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Strategic Marketing

Management

Welcome To the Course !!!

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What is Strategic Marketing

Starting off with a new Idea

Changing the rules of the game

Nothing is given: Starts of fromScratch

Creates Value

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Strategic Marketing Means

Managing for competitive advantage

Viewing change as an opportunity

Managing through people Shaping the strategically managed

organization

Managing for focus and flexibility

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Strategic Marketing

ironmental Scanning trategy Formulation trategy Implementation trategic Contr

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The Marketing concept

and market orientation

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Evolving definitions ofMarketing

AMA

Marketing is an organizationalfunction and a set of processes for

creating, communicating anddelivering value to customers andfor managing customer relationshipsin ways that benefit the organization

and its stake holders

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Fig 1.1. Mutually beneficial

exchanges

roviders goals

SurvivalFinancial

SocialSpiritual

Ecological

ect

ustomers goals

SolutionsBenefitsAltruism

- Well Being.Ect

Offers, , .roducts services etc

urchases,upportResponses

&ustomer provider satisfaction

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-Marketing Ledorganizational

culture

Components and Context ofMarketing Orientation

Competitororientation

-Inter functionalorientation

Customerorientation

Focus on the long term

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Hierarchy of Strategy

CORPORATE STRATEGY

BUSINESS STRATEGY

Product / Market

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Model for StrategicMarketing

al EnvironmentPolitical

SocialEconomicRegulatory

echnological

roadTrends elevant Trendsn depth Analysis of the Significan

Seek xposureto Delineate Undertake

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the Significance of Trends

/mpact on Product Market

/roduct Market Momentum Without TrendsAnalyze

/roduct Market Momentum With Trends

irection of Trends in the future

ew Opportunitiesnalyze

Forecast

Forecast

Forecast Strategic

Action

Strateg

ic

Action

Strateg

ic

Action

CorporateStrategy

nputs formnternalEnvironment

putsorm nternalEnvironment

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Scanning the Environment

PEST Analysis

DEEP-LIST Analysis

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THE ENVIRONMENT

External Internal

Macro Micro

DEEP-LIST

SuppliersCustomersCompetitors

SubsitutesNew Entrants

Controllable

VariablesMission/Goals/

Objective4 Ps

Structure

SOPs

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TheExternal

Environme

nt

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Opportunities and Threats

Opportunity

A condition in the generalenvironment that if exploited, helps

a company achieve strategiccompetitiveness

Threat

A condition in the generalenvironment that may hinder acompanys efforts to achievestrategic competitiveness

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Components of the External EnvironmentalAnalysis

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General Environment(contd)

The Economic Segment Inflation rates

Interest rates

Trade deficits or

surpluses Budget deficits

or surpluses

Personal savings

rate Business savings

rates

Gross domestic

product

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General Environment(contd)

The Sociocultural Segment Women in the

workplace Workforce

diversity Attitudes about

quality ofworklife

Concerns about

environment Shifts in work andcareerpreferences

Shifts in product

and servicereferences

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General Environment(contd)

The Global Segment Product

innovations

Applications of

knowledge Focus of private

andgovernment-

supportedR&Dexpenditures

New

communicatio

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General Environment(contd)

The TechnologicalSegment

Productinnovations

Applications ofknowledge

Focus of privateand

government-supportedR&Dexpenditures

Newcommunicatio

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General Environment(contd)

The Political/LegalSegment

Antitrust laws

Taxation laws

Deregulationphilosophies

Labor traininglaws

Educationalphilosophiesand policies

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General Environment

The DemographicSegment

Population size

Age structure

Geographicdistribution

Ethnic mix

Incomedistribution