AGo-Vicencio: Developing Marketing Strategies & Plans
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1 TOP 10 CONCEPTS in Developing Marketing Strategies & Plans Presented by: Assertive Amabelle Go- Vicencio 2010 AGSB: Marketing Management Prof. Remigio Joseph De Ungria Jr. TEAM
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Transcript of AGo-Vicencio: Developing Marketing Strategies & Plans
1
TOP 10 CONCEPTS inDeveloping Marketing Strategies & Plans
Presented by: Assertive Amabelle Go-Vicencio 2010 AGSB: Marketing Management
Prof. Remigio Joseph De Ungria Jr.
TEAM
• Marketing & Customer Value (What & How)
• Corporate & Division Strategic Planning (How)
• Business Unit Strategic Planning (How)• Product Planning (How)
OUTLINE
MARKETING & CUSTOMER VALUE
Value Delivery Process
CHOOSING THE VALUE
SEGMENTING, TARGETING, POSITIONING
COMMUNICATING THE VALUE
Value Chain
PRIMARY ACTIVITIES
SUPPORT ACTIVITIES
Core Competencies
COMPETITIVE ADVANTAGE
APPLICATIONS ACROSSMULTIPLE MARKETS
COMPETITION CAN’TIMITATE
Holistic Marketing Orientation &Customer Value
VALUE EXPLORATION
VALUE CREATION
VALUE DELIVERY
Central Role of Strategic Planning
CORPORATE & DIVISION
STRATEGIC PLANNING
Defining the Corporate Mission
GOALS
COMPANYPOLICIES & VALUES
COMPETITIVE SPHEREWHERE COMPANY OPERATES
LONG-TERM VIEW
Keep It Short &Sweet
Strategic Business Units Establishing,Assigning Resources & Assesing Growth Opportunities
INDEPENDENTUNIT
OWN SET OFCOMPETITORS
OWN MANAGER
BUSINESS UNIT STRATEGIC PLANNING
SWOT Analysis
THREATS
OPPORTUNITIES
EXTERNAL
WEAKENESS
STRENGHTS
INTERNAL
Goal Formulation & Strategic Formulation
= + + +
GOALS
=
STRATEGY
PRODUCT PLANNING:
Marketing Plan
Marketing Plan
• Marketing & Customer Value (What & How)
• Corporate & Division Strategic Planning (How)
• Business Unit Strategic Planning (How)• Product Planning (How)
SUMMARY
