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LINKAGES OF MARKETING STRATEGY
TO CORPORATE STARTEGY
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AGENDA
Understanding Corporate strategic Planning
Strategic marketing Planning
Linkage of Marketing Strategy to Corporate
Strategy
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STRATEGIC PLANNING
VISION : What we want to be
MISSION : fundamental purpose of the organization
A mission statement provides a path to realize the vision in line with its values
VALUE
Beliefs that are shared among the stakeholders of an organization. Values drive an
organization's culture and priorities.
GOAL & OBJECTIVE
Goals convert the mission into targeted levels of performance to be achieved by a specific
time.
STRATEGY:
Strategy narrowly defined, means "the art of the general" (from Greek stratcgos). A
combination of the Ends (goals) for which the firm is striving and the Means (policies)by
which it is seeking to get there.
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STRATEGY
Strategy refers to a plan of action designed to achieve a
particular goal
Strategy is the direction and scope of an organisation
over the long-term: which achieves advantage for the
organisation through its configuration of resources
within a challenging environment, to meet the needs of
markets and to fulfill stakeholder expectations
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In other words, strategy is about:
Where is the business trying to get to in the long-term (direction)
Which markets should a business compete in and what kind of activities
are involved in such markets? (markets; scope)
How can the business perform better than the competition in those
markets? (advantage)?
What resources (skills, assets, finance, relationships, technical
competence, facilities) are required in order to be able to compete?
(resources)?
What external, environmental factors affect the businesses' ability to
compete? (environment)?
What are the values and expectations of those who have power in and
around the business? (stakeholders)
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CORPORATE STRATEGY
Strategy is the way in which a company orients itself towards the market in
which it operates and towards the other companies in the marketplace
against which it competes. It is a plan an organization formulates to gain a
sustainable advantage over the competition. The central strategic issue:
why different companies, facing the same environment, perform
differently.
Strategy answers the following questions:
what are the sources of the company's sustainable competitive advantage?
how a company will position itself against competition in the market over the
long run to secure a sustainable competitive advantage?
what are the key strategic priorities?
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CORPORATE STRATEGY PLANNING
PROCESS
Internal.
Env.
Analysis
Business
mission
Goal
formulation
External
Env.
Analysis
Strategy
formulation
Programme
formulation
VISION
SWOT
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Impleme
ntation
Feedback
& control
Marketing Strategy
Marketing strategy is a process that can allow an
organization to concentrate its limited resources
on the greatest opportunities to Increase Sales
and achieve a sustainable competitive advantage.
A marketing strategy should be centered around
the key concept that customer satisfaction is the
main goal.
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MARKETING STRATEGY
Marketing Strategy: The means by which a goal is to be
achieved, usually characterized by a specified target
market and a marketing program to reach it.
Marketing Tactics: Detailed day-to-day operational
decisions essential to the overall success of marketing
strategies
Situation AnalysisMarket Product Setting Goal
Setting Marketing ProgrammeImplementation
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Marketing Strategy Vs. Corporate
strategy
Marketing Strategy must be linked to overall
Corporate strategy, which defines how the
organization will Successfully Engage customers,
prospects, and competitors in the market arena
Marketing strategy determines the choice of target
Market Segments, Positioning, Marketing Mix,
and Allocation Of Resources
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INDUSTRY STRUCTURE
Pure Monopoly
Pure Oligopoly
Differentiated Oligopoly
Monopolistic Competition
Pure Competition
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Factors Affecting Industry Structure &
Competition
Number of sellers and degree of differentiations
Entry & mobility barrier
Cost Structure
Vertical Integration
Global Reach
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Components of Marketing Strategy
Environmental Scanning
Need analysis
Market Segmentation
Brand Value
Pricing Strategy
Product Positioning
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How marketing fits into overall strategic plan:
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marketing programs in line with corporate
strategy:
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Rate of Market Growth
BCG GROWTH SHARE MATRIX
STAR
??
CASH
COW
DOGS
Relative market
share
“Invest in the stars, get rid of the dogs!”
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SUM UP
Marketing plays a very significant role in
translating corporate strategy into reality
Designing appropriate marketing mix in synch
with corporate strategy is must not only for
realizing the corporate objectives but also for
sustaining the results
© for BSNL internal circulation only
© for BSNL internal circulation only