Transcript KotlerMM_ch02

MARKETING MANAGEMENT
Developing
Marketing
Strategies and
Plans
2-1
Sales versus Marketing
4-2
The Value Delivery Process
2-3
Improving: The Japanese Way
0 customer
feedback time
0 product
improvement time
0 setup time
0
purchasing time
0 defects
2-4
A North American example?
2-5
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
2-6
Core Competencies
• A source of competitive advantage
• Applications in a wide variety of markets
• Difficult to imitate
2-7
Mission Statement
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
2-8
3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
2-9
Starbucks
2-10
Tim Horton’s
2-11
Second Cup
2-12
New Ideas
Wireless Internet (WiFi) Access?
Free Trade coffee?
Social Responsibility?
2-13
Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus
Michael Porter
Harvard University
2-14
Marketing Plan Contents
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls
2-15
Evaluating a Marketing Plan
 Is the plan simple?
 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?
2-16
GROUP DISCUSSION: Ben & Jerry’s
1. What have been the key success
factors for Ben & Jerry’s?
2. Where is Ben & Jerry’s vulnerable?
3. What should they watch out for?
4. What recommendation would you
make to their senior marketing
executives going forward?
5. What should they be sure to do with
their marketing?
1-17