CHAPTER 02

Developing marketing strategies and plans.

MARKETING AND CUSTOMER VALUE.Marketing involve satisfying customer needs and wants. The task of every business is to deliver customer value at a profit. The company can win customer by delivering superior customer value. It means company can providing a value preposition product and also communicate it

CON…..

The value delivery process.The traditional view of marketing. company can purchase some thing and then sell some thing. They can not making segment. In these traditional view of value deliver process the company aim is to make the product. And second to sell the product which discuss here.

(1)MAKING STRATEGIESIn traditional value deliver process company first of all choose the first step, which in this step company can develop the product design.(1) design. Company first of all develop the product design, in product design they can decide what product design will be choose. In design they simply decide according to the logo, shape collar, and about the size of the product.

(2) MAKE THE PRODUCT.In this stage company can manufactured the product. Which already company can establish the design. But can not focus on the customer need and wants.(3) price. The third step of traditional value process is to setting the product price. Every business man can set price according to our choice no suggestion of skimming price and psychological price.

(2) SELLING STRATEGIES In selling strategies company can sell the

complete finish form of product. Company can use different promotion strategies 'for the purpose of increasing sales of the company,

Distribute product into different location. Provide services to customer for the purpose

of increasing number of customer.

(2) VALUE CREATION AND DELIVERY SEQUENCE. In the modern technique of marketing

company can used three broad concepts Choose the value Provide the value Communicate the value(1)Choose the value. In the value creation

process company can first of all choose the value. to select a proper value selection, company first of all conduct segmentation stage.

SEGMENTATION Divided the total market into different parts

is called segmentation. When company can conducting segmentation, after this company can use the second step of the value creation process is to,

Target market. Target market mean to select one or more then one market of these total segment and to deliver the product is called target market.

VALUE POSITIONING The third step of the value creation process is

to establish the position of our business or our product, positioning can be establish on the basis of p.o.p and p.o.d.

(2)PROVIDE THE VALUE.

(1) Product development, in product development strategies marketer can develop the product, increasing number of feature in according with the customer requirement such as radical and incremental product

(2) Pricing. When company can develop the product. After this company can set the price of the product such as skimming and psychological price.

(3) COMMUNICATE THE VALUE(1) Sales force. To proper communication marketer need to

communicate effectively to customer, these communication is possible through hiring sales force. Because sales force can direct meet to customer.

(2) Sales promotion company can also used sales promotion strategies such as provide discount facilities new packages which these facilities can increase the sales of the company.

(3) ADVERTISINGCompany can also used advertising campaign because advertising is a paid form of non personal communication which create awareness of the customer. If proper (Aida) model is used.

CENTRAL ROLE OF STRATEGIC PLANNING

Strategic planning means to making long term planning for our business. Successful company can understand customer value, delivering customer value and capturing customer value. And sustaining customer value. To ensure and select right activities marketer must give priority to strategic planning in three key areas.

CON……(1) Managing a business

investment portfolio(2) Assessing each business

strength(3) And the business position in

the market.

WHAT IS SWOT ANALYSIS.

Swot analysis is a key factor of the organization point of view. Swot is the abbreviation of (s) strength (w) weaknesses (o) is opportunity and (t) is threats.Strength and weaknesses is an external factor and threats and opportunity is external factor.

STRENGTH

strength is the internal factor of the organization, marketer first of all identify the strength of our business and after this they can conducting planning in our business.(2) weaknesses. Weaknesses can also be internal factor marketer can analysis our weakness and after this they can try to control it.

(3) OPPORTUNITY

Opportunity is the external factor of the organization, it is necessary that marketer can identify the opportunity of the business. For what area opportunity can be available which business can take it.(4) threats. Threats is also external factor which marketer can identify it. threats is competitor, threats is also created from govt.