5. Holistic Marketing Orientation succeeds
by managing a superior value chain
This value chain delivers a
high level of product
quality, service and speed
Product Quality Service Speed
6. Holistic Marketing Orientation is designed to
address 3 Key Management Questions
Value Delivery
Value Creation Value Exploration
7. C. Successful marketing requires companies
to prioritize Strategic Planning
Strategic
Planning
8. Strategic Planning
1. Defining Corporate
Mission
2. Establishing SBUs
3. Assigning resources to
a) Industry SBUs
b) Products and 4. Assessing growth
applications opportunities
c) Competence
d) Market Segment
e) Vertical
Corporate &
f) Geographical Division Planning
SBU I ntensive
I ntegrative
D iversification
9. Strategic Planning
Business Planning
GOAL STRATEGIC PROGRAM FEEDBACK &
FORMATION FORMATION FORMATION & CONTROL
IMPLEMENTATION
Corporate & Division
10. Strategic Planning
MARKETING
PLAN
Strategic & Tactical
Levels
Product
Planning
Business
Contents
Corporate & Division
Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
Value Exploration – Finding new value opportunities is a matter of understanding the relationships among three spaces 1) Customers’ cognitive space 2) Company’s competence space 3) the collaborator’s resource spaceValue Creation – Includes identifying 1) new customer benefits from the customer’s view 2) utilizing core competencies 3) selecting and managing business partners from its collaborative networksValue Delivery – Must become efficient in 1) customer relationship management 2) internal resource management 3) business partnership management
DEFINE the CORPORATE MISSION Four Planning Activities Good Mission Statements 1) focus on a limited number of goals 2) stresses the company’s major policies and values 3) defines the major competitive spheres within which the company will operateEstablishing SBUs 3 Characteristicssingle business, can be planned separatelyHas own set of competitorsHas a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profitAssigning resources to SBUsAssessing growth opportunities
Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls
Marketing Plan is the central instrument for directing and coordinating mktg efforts.2 LEVELSSTRATEGIC – lays out the target markets and value propositionContains:Executive SummarySituation analysisMarketing strategyFinancial projectsImplementation controls