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Developing Marketing

Strategies and Plans

2

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Developing Marketing

Strategies and Plans

A strategy is a theory about how to gain competitive

advantages. A good strategy is a strategy that

actually generates such advantages.

Strategic management is the process of specifying an

organizations objectives, developing policies and

plans to achieve these objectives, and allocating

resources so as to implement the plans.

1-2

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Mission

Statement

Strategic Goals/Plans

Senior Management(Organization as a whole)

Tactical Goals/Plans

Middle Management

(Major diisions! "#nctions)

O$erational Goals/Plans

%ower Management

(&e$artments! indiid#als)

'nternal Message

%egitimac!

motiation!

g#ides!

rationale!standards

*ternal Message

%egitimac "or

inestors! c#stomers!

s#$$liers! comm#nit

%eels o" Goals/Plans + Their 'm$ortance

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1-0

Mareting and #stomer .al#e

Part 1: Marketing Value and Customer ValueThe value delivery process

The value delivery process

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1-

2) The .al#e hain

Michael Porter of Harvard has proposed the value chain asa tool for identifying ways to create more customervalue.

According to this model, every firm has combination of

activities performed to design, produce, maret, deliver,and support its product.

!he value chain identifies nine strategically relevantactivities that create value and cost in a specific

business.

!hese nine value"creating activities consist of five

primary activities and four support activities.

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1-

2) The .al#e hain

Theprimary activities coer the se4#ence o"5

1) 6ringing materials into the 6#siness (in6o#ndlogistics)!

2) conerting them into "inal $rod#cts (o$erations)!3) shi$$ing o#t "inal $rod#cts (o#t6o#nd logistics)!

7) mareting them (mareting and sales)! and

0) sericing them (serice)8

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2) The .al#e hain

The support activities:

1) technolog deelo$ment!

2) h#man reso#rce management!

3) "irm in"rastr#ct#re:are handled in certains$ecialized de$artments! as well as elsewhere8

7) Proc#rement and hiring

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1-1oc#s

Strategic >orm#lation

.( Strategic lliances

There are "o#r "orms o" M&S81)*$orting

2)%icensing3)Joint .ent#re7)&irect 'nestment

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