BSAD231_ch2x
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Transcript BSAD231_ch2x
MARKETING MANAGEMENT:
STRATEGY
1
CHAPTER TWO
Marketing Management
The process of:
1. planning,
2. executing, and
3. controlling
marketing activities to attain the marketing goals
and objectives effectively and efficiently.
Change is constant and therefore the process is a
continuous process.
What is a marketing strategy?
A plan identifying
what marketing
goals and objectives
will be pursued and
how they will be
achieved in the time
available.
Planning: A Framework for the Future
Envisioning the Future
Establishing goals and
objectives
Designing strategies to be
implemented in the future
Level of management planning
5
Top Management: Mission Statement
A mission statement is:
A broad statement of the company’s purpose
Explains the purpose of the organization
Provides direction for the entire company
Walt Disney’s Mission
“The Walt Disney Company is committed to balance
environmental stewardship with our corporate goals
throughout the world”
http://corporate.disney.go.com/environmentality/mission_history.html
Homework Question
Page 52, question 6
The examination of mission statements
Strategic business units (SBU)
Operates as a “company within a company”
A SBU is organized around some common element
such as….
Industry
Technology
SBU
Customer
need
Target
Market
Boston consulting groups growth-share
matrix
Commonly referred to as the BCG Matrix
Develop to evaluate SBU’s performance based
industry growth (vertical axis) versus relative
market share (horizontal axis)
Assists management to determine resource
allocation
Four categories: Stars, Cash cows, Dogs,
Question Marks (see exhibit 2-3, page 34)
GROWTH RATE
(Cash Use)
Boston consulting groups growth-share
matrix
HIGH
LOW
MARKET SHARE
(Cash Generation)
HIGH
LOW
STAR
QUESTION
MARK
CASH
COW
DOG
Marketing Strategies at the SBU LEVEL
1.
Marketing managers focus on two
key aspects of SBU strategies:
Establish a competitive
advantage
2.
Superior to or favourably different
from competitors
Examples include: price leadership,
differentiation strategy
Plan growth strategies
(Visit Exhibit 2-5, page 37)
Planning business-unit growth
strategies
The Market/Product Matrix (Exhibit 2-5)
Markets
Products
Existing
Existing
New
Market
Penetration
New
Market
Development
Product
Diversification
Development
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What’s Happening?
http://www.theglobeandmail.com/report-on-
business/industrynews/marketing/adhocracy/toyota-matrixcampaign-shows-peril-of-pullingpranks/article2168041/
http://www.youtube.com/watch?v=eH3GH7Pn_eA
http://www.youtube.com/watch?v=V3WtXZGiav0&
feature=related
The six stages of the Strategic marketing
Process
Planning stages
1. Identifying and evaluating opportunities
2. Analyzing market segments and selecting target markets
3. Planning a market position and developing a marketing
mix strategy
4. Preparing a formal marketing plan
5. Executing the plan
6. Controlling efforts and evaluating the results
Stage One: Identifying and Evaluating
Opportunities
Situation Analysis: two major components:
1. Environmental scanning & monitoring
External forces and trends are identified as
opportunities and threats
Forces include: sociocultural, demographic, economic,
etc.
2. Internal analysis
Internal strengths and weakness are identified
Key topics include: organization, customers, suppliers
15
Stage One: Identifying and Evaluating
Opportunities
Bringing the internal and external analysis together:
S.W.O.T
Internal
Micro-environment
External
Macro-environment
Strengths
Weaknesses
(build on)
(deal with)
Opportunities
Threats
(take advantage)
(avoid)
16
Stage Two: Analyzing Market
Segments & Selecting Target Markets
Consumer Market (B2C) vs. Organizational Markets
(B2B) (Visit exhibit 2-8, page 42)
Market segment
Portion of a larger market (i.e. French Canadians)
Market segmentation
Dividing the mass market into smaller groups with similar
characteristics that are likely to become the target market
Target market
The specific group(s) the organization directs its marketing mix
towards
Stage Three: Market Positioning and
Marketing Mix strategy
Market position:
How consumers perceive a brand relative to its competition
Developing marketing mix (4P’s):
Product
Price
Place (distribution)
Promotion
Recall from
Chapter 1?
Homework Question
Page 52, question 11
“How is Dr. Pepper positioned relative to Coke
and Pepsi?”
Stage 4: Preparing a Formal Marketing
Plan
The yearly marketing plan is a written report that
includes:
Marketing objectives (S.M.A.R.T)
Marketing strategies
Marketing mix
Responsibility allocation
Implementation timeline
Stage 5: Executing the marketing plan
Putting the plan into action!
Management best practices:
Ensure resources are properly
allocated
Clearly understand and
communicate goals and
expectations
Create reasonable
expectations and deadlines
Stage 6: Controlling efforts and
evaluation results
Marketing Audits: Ensure that planned activities
are executed properly
Benchmark: establish performance standards
Supervision: investigate to ensure tasks have
been completed “checking up”
Adjustments: evaluate to determine if goals
have been achieved
Yes? Continue with the plan
No? Make adjustments and monitor
Ethics and Responsibility
Worldwide consumerism and environmentalism
movements exert pressure for greater responsibility
Notion of “caring capitalism” tied to the marketing
concept.
Seeking ways to make a profit by serving the best long-run
interests of customers and communities.