Professional Documents
Culture Documents
Kotler • Keller
Marketing Management • 14e
Developing Marketing
Strategies and Plans
Discussion Questions
Provide
Choose Communicate
Value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 38
The Value Chain
Margin
Procurement
Support Human Resource management
Activities
Technological Development
Infrastructure
New-offering
realization
Market-sensing
Difficult to
imitate
Useful in a
wide variety
of markets
Contributes to
perceived
customer benefits
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 38
Holistic Marketing
Value Value
Exploration Creation
Value
Delivery
Businesses as
investment portfolio
Assessing each
business’s strength
Establish a strategy
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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?
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Mission Statements
Unique competitors
A single business or
collection of related
businesses Leader responsible
for planning and
profitability
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Defining Strategic Business Units
Customer groups
Industry Attractiveness
Opportunities
Eliminate
Downsizing
Businesses
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The Strategic-Planning Gap
New
Market
Diversification
Development
Markets
Current
Market Product
Penetration Development
Current New
Products
Competitor
Scenario Analysis
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 38
Business Unit Strategic Planning
Internal
SW
Strength Weakness
O T
External
Opportunity Threat
Ranked
Consistent Quantified
Realistic
Strategic Alliances
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Program Formulation and Implementation
Strong leadership
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 37 of 38
Product Planning
Marketing Plans
Executive Summary and table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls