Developing Marketing

Strategies and Plans

Dr. Gopal Thapa

Tribhuvan University

Marketing and Customer Value

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Value Creation and Delivery

1. Assessing market opportunity and customer value

Environment scanning and study of consumers’ needs etc.

2. Choosing the right ‘customer value’

Value proposition – STP

3. Designing value

Product/ brand strategy, pricing

4. Delivering the value

Distribution

5. Communicating the value

IMC

6. Sustain and growth

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Michael Porter’s Value Chain

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Holistic Marketing

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Strategic Planning

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Four organizational levels

The corporate level

The division level

The business unit level

The product level

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Corporate & Division Strategic

Planning

Defining the corporate mission

Establishing strategic business unit (SBU)

Assigning resources to each SBU

Assessing growth opportunities

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Strategic Business Unit

Prof. Deepa Rohit, LLIM 9

• SBU Characteristics

• It is single business or collection of related businesses that can be planned

separately from the rest of the company

• It has its own set of competitors

• It has a manager responsible for strategic planning and profit

performance, who control most of the factors affecting profit

• Purpose of identifying SBU

• To develop separate strategies and assign appropriate funding

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Corporate & Division Strategic

Planning

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1. Defining the corporate mission

2. Establishing strategic business unit

3. Assigning resources to each SBU

4. Assessing growth opportunities

– Intensive growth

– Integrative growth

– Diversification

– Downsizing and divesting older business

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Boston Consultancy GroupGrowth – Share Matrix

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SBU Strategies

Build

Hold

Harvest

Divest

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GE Matrix

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Corporate & Division Strategic

Planning

1. Defining the corporate mission

2. Establishing strategic business unit

3. Assigning resources to each SBU

4. Assessing growth opportunities

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4. Assessing Growth Opportunities

Planning new businesses, downsizing, and

terminating older businesses

If there is gap between future desired sales and

projected sales then corporate management will

need to develop or acquire new businesses to fill it

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Assessing Growth Opportunities

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Business Unit

Strategic Planning

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Business Unit Strategic Planning

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Prof. Deepa Rohit, LLIM

Business Unit Strategic Planning

PROF. DEEPA ROHIT, LLIM 20

1. The business mission

2. External Environment Analysis

• Opportunity & threat analysis

3. Internal environment

• Strengths and weakness Analysis

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Marketing Opportunity

Prof. Deepa Rohit, LLIM 21

➢ It is an area of buyer need and interest that a company hasa high probability of profitability satisfying

➢ Three sources

➢ Offer something which is short in supply

➢ Superior way of existing product

➢ Studying acquiring, using and disposing off product

➢ Using Market Opportunity analysis (MOA)

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Business Unit Strategic Planning

PROF. DEEPA ROHIT, LLIM 22

5. Strategy formulation

• Strategy is a game plan to achieve the goals

– Porter’s Generic Strategies (Cost Leadership, Differentiation and Focus)

• Strategic alliances

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Product Planning and Marketing Plan

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Marketing Plan

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PROF. DEEPA ROHIT, LLIM

A Marketing plan is a written document that summarizes

what the marketer has learnt about the market place and

indicates how the firm plans to reach its marketing

objectives

Contents of Marketing Plan

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PROF. DEEPA ROHIT, LLIM

–Executive summary and table of contents

–Situation analysis

–Objectives

–Marketing strategy

–Financial projections

– Implementation control

Thank you

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