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MARKETING STRATEGY
MMM V
KRUPA A. RAI
THREE KEY STAGES
KRUPA A. RAI
1. PREPARING FOR THE MARKETING STRATEGY2. DEVELOPING THE MARKETING STRATEGY
(SCORPIO)3. FROM MARKETING TO TACTICS
PREPARING FOR THE MARKETING STRATEGY
KRUPA A. RAI
Shareholder Value
Long term
financialobjective
Other stakeholder’s
requirements
Personal value of key implementers
Leadership/
MissionVision
The Internal Business Drivers
KRUPA A. RAI
StrengthAnd
Weaknesses
CompetitiveOpportunities
OpportunitiesAnd
Threats
StructuralOpportunities
Industry Analysis
EnvironmentAudit
Resource/performance
Audit
CompetitorAnalysis
Customer and
marketOrientati
on
ExternalFocus
The External Environment
KRUPA A. RAI
Competitive Strategy
SustainableCompetitiveAdvantage
The Business Strategy
The BusinessObjectives
The Business Strategy
DEVELOPING MARKETING STRATEGY
KRUPA A. RAI
SCORPIO Model
The Marketing Objective
Organization Structure & Culture
Segmentation
Andtargeting
Industry or
Market
The
Customer
Customer
Retention
Positioning &
branding
Offerings
From Market Strategy to tactics
KRUPA A. RAI
Finance Objectives
& Strategy
ITObjective &
strategy
Operations objectives& Strategy
HR Objectives & Strategy
ProductPolicy
Price Policy
Place(Distributio
n)Policy
PeoplePolicy
ProcessPolicy
PhysicalEvidenceStrategy
Promotion
Strategy
The marketing Plans, Programmes and Implementation
The Customer
KRUPA A. RAI
Examples
Earn
KRUPA A. RAI
Our Compass ‘Winning with’ pillars:
Winning with brands and innovation
Winning in the market place
Winning through continuous
improvementWinning with people
KRUPA A. RAI
KRUPA A. RAI
KRUPA A. RAI
KRUPA A. RAI
KRUPA A. RAI
KRUPA A. RAI
KRUPA A. RAI