firm creates to source, augment and deliver its offerings.3 V’s Approach to Marketing8/58Concept 1:www.stevenandrada.blogspot.com
- 10. Outline1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation10/58www.stevenandrada.blogspot.com
- 11. Concept 211/58Levels of a Marketing PlanStrategicTacticalwww.stevenandrada.blogspot.com
- 12. Strategic Level12/58Concept 2:It's the content of your marketing message.www.stevenandrada.blogspot.com
- 13. Examples13/58Concept 2:Strategic MarketingWhat you Say?
- 14. How you Say it?
- 15. Who you Say it To?www.stevenandrada.blogspot.com
- 16. It's the medium your message is delivered in.Tactical Level 14/58Concept 2:www.stevenandrada.blogspot.com
- 21. Outline1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation16/58www.stevenandrada.blogspot.com
- 22. Concept 317/58Core Business Processwww.stevenandrada.blogspot.com
- 23. Gathering market intelligence18/58Concept 3:Core Business Processwww.stevenandrada.blogspot.com
- 24. Researching, developing & launching a product19/58Concept 3:www.stevenandrada.blogspot.com
- 25. Defining target markets & prospecting for new customers20/58Concept 3:Core Business Processwww.stevenandrada.blogspot.com
- 26. Building deeper understanding, relationship & offerings21/58Concept 3:Core Business Processwww.stevenandrada.blogspot.com
- 27. Receiving & approving orders, shipping goods & collecting payment22/58Concept 3:Core Business Processwww.stevenandrada.blogspot.com
- 28. Outline1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation23/58www.stevenandrada.blogspot.com
- 29. Concept 424/58Major Competitive SpheresIndustryGeographicalProductsVertical ChannelsCompetenceMarket Segmentwww.stevenandrada.blogspot.com
- 30. Outline1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation25/58www.stevenandrada.blogspot.com
- 31. Concept 526/58Types of Business OrientationProduct Orientation - The company believes that they have a superior product, based on quality and features, and because of this they feel their customers will like it also.Market Orientation - Puts the customer at the heart of the business.www.stevenandrada.blogspot.com
- 33. Outline6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents9. Porter’s Generic Strategies10. Categories of Marketing Alliances28/58www.stevenandrada.blogspot.com
- 34. Concept 629/58Dimensions That Define a Businesswww.stevenandrada.blogspot.com
- 35. Outline6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents 9. Porter’s Generic Strategies10. Categories of Marketing Alliances30/58www.stevenandrada.blogspot.com
- 36. Concept 731/58Ansoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
- 37. Gain market share with current products in the current market32/58Concept 7:Ansoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
- 38. 33/58Concept 7:Develop new products of potential interest to the current marketsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
- 39. 34/58Concept 7:Develop new markets for the current productsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
- 40. 35/58Concept 7:Develop new products to the new marketsAnsoff’s Product – Market Expansion GridCurrent ProductsNew ProductsCurrent MarketsMarket-penetrationstrategyProduct-developmentstrategyNewMarketsMarket-developmentstrategyDiversificationstrategySource: 13th Edition, Marketing Management, Kotler & Kellerwww.stevenandrada.blogspot.com
- 42. Outline6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents 9. Porter’s Generic Strategies10. Categories of Marketing Alliances37/58www.stevenandrada.blogspot.com
- 43. Concept 838/58Marketing Plan ContentsExecutive Summary Table of ContentsSituation AnalysisMarketing StrategyFinancial ProjectionsImplementation Controls www.stevenandrada.blogspot.com
- 44. Brief Summary of main goals & recommendations39/58Concept 8:Executive Summarywww.stevenandrada.blogspot.com
- 45. Outlines the marketing plan 40/58Concept 8:Table of Contentswww.stevenandrada.blogspot.com
- 46. 41/58Concept 8:Presents relevant background dataSituation AnalysisCost
- 47. Sales
- 48. Markets
- 49. Competitors
- 51. 42/58Concept 8:Game Plan to accomplish the plan’s objectivesMarketing StrategyMission
- 52. Marketing & Financial Objectives
- 54. 43/58Concept 8:Estimates future financial performanceFinancial ProjectionsSales Forecast
- 57. 44/58Concept 8:Outline the control for monitoring & adjusting implementationImplementation Controls Modifications
- 60. Outline6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents9. Porter’s Generic Strategies10. Categories of Marketing Alliances45/58www.stevenandrada.blogspot.com
- 61. Concept 946/58Porter’s Generic Strategieswww.stevenandrada.blogspot.com
- 62. Being the low cost producer in an industry for a given level of quality47/58Concept 9:www.stevenandrada.blogspot.com
- 63. Development of a product or service that offers unique attributes48/58Concept 9:Toothpaste w/ whiteningwww.stevenandrada.blogspot.com
- 64. Concentrates on a narrow segment49/58Concept 9:Toothpaste for Kidswww.stevenandrada.blogspot.com
- 65. Outline6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents 9. Porter’s Generic Strategies10. Categories of Marketing Alliances50/58www.stevenandrada.blogspot.com
- 66. Concept 1051/58Categories of Marketing AlliancesProduct or Service AlliancesPromotional AlliancesLogistic AlliancesPricing Collaborationswww.stevenandrada.blogspot.com
- 67. 52/58Concept 10:Two companies jointly market their complementary or a new product.Product or Service AlliancesApple product uses Intel processorswww.stevenandrada.blogspot.com
- 68. One company agrees to carry a promotion for another company’s product or service53/58Concept 10:Promotional alliancesGlobe Telecom & Applewww.stevenandrada.blogspot.com
- 69. One company offers logistical services for another company’s product54/58Concept 10:Logistics AlliancesMister Kabab & City Deliverywww.stevenandrada.blogspot.com
- 70. One or more companies join in a special pricing collaboration55/58Concept 10:Pricing Collaborations Cathay Pacific & Disneylandwww.stevenandrada.blogspot.com
- 71. Summary 1. 3 V’s Approach to Marketing2. Levels of A Marketing Plan3. Core Business Processes4. Major Competitive Spheres5. Product Orientation vs Market Orientation56/58www.stevenandrada.blogspot.com
- 72. Summary6. Dimensions That Define a Business7. Ansoff’s Product-Market Expansion Grid8. Marketing Plan Contents9. Porter’s Generic Strategies10. Categories of Marketing Alliances57/58www.stevenandrada.blogspot.com
- 73. TOP 10 Learning Concepts Chapter 2: Developing MarketingStrategies and PlansSteven Michael Y. AndradaApril 1, 2011www.stevenandrada.blogspot.com58/58