Chapter

2
Developing
Marketing
Strategies and Plans

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 Learning Objectives
1. How does marketing affect customer
value?
2. How is strategic planning carried out at
the corporate and divisional levels?
3. How is strategic planning carried out at

the business unit level?

4. What does a marketing plan include?

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 How does marketing affect customer value?

Marketing and customer Value

• The value delivery process

• The value chain

• Core competencies

• The central role of strategic planning

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The value delivery process

CHOOSING THE VALUE

PROVIDING THE VALUE

COMMUNICATING THE VALUE

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 The Value chain
• A tool for identifying ways to create more
customer value

– Every firm is a synthesis of activities

performed to design, produce, market, deliver,
and support its product

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 Core business processes
• Market-sensing process
• New-offering realization process
• Customer acquisition process
• Customer relationship management process
• Fulfillment management process

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 Core competencies
• A source of competitive advantage and makes
a significant contribution to perceived
customer benefits
• Applications in a wide variety of markets
• Difficult for competitors to imitate

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 Maximizing Core competencies
• (Re)define the business concept

• (Re)shaping the business scope

• (Re)positioning the company’s brand

identity

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 Central role of strategic planning
• Managing the businesses as an investment
portfolio

• Assessing the market’s growth rate and the

company’s position in that market

• Establishing a strategy

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WHAT DOES A MARKETING PLAN INCLUDE?
Marketing plan
• The central instrument for directing and
coordinating the marketing effort

– Strategic

– Tactical

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 Figure 2.1
Strategic Planning, Implementation, and
Control Processes

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 How Is Strategic Planning Carried Out At The Corporate
And Divisional Levels?
Corporate and Division Strategic Planning

• Defining the corporate mission

• Establishing strategic business units

• Assigning resources to each strategic business

unit
• Assessing growth opportunities

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 Defining the
corporate mission
• What is our business?
• Who is the customer?
• What is of value to the customer?
• What will our business be?
• What should our business be?

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 Product Orientation vs.
Market Orientation
Company Product Market
Missouri-Pacific We run a railroad We are a people-
Railroad and-goods mover

Xerox We make copying We improve office

equipment productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We market

entertainment

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 Good Mission Statements
• Focus on a limited number of goals
• Stress the company’s major policies and values
• Define the major competitive spheres within
which the company will operate
• Take a long-term view
• Are as short, memorable, and meaningful as
possible

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HOW IS STRATEGIC PLANNING CARRIED OUT AT THE BUSINESS
UNIT LEVEL?
Establishing Strategic Business Units
• A single business or collection of related
businesses

• Has its own set of competitors

• Has a leader responsible for strategic

planning and profitability

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 Assigning Resources
to Each SBU
• Management must decide how to allocate
corporate resources to each SBU

– Portfolio-planning models

– Shareholder/market value analysis

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Assessing growth opportunities

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 Assessing growth opportunities
• Intensive Growth

• Integrative Growth

• Diversification Growth

• Downsizing and Divesting Older Businesses

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 Intensive growth
• Corporate
management should
first review
opportunities for
improving existing
businesses

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 Figure 2.3
ESPN Growth Opportunities

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 INTEGRATIVE GROWTH
• A business can increase sales and profits
through backward, forward, or horizontal
integration within its industry

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 Diversification growth
• Diversification growth makes sense when
good opportunities exist outside the present
businesses

–The industry is highly attractive and the

company has the right mix of business
strengths to succeed

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 Downsizing and Divesting Older
Businesses
• Companies must carefully prune, harvest, or
divest tired old businesses to release needed
resources for other uses and reduce costs

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 Organization and Organizational
Culture
• A company’s organization consists of its structures,
policies, and corporate culture, all of which can
become dysfunctional in a rapidly changing business
environment

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Organization and Organizational Culture
• Corporate culture: “The shared experiences,
stories, beliefs, and norms that characterize an
organization”
• Budaya perusahaan: "Berbagi pengalaman,
cerita, keyakinan, dan norma-norma yang
mencirikan organisasi"

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 Marketing Innovation
• Innovation in marketing is critical
• Employees can challenge company orthodoxy
and stimulate new ideas
• Firms develop strategy by choosing their view of
the future
– Scenario analysis

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 Figure 2.4
The Business Unit
Strategic-planning Process

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 SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

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 External Environment
• Marketing opportunity: an area of buyer need and
interest that a company has a high probability of
profitably satisfying.

• Environmental threat: challenge posed by an

unfavorable trend or development that, in the absence
of defensive marketing action, would lead to lower
sales or profit

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Market Opportunity Analysis (MOA)
• Can we articulate the benefits convincingly to a
defined target market(s)?
• Can we locate the target market(s) and reach
them with cost-effective media and trade
channels?
• Does our company possess or have access to the
critical capabilities and resources we need to
deliver the customer benefits?

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 Market Opportunity Analysis (MOA)

• Can we deliver the benefits better

than any actual or potential
competitors?

• Will the financial rate of return meet

or exceed our required threshold for
in

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 Figure 2.5
Opportunity And Threat Matrices

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 Internal environment
• Strengths

• Weaknesses

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 Goal formulation (MBO)

• Unit’s objectives must be arranged

hierarchically
• Objectives should be quantitative

• Goals should be realistic

• Objectives must be consistent

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 Strategic formulation:
Porter’ s Generic Strategies

OVERALL COST LEADERSHIP

DIFFERENTIATION

FOCUS

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 Strategic formulation:
Strategic alliances
• Categories of marketing alliances
– Product or service alliance

– Promotional alliance

– Logistics alliances

– Pricing collaborations

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 Program Formulation and
Implementation
• McKinsey’s Elements of Success

Skills Strategy

Staff Structure

Style Systems

Shared values

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 Feedback and control
• Peter Drucker: it is more important to “do the
right thing”—to be effective—than “to do
things right”—to be efficient

– The most successful companies, however,

excel at both

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WHAT DOES A MARKETING PLAN INCLUDE?
Marketing Plan Contents
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Marketing tactics
 Financial projections
 Implementation controls

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Evaluating a Marketing Plan

 Is the plan simple/succinct?

 Is the plan complete?
 Is the plan specific?
 Is the plan realistic?

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 Other marketing plan contents
• Marketing research

• Specifications for internal and external

relationships

• Action plans and schedules

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