Transcript Chap 3
Chapter 3
Strategy
What to do—strategic
How to do it—tactical
Long term vision
Led by a slogan
Microsoft:
Starbucks
Everyday low prices
Morgan Stanley
A cup at a time
Wal-Mart
anywhere anything
what do you want to do today
We serve one client at a time
Disney Land
The happiest place on earth
Strategy (Cont.)
Good company
Unconsciously capable
Good strategy
A Good Strategy Should Be
Feasible
Directional
Easy to understand
Business Strategy v.s. Marketing Strategy
Business strategy
What to do from business point of view
Marketing strategy
What to do to support business strategy
Business Strategy Linked to Marketing Strategy
Goal alignment
Resources alignment
Activity alignment
Implementation alignment
Steps to Develop Marketing Strategy
Segmentation—meaningful and actionable based on
demographics
Targeting—based on profitability, cost to serve, growth
potential
Xbox
Male young adults from 18 to 29
Female young adults from 18 to 29
Male young adults only or a few segments
Positioning—product to be perceived as
Style, delivery: Starbucks, life style
Happiness, fun: Disney Land
Status vs Car: Mercedes
Comparison: Hertz—we work harder
Purchase vs Informational web: cars.com, ford.com
18-30
M
Hobby
F
MU
Repeating
buyers
First time
31-45
MA
MA
Mustang (MU)
Matrix (MA)
Victoria (V)
MA
46+
M
F
MU
MU
MA
M
F
V
V
Pure play vs. Brick & Mortar
Products
Transaction
Delivery
Digital vs. Physical
Digital vs. Physical
Digital vs. Physical
online
15-25
26-35
B&M
36+
15-25
Male
Male
Female
Female
26-35
36+