Transcript Strategic Marketing Process - University of San Diego Home Pages

ORGANIZATIONS AND THEIR
LEVELS OF STRATEGY
• Strategy Issues in Organizations
 The Business
 The Mission
• Mission
• Stakeholders
Slide 2-14
Mission Statement
LEGOLAND California exists
to give children and their families a first-hand
experience of the LEGO values – creativity,
fun, development, play and learning. We as
Model Citizens will deliver the highest
standards of value, quality, care, service and
safety, making us the preferred choice in the
industry.
ORGANIZATIONS AND THEIR
LEVELS OF STRATEGY
• Strategy Issues in Organizations
 Goals or Objectives
• Profit
• Customer Satisfaction
• Sales
• Employee Welfare
• Market Share
• Social Responsibility
• Quality
Slide 2-16
LEGOLAND California
Goals/Objectives
Nonfinancial:
• Successfully launch LEGOLAND California in
March 1999.
• Develop the highest standard of quality and
service.
• Exhibit creativity, innovation and exuberance in
all efforts while operating as an industry leader.
Financial:
• Achieve 1.9 million in attendance and $75
million in revenues (by end of 1999).
SETTING STRATEGIC DIRECTIONS
• A Look Around: Where Are We Now?
 Customers
 Competencies
• Competitive Advantage
 Competitors
Slide 2-21
THE STRATEGIC MARKETING
PROCESS
• Other Questions to Consider
 How do we allocate resources to get
to where we want to go?
 How do we convert our plans
to actions?
 How do our results compare with
our plans and do deviations require
new plans?
Slide 2-32
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Planning Phase
 Step 1: Situation (SWOT) Analysis
• Situation Analysis
• SWOT Analysis
Slide 2-35
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Planning Phase
 Step 2: Market-Product Focus
and Goal Setting
• Market Segmentation
• Points of Difference
• Set Marketing and
Product Goals
• Position the Product
• Select Target Markets
Slide 2-40
Marketing and Product Objectives
Build awareness of LEGOLAND among its new
market focus: California residents; family travel
industry.
• Create a sense of excitement about the park.
• Create compelling advertising messages and
deliver impactful multi-media campaign.
• Secure all attendance-generating programs by
March 1st.
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Planning Phase
 Step 3: Marketing Program
• Product Strategy
• Price Strategy
• Promotion Strategy
• Place (Distribution) Strategy
Slide 2-42
Marketing Program
(Marketing Mix)
• Product strategy - The LEGOLAND California combines nearly 30
“hands on”, interactive attractions, family rides and shows with
restaurants, shopping and landscape features. 30 million bricks are
used.
• Price strategy
– Adult: $32 Children: $25
– Group discounts; Annual passes
• Promotion strategy – Advertisements; Sponsorship and
promotional partnerships; Sweepstakes; Special offers/coupons;
P.R. events
• Place or distribution strategy (Carlsbad, CA)
– 128 acre site includes parking and support facilities.
– Access off the I-5 and Cannon Rd interchange
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Implementation Phase
 Obtaining Resources
 Designing the Marketing Organization
Slide 2-47
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Implementation Phase
 Developing Schedules
 Executing the Marketing Program
• Marketing Strategy
• Marketing Tactics
Slide 2-49
THE STRATEGIC MARKETING
PROCESS
• Strategic Marketing Process:
The Control Phase
 Comparing Results With Plans to
Identify Deviations
• Planning Gap
 Acting on Deviations
• Exploiting a Positive Deviation
• Correcting a Negative Deviation
Slide 2-50