Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.1

Strategic Market Planning

Ian McPhee

Marketing ManagementSession 5

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.2

Lags in response to environmental change

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.3

• Sudden environmental change• New technology• New segments• New channels of distribution• Market redefinition• New legislation• Environmental shocks

Strategic Windows

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.4

Evolution of strategy and management systems

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.5

General Electric’s strategic planning cycle

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.6

Role of headquarters in strategic market planning

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.7

Components of corporate strategy

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.8

The Boston Consulting Group’s growth–share matrix

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.9

A composite portfolio model

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.10

The shareholder value allocation model

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.11

The strategic planning gap

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.12

The five-factor model of industry profitability

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.13

Components of business strategy

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.14

The strategic focus

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.15

Bowman’sStrategy Clock

2

45

3

1

8

7

6

Differentiation

Focused differentiation

Hybrid

Low Price

‘No frills’

Strategies destined for ultimate failure

High

LowLow High

PERCEIVED ADDED VALUE

PRICE

Core Strategy

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.16

• Who is the customer & who should it be?• What customer segments should be targeted?• Who makes the buying decision?• What do they buy?• Where do they buy?• When do they buy?

Customer Targets

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.17

Strategic groups in UK retailing

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.18

Implementation

McKinsey Seven-S Framework

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.19

Market Dynamics & Competitive Strategy

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.20

The product life cycle

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.21

Product life cycle: implications for marketing

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.22

Product life cycle: implications for marketing

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.23

Market dynamics

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.24

Extending the market: the case of nylon

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.25

Marketing strategy for the pioneer at the early and growth phase of the market

Doyle and Stern, Marketing Management and Strategy, 4th Edition © Pearson Education Limited 2006

Slide 4.26

Attack strategies