Post on 28-Dec-2015
transcript
1
PowerPoint Presentations for
Effective Marketing
Adapted for the
First Canadian Edition by
Jennifer MonkAlgonquin College
Copyright © 2008 by Nelson Education Ltd.
2CHAPTER TWO
MARKETING MANAGEMENT: STRATEGY
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Learning Objectives
1. Discuss the roles of marketing planning and execution at the corporate level, at the strategic business unit level, and at the operational level of management.
2. Understand the concept of the organizational mission.3. Understand the nature of competitive advantage.4. Explain the market/product mix.5. Identify the stages of the strategic marketing process.6. Understand the nature of marketing ethics and social
responsible behaviour.
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Marketing Management
The process of:1. planning, 2. executing, and3. controlling marketing activities to attain the marketing goals and objectives effectively and efficiently.
Change is constant and therefore the process is a continuous process.
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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.
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Planning: A Framework for the Future
Establishing goals and objectives
Envisioning the Future
Designing strategies to beimplemented in the future
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Level of management planning
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Planning: A Framework for the Future
Management Level
Planning Focus
Marketing Questions (visit page 31)
TopManagement
Corporate plans
What is the mission?Business structure?
Middle Management
Strategic Business Unit
Competitive strategy for growth?Competitive advantage?
OperationalManagement
Operational plans
How to support the competitive strategy?Weekly operational schedules
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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
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Top Management:Mission statement
Three Guiding Principles:1. Success depends on customer
satisfaction2. Consumer oriented perspective3. Avoid short-sighted, narrow-minded
thinking Consumer
wants?
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Strategic business units (SBu)
Operates as a “company within a company” A SBU is organized around some common
element such as….
SBU
Industry Technology
TargetMarket
Customerneed
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Boston consulting groups growth-share matrix
Commonly referred to as the BCG MatrixDevelop 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)
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Boston consulting groups growth-share matrix
STAR QUESTIONMARK
CASHCOW
DOG
MARKET SHARE(Cash Generation)
LOWHIGH
HIGH
LOW
GR
OW
TH
RA
TE
(Cash
Use)
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Boston consulting groups growth-share matrix
Stars:High market share Rapid growthRequire significant cash
investmentMarket leaders & generate lots
of cashOver time growth will slow down
Two options: become a cash cow or a dog
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Boston consulting groups growth-share matrix
Cash Cows: Market share is high and cash
generation is high Slow growth and low cash use Consistent cash flow to pay for
overheadPossible Objective:
strong cash cow - Hold share, weakening cash cow –
Harvest
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Boston consulting groups growth-share matrix
Dogs:Low market share Low growthMoney pitPossible
Objectives: harvest or
divest
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Boston consulting groups growth-share matrix
Question Marks: Low in market shareHigh in growth rateHigh use of cashSuccess is a gamblePossible Objectives:
Shows promise? Build Share
Dicey? Harvest or Divest
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Marketing Strategies at the SBU LEVEL
Marketing managers focus on two key aspects of SBU strategies:
1. Establish a competitive advantage
Superior to or favourably different from competitors
Examples include: price leadership, differentiation strategy
2. Plan growth strategies (Visit Exhibit 2-5, page 37)
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The Market/Product Matrix (Exhibit 2-5)
Market Penetration
MarketDevelopment
ProductDevelopment
Diversification
New
Existing
Existing
New
Markets
Pro
du
cts
Planning business-unit growth strategies
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The six stages of the Strategic marketing Process
Planning stages1. Identifying and evaluating opportunities2. Analyzing market segments and selecting target markets3. Planning a market position and developing a marketing
mix strategy4. Preparing a formal marketing plan
6. Controlling efforts and evaluating the results
5. Executing the plan
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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: customers, suppliers
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Stage One: Identifying and Evaluating Opportunities
Bringing the internal and external analysis together:
Strengths(build on)
Weaknesses
(deal with)
Opportunities
(take advantage)
Threats(avoid)
Internal Micro-environment
External Macro-environment
S.W.O.T
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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 marketThe specific group(s) the organization directs its
marketing mix towards
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Stage Three: Market Positioning and Marketing Mix strategy
Market position:How consumers perceive a brand
relative to its competitionDeveloping marketing mix (4P’s):
ProductPricePlace (distribution)Promotion
Recall from
Chapter 1?
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The yearly marketing plan is a written report that includes:Marketing objectives (S.M.A.R.T)Marketing strategiesMarketing mixResponsibility allocation Implementation timeline
Stage 4: preparing a Formal Marketing Plan
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Putting the plan into action!Management best
practices:Ensure resources are
properly allocatedClearly understand and
communicate goals and expectations
Create reasonable expectations and deadlines
Stage 5: Executing the marketing plan
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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 planNo? Make adjustments and monitor
Stage 6: controlling efforts and evaluation results
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Managerial Ethics & Socially Responsible Behavior
Marketing Ethics(Exhibit 2-10, page 49)
Moral Behaviour
Norms
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Successful managers will take action by:1. Recognizing and clarifying the dilemma2. Getting all possible facts3. Listing the options – all of them4. Testing each option by asking:
“Is it legal? Is it right? Is it beneficial?”5. Making a decision6. Double checking the decision
“How would if feel if family and friends found out?”
“Would I feel the same if the decision was printed in the paper?”
7. Take the action if warranted
Resolving ethical dilemmas
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IT’S OVER TO YOU…
You’re now in spot light! Please explain the following learningobjectives using your own words. 1. Discuss the roles of marketing planning and execution at
the corporate level, at the strategic business unit level, and at the operational level of management.
2. A good organization mission will (complete the sentence)3. Describe competitive advantage and market position4. Explain the market/product mix and the four embedded
marketing strategies5. Identify and explain the stages of the strategic marketing
process.6. Describe are the seven guidelines for overcoming ethical
dilemmas.