ppt slide 2, chapter 2, mkt 302
TRANSCRIPT
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Ch.2:Developing MarketingStrategies and Plans
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Phases of Value reationand Deliver!
"ssessing #arket opportunities and$usto#er value
hoosing the value
Designing value
Delivering value
o##uni$ating value
%ro&ing and sustaining value
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Porters Value hain
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Strategi$Planning %ap
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ore usiness Pro$esses
ore usiness pro$esses in$lude4
Marketsensing pro$ess
e&o6ering reali-ation pro$ess
usto#er a$7uisition pro$ess
usto#er relationship #anage#entpro$ess
8ul9ll#ent #anage#ent pro$ess
8ir#s also need to look into thevalue $hains of their suppliers:distriutors: and $usto#ers,
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hara$teristi$s ofore o#peten$ies
" sour$e of $o#petitive advantage
"ppli$ations in a &ide variet! of#arkets
Di;$ult to i#itate
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Ma
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8igure 2,1 The Strategi$ Planning:)#ple#entation: and
ontrol Pro$esses
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8our organi-ation level
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orporate level
Division levelusiness unit level
Produ$t level
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orporate and division strategi$planning
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Four planning activities:
De9ning the $orporate #ission
>stalishing strategi$ usiness units (S.s*"ssigning resour$es to ea$h S.
Planning ne& usinesses: do&nsi-ing or ter#inatingold usinesses (assigning gro&th opportunities*
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De9ning the $orporate#ission
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Mission4 ?hat do &e &ant to e$o#e@
>,g,: to e$o#e one of the leadingauto#oile #anufa$turers in the &orld
A?e organi-e the &orldBs infor#ation and
#ake it universall! a$$essile and usefulA %oogle
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>stalishing strategi$usiness unit
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3 hara$teristi$4
)t is a single usiness or $olle$tion of related usinesses that$an e planned separatel! fro# the rest of the $o#pan!
)t has its o&n set of $o#petitors
)t has a #anager &ho is responsile for strategi$ planning andpro9t perfor#an$e and &ho $ontrols #ost of the fa$tors a6e$ting
pro9t
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% Matri
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Di6erentiation strateg!
De9nition"n integrated set of a$tions taken to produ$egoods or servi$es that $usto#ers per$eive aseing di6erent in i#portant &a!s
nonstandardi-ed produ$ts for $usto#ers &hovalue di6erentiated features #ore than the!value lo& $ost,
su$$ess depends on a 9r#s ailit! to$ontinuousl! and $onsistent upgrade thedi6erentiated features,
>
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8o$us strateg!
De9nition
"n integrated set of a$tions designed to
produ$e or deliver goods or servi$es thatserve the needs of a parti$ular $o#petitiveseg#ent, Sele$t fe& seg#ents rather thangoing after the &hole #arket,
T!pes of fo$us strategies4 fo$used $ost leadership strateg! (e"*
fo$used di6erentiation strateg! (e
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Produ$t or servi$e allian$es
Pro#otional allian$es
+ogisti$ allian$es
Pri$ing $ollaorations
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Marketing Alliances
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Marketing Plan ontents
>
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op!right ' 2012 Pearson >du$ation )n$ Pulishing as Prenti$e Nall
>valuating a Marketing
Plan
)s the plan si#ple@)s the plan spe$i9$@)s the plan realisti$@)s the plan $o#plete@