Why strategic marketing?
Draw up a business plan -
Negociate budgets with marketing department -
Gain efficiency in marketing department auditing -
Be able to analyse and rate a company’s marketing strategy
Understand the diference between Strategic and Tactical marketing -
Be able to work out a strategic marketing planning process -
Fully understand the essence of strategic marketing: the STP process -
Be able to work out a STP through a case study used as a guiding thread -
Grasp Brand Management an put into practice the concepts
Definition of strategy and strategic marketing
Strategic Business Unit
Define the corporation mission and values (annual report)
Reflects management’s vision of what the organization seeks to do
Describes an organization’s purpose regarding its customers, products/services, markets, philosophy, and technology
o Inspires and challenges employees to do what is valued by the organization and its customers
Key questions for a mission statement
What is our business? Who is the customer?
What is of value to the customer? What will our business be? What should our business be?
Define the Business and establish Strategic Business Units (SBU) -
Assess Growth Opportunities 21/09/2010
Strategic Business Unit o Organizational unit which sales a group of identified products o
... to a group of identified customers o
... facing an identified group of competitor o
Business Portfolio Selection o
Competitive advantage definition
The Marketing Planning Process
A structured process Leeds to a coordinated set of marketing decisions/actions Covers a specific period for a specific organization Customer focused
- - - -
Strength: What the organization is good at doing or some characteristic that gives it an important capability.
Weaknesses: What an organization lacks or does poorly relative to other organizations
Opportunities: Developments or conditions in the environment that have favorable implications for the organization.
An area of buyer needs an interest in which there is a high probability that a company can profitably satisfy that need.
Threats: Pose dangers to welfare (“bien-être”) of the organization. External analysis
Macro Environment Forces
- Demographic - Economic - Technological - Political – legal - Social – cultural
Actors - Market (quantitative)
- Consumers (needs, perceptions, behavior) - Competitors- Suppliers - Distributors
Question to ask after a SWOT analysis:
-Which strengths represent distinctive competencies? Do they compare favorable with what are believed to be market or industry seccess requirement?
-Which weaknesses disqulify the organization drom pursing certain opportunities?
-Does a pattern emerfe from the SWOT analysisShould the business limit itself to those opportunities where it possesses the required strengths? Should it consider opportunities that mean......
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