Contenu connexe
Similaire à Int To Mktng Ch 2
Similaire à Int To Mktng Ch 2 (20)
Plus de Universidad de Monterrey
Plus de Universidad de Monterrey (20)
Int To Mktng Ch 2
- 1. Strategic Planning for Competitive Advantage
CHAPTER
2
Marketing 10
Lamb, Hair, McDaniel
Designed by
Prepared by
Eric Brengle
Amit Shah
B-books, Ltd.
Frostburg State University
Copyright ©2009 by Cengage Learning Inc. All rights reserved 1
- 2. Learning Outcomes
Understand the importance of strategic marketing
LOI and know a basic outline for a marketing plan
Develop an appropriate business
LO2 mission statement
Explain the components of a situation analysis
LO3
Copyright ©2009 by Cengage Learning Inc. All rights reserved 2
- 3. Learning Outcomes
LO4 Explain the criteria for stating good marketing
objectives
LO5
Identify sources of competitive advantage
LO6
Identify strategic alternatives
LO7
Discuss target market strategies
Copyright ©2009 by Cengage Learning Inc. All rights reserved 3
- 4. Learning Outcomes
LO8 Describe the elements of the marketing mix
Explain why implementation, evaluation, and
LO9 control of the marketing plan are necessary
Identify several techniques that help make
LOIO strategic planning effective
Copyright ©2009 by Cengage Learning Inc. All rights reserved 4
- 5. LOI The Nature of Strategic Planning
Understand the importance
of strategic marketing
and know a basic outline
for a marketing plan
Copyright ©2009 by Cengage Learning Inc. All rights reserved 5
- 6. LOI
Strategic Planning
Strategic
Strategic
Planning
Planning The managerial process of
creating and maintaining a fit
between the organization’s
objectives and resources and
evolving market opportunities.
The goal is long-term
profitability and growth.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 6
- 7. Strategic Marketing Management
What is the organization’s main activity?
How will it reach its goals?
THE ANSWER IS A MARKETING PLAN.
LOI 7
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 8. LOI
Marketing Planning
Marketing Plan
Marketing Plan A written document that acts
as a guidebook of marketing
activities for the marketing
manager.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 8
- 9. Why Write a Marketing Plan?
Provides a basis for comparison of actual
and expected performance
Provides clearly stated activities to work
toward common goals
Serves as a reference for the success of
future activities
Provides an examination of the
marketing environment
Allows entry into the marketplace with awareness
LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved
9
- 10. Marketing Plan Elements
Business Mission
Statement
Objectives
Situation or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product Distribution
Promotion Price
Implementation
Evaluation
Control
LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved
10
- 11. LOI REVIEW LEARNING OUTCOME
The Importance of Strategic Marketing
What
What Strategic Planning
Strategic Planning
Long-term profitability
Long-term profitability
Why
Why and growth
and growth
How
How Write a marketing plan
Write a marketing plan
Copyright ©2009 by Cengage Learning Inc. All rights reserved 11
- 12. LO2 Defining the Business Mission
Develop an appropriate
business mission statement
Copyright ©2009 by Cengage Learning Inc. All rights reserved 12
- 13. LO2 Defining the Business Mission
• Answers the question,
“What business are we in?”
• Focuses on the market(s)
rather than the good or service
• Strategic Business Units (SBUs) may
also have a mission statement
13
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 14. Southwest Airlines Mission
Statement
SOURCE: http://www.southwestairlines.com/about_swa/mission
LO2 14
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 15. Strategic Business Units
LO2
(SBUs)
Characteristics:
[SBU HAS…]
• A distinct mission and specific target market
• Control over its resources
• Its own competitors
• Plans independent of other SBUs
15
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 16. LO2 REVIEW LEARNING OUTCOME
Business Mission Statement
Q: What business are we in?
A: Business mission statement
Too narrow marketing myopia
Too broad no direction
Just right focus on markets
served and benefits
customers seek
Copyright ©2009 by Cengage Learning Inc. All rights reserved 16
- 17. LO3 Conducting a Situation Analysis
Explain the components
of a situation analysis
Copyright ©2009 by Cengage Learning Inc. All rights reserved 17
- 18. LO3
Conducting a Situation Analysis
SWOT Analysis Identifying
SWOT Analysis
internal strengths (S)
and weaknesses (W)
and also examining
external opportunities (O)
and threats (T)
Copyright ©2009 by Cengage Learning Inc. All rights reserved 18
- 19. SWOT Analysis
S
Internal
Things the company does well.
Things the company does well.
W Things the company does not do well.
Things the company does not do well.
O
External
Conditions in the external environment that
Conditions in the external environment that
favor strengths.
favor strengths.
Conditions in the external environment that
Conditions in the external environment that
T do not relate to existing strengths or favor
do not relate to existing strengths or favor
areas©South-Western College Publishing
areasof current weakness.
of current weakness.
LO3 Copyright ©2009 by Cengage Learning Inc. All rights reserved
19
- 20. LO3
Environmental Scanning
Environmental
Environmental The collection and interpretation
Scanning
Scanning of information about forces,
events, and relationships in the
external environment that may
affect the future of the
organization or the implementation
of the marketing plan.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 20
- 21. LO3
REVIEW LEARNING OUTCOME
Components of a Situation Analysis
Strengths
ENVIRONMENT
production costs
INTERNAL
marketing skills
financial resources
image
technology
Weaknesses
Copyright ©2009 by Cengage Learning Inc. All rights reserved 21
- 22. LO3 REVIEW LEARNING OUTCOME
Components of a Situation Analysis
Opportunities
social
ENVIRONMENT
EXTERNAL
demographic
economic
technological
political / legal
competitive
Threats
Copyright ©2009 by Cengage Learning Inc. All rights reserved 22
- 23. LO4 Setting Marketing Plan Objectives
Explain the criteria for stating
good marketing objectives
Copyright ©2009 by Cengage Learning Inc. All rights reserved 23
- 24. LO4
Marketing Objective
A statement of what is to be
Marketing accomplished through
Objective marketing activities.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 24
- 25. LO4
Marketing Objectives
Realistic
“Our objective is to
Measurable increase sales of Purina
brand cat food by 15
Time specific percent over 2009 sales of
$300 million.”
Compared to a
benchmark
25
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 26. LO4 REVIEW LEARNING OUTCOME
Criteria for Good Marketing Objectives
Realistic, measurable, and time-specific objectives
consistent with the firm’s objectives:
1. Communicate marketing management philosophy
2. Provide management direction
3. Motivate employees
4. Force executives to think clearly
5. Allow for better evaluation of results
Copyright ©2009 by Cengage Learning Inc. All rights reserved 26
- 27. LO5 Competitive Advantage
Identify sources of
competitive advantage
Copyright ©2009 by Cengage Learning Inc. All rights reserved 27
- 28. LO5
Competitive Advantage
Competitive
Competitive The set of unique features of a
Advantage
Advantage company and its products that
are perceived by the target
market as significant and
superior to the competition.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 28
- 29. Competitive Advantage
Cost
Cost
Types of
Types of Product/Service
Product/Service
Competitive
Competitive Differentiation
Differentiation
Advantage
Advantage
Niche Strategies
Niche Strategies
LO5 29
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 30. LO5
Cost Competitive Advantage
Cost
Cost
Competitive
Competitive Being the low-cost competitor
Advantage
Advantage in an industry while
maintaining satisfactory profit
margins.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 30
- 31. LO5
Cost Competitive Advantage
Obtain inexpensive raw materials
Create efficient plant operations
Design products for ease of
manufacture
Control overhead costs
Avoid marginal customers
31
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 32. LO5
Sources of Cost Reduction
Experience Curves
Experience Curves Product Design
Product Design
Efficient Labor
Efficient Labor Reengineering
Reengineering
No-frills Goods and
No-frills Goods and Production Innovations
Production Innovations
Services
Services
New Service
New Service
Government Subsidies
Government Subsidies Delivery Methods
Delivery Methods
32
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 33. LO5
Product/Service Differentiation
Product //Service
Product Service The provision of something
Differentiation
Differentiation that is unique and valuable
Competitive
Competitive to buyers beyond simply
Advantage
Advantage
offering a lower price than
the competition’s.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 33
- 34. LO5 Examples of
Product/Service Differentiation
Brand names
Strong dealer network
Product reliability
Image
Service
34
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 35. LO5
Niche Competitive Advantage
Niche
Niche The advantage achieved when
Competitive
Competitive a firm seeks to target and
Advantage
Advantage effectively serve a single
segment of the market.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 35
- 36. LO5
Niche Competitive Advantage
• Used by small companies with
limited resources
• May be used in a limited geographic market
• Product line may be focused on a
specific product category
36
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 37. LO5 Sources of Sustainable
Competitive Advantage
Patents
Patents
Copyrights
Copyrights
Locations
Locations
Equipment
Equipment
Technology
Technology
Skills and Assets
Skills and Assets
of an
of an Customer Service
Customer Service
Organization
Organization
Promotion
Promotion
Copyright ©2009 by Cengage Learning Inc. All rights reserved
37
- 38. LO5 REVIEW LEARNING OUTCOME
Sources of Competitive Advantage
Sources of
Sources of
Competitive Advantage
Competitive Advantage
Product/Service
Product/Service
Cost
Cost Niche
Niche
Differentiation
Differentiation
$$ Strategies
Strategies
A vs. B vs. C
A vs. B vs. C
Copyright ©2009 by Cengage Learning Inc. All rights reserved 38
- 39. LO6 Strategic Directions
Identify strategic alternatives
Copyright ©2009 by Cengage Learning Inc. All rights reserved 39
- 40. LO6
Strategic Alternatives
Market Increase market share among
Penetration existing customers
Market Attract new customers to
Development existing products
Create new products for
Product
Development present markets
Introduce new products
Diversification into new markets
40
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 41. Ansoff’s Strategic Opportunity Matrix
Present Product New Product
Present Market Product
Market Penetration Development
New Market Diversification
Market Development
LO6 Copyright ©2009 by Cengage Learning Inc. All rights reserved
41
- 42. Portfolio Matrix
Problem
Stars
Children
Cash Cows Dogs
LO6 42
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 44. LO6 REVIEW LEARNING OUTCOME
Strategic Alternatives
Identify strategic alternatives
Market development = customers
Market penetration = share
Product development = products
new products +
Diversification = new markets
Copyright ©2009 by Cengage Learning Inc. All rights reserved 44
- 45. LO7 Describing the Target Market
Discuss target
market strategies
Copyright ©2009 by Cengage Learning Inc. All rights reserved 45
- 46. LO7
Marketing Strategy
Marketing
Marketing The activities of selecting and
Strategy
Strategy describing one or more target
markets and developing and
maintaining a market mix that
will produce mutually
satisfying exchanges with
target markets.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 46
- 47. LO7
Target Market Strategy
• Segment the market based on
groups with similar characteristics
• Analyze the market based on attractiveness
of market segments
• Select one or more target markets
47
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 48. LO7
Target Market Strategy
Appeal to the entire market
Appeal to the entire market
with one marketing mix
with one marketing mix
Concentrate on one
Concentrate on one
marketing segment
marketing segment
Appeal to multiple markets
Appeal to multiple markets
with multiple marketing mixes
with multiple marketing mixes
48
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 49. LO7 REVIEW LEARNING OUTCOME
Target Market Strategies
Target Market Options
Entire Market Multiple Markets Single Market
Copyright ©2009 by Cengage Learning Inc. All rights reserved 49
- 50. LO8 The Marketing Mix
Describe the elements
of the marketing mix
Copyright ©2009 by Cengage Learning Inc. All rights reserved 50
- 51. LO8
The Marketing Mix
Marketing Mix
Marketing Mix A unique blend of product,
distribution, promotion, and
pricing strategies designed to
produce mutually satisfying
exchanges with a target market.
Copyright ©2009 by Cengage Learning Inc. All rights reserved 51
- 52. Marketing Mix: The “Four Ps”
Price
Promotion
Place
Product
LO8 52
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 53. Marketing Mix: The “Four Ps”
The starting point of the
“4 Ps”
Product
Includes
Physical unit Products can be…
Package Tangible goods
Warranty Ideas
Service Services
Brand
Image
Value
LO8 53
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 54. Marketing Mix: The “Four Ps”
Product availability where
and when customers want
them
Place
All activities from raw
materials to finished
products
Ensure products arrive in
usable condition at
designated places when
needed
LO8 54
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 55. Marketing Mix: The “Four Ps”
Role is to bring about
exchanges with target Promotion
markets by:
Informing Includes integration of:
Educating
Personal selling
Persuading
Reminding Advertising
Sales promotion
Public relations
LO8 55
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 56. Marketing Mix: The “Four Ps”
Price is what a buyer must
give up to obtain a product.
Price
The most flexible of the
“4 Ps”-- quickest to change
Competitive weapon
Price x Units Sold = Total Revenue
LO8 56
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 57. LO8 REVIEW LEARNING OUTCOME
Elements of the Marketing Mix
Copyright ©2009 by Cengage Learning Inc. All rights reserved 57
- 58. LO9 Following Up on the Marketing Plan
Explain why implementation,
evaluation, and control
of the marketing plan
are necessary
Copyright ©2009 by Cengage Learning Inc. All rights reserved 58
- 59. LO9
Following Up the Marketing Plan
• Implementation
• Evaluation
• Control
• Marketing audit is…
• Comprehensive
• Systematic
• Independent
• Periodic
59
Copyright ©2009 by Cengage Learning Inc. All rights reserved
- 60. LO9
REVIEW LEARNING OUTCOME
Implementation, Evaluation, and Control
Implementation Evaluation
Product
Product
Place
Place Met
Met
Promotion
Promotion objectives?
objectives?
Price
Price
Audits
Audits
•• comprehensive
comprehensive
•• systematic
systematic
•• independent
independent
•• periodic
periodic
Copyright ©2009 by Cengage Learning Inc. All rights reserved 60
- 61. LOIO Effective Strategic Planning
Identify several techniques
that help make strategic
planning effective
Copyright ©2009 by Cengage Learning Inc. All rights reserved 61
- 62. LOIO
REVIEW LEARNING OUTCOME
Techniques for Effective Strategic Planning
Continual
Continual Management
Management
Creativity
Creativity
attention
attention commitment
commitment
Effective
Effective
Strategic
Strategic
Planning
Planning
Copyright ©2009 by Cengage Learning Inc. All rights reserved 62