Transcript Nyskaping ved universitetene

Crafting Strategy
and the Marketing Plan
Arild Aspelund
Outline
• A simple model for marketing strategy
– Containing the roles of the key concepts
• A practical guide to the marketing strategy process
– Kotler’s view
• The marketing plan
– Rationale
– Content
– Dissemination and confidentiality
Marketing Strategy
Firm
Market Strategy
Market
Resources &
Capabilities
Value
Positioning
Targeting
Segmentation
Buying behavior
The Value Delivery Process
K&K’s Business Unit Strategic
Model
Business Mission
• A good mission statement clearly defines the
organization’s mission to all employees, stake
holders, customers and suppliers
– Defines focus on a common mission!
• Focus on a limited number of goals!
• Stress major policies and values!
• Define major competitive spheres!
Mission statement - eBay
“We help people trade anything on
earth. We will continue to enhance
the online trading experiences of all –
collectors, dealers, small businesses,
unique item seekers, bargain
hunters, opportunity sellers, and
browsers.”
Does it say
Mission statement - IKEA
that IKEA’s
prices should
be as low as
“The IKEA vision is to create apossible?
better
everyday life for the many people.
We make this possible by offering a
wide range of well-designed,
functional home furnishing products
at prices so low that as many people
as possible will be able to afford
them”
SWOT - Analysis
Internal Factors
• Strengths
– Competitive strengths, resources and capabilities
• Weaknesses
– Competitive disadvantages, resource and capability gaps
Three models for internal analysis
• The Value Workshop
• The Value Chain
• The Value Network
The Value Work Shop
Stabell and Fjeldstad (1998)
Porter’s Value Chain
The Value Network
Stabell and Fjeldstad (1998)
SWOT - Analysis
External Factors
• Opportunities
– Attractiveness and success probability
• Threats
– Seriousness and probability of occurrence
• Market research
– Customer characteristics, segments, preferences, buying behavior, etc
Two models for external analysis
• PESTEL - analysis
• Porter’s five forces
• (We will come back to these shortly)
Goal Formulation
• Goals should be realistic!
• Objectives should be quantitative!
• Objectives must be consistent!
• Create hierarchical sub-goals!
Strategy Formulation
•
Porter’s generic strategies
– Overall cost leadership
– Differentiation
– Focus
•
Define overall allocation and development of the firm’s organizational
resources and capabilities
•
Market strategies
–
–
–
–
–
•
Value proposition
Segmentation
Targeting
Positioning
Customer behavior
Define allocation and development of market resources and capabilities
Program Formulation, Implementation,
Control and Feedback
•
Specification of tactical issues
–
–
–
–
–
–
•
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Development of a feasible time
schedule associated with each
task
•
Organization and allocation of
responsibilities
•
Development of reliable
measures of performance on all
levels
•
Report procedures
•
Stop criteria
The Market Plan - Motivation
• Primarily internal focus
• Frequently used in programs for holistic marketing
• Communication of market knowledge throughout the
organization
• A plan…with milestones…
• Economic measures, commitment and control
The Market Plan - Contents
• Executive Summary
– Value proposition, key market segments, targeting, positioning,
forecasts and returns
• Situation Analysis
– Market summary with consumer behavior, SWOT, competition,
value proposition, CSF
• Marketing Strategy
– Mission, goals, key market segments, targeting, positioning,
marketing mix, marketing research
• Financial
– Break-even analysis, sales forecast, expense forecast
• Controls
– Implementation, organization, feed-back routines
The Market Plan - Dissemination
• It is rarely smart to disclose your market plan
• Not only due to competitors can see your evaluation of
–
–
–
–
Value propositions
Accuracy and amount of market information
Future actions and investments
Cost structure
• But also to protect your actions from transparency from
customers
• It could be wise, however, to publish a version that you want
the public and your competitors to see…
Summary and continuation
• A market strategy should start with a scan of the environment
• We have presented a framework for strategical market
management that incorporates several frameworks of analysis
and forms the basis for new marketing campaignes (these will
be revisited in detail…)
• We have suggested a structure for a market plan
• And in the next episode of Marketing Management…
– A model for scanning the environment
– A practical guide for performing market research