MARKETING MANAGEMENT
Canadian Twelfth Edition
Developing
Marketing
Strategies and
Plans
2-1
The Value Delivery Process
2-2
Improving: The Japanese Way
0 customer
feedback time
0 product
improvement time
0 setup time
0
purchasing time
0 defects
2-3
A North American example?
2-4
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
2-5
Core Competencies
• A source of competitive advantage
• Applications in a wide variety of markets
• Difficult to imitate
2-6
Mission Statement
Focus on limited number of goals
Stress major policies and values
Define major competitive spheres
2-7
3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network
2-8
Starbucks
2-9
Tim Horton’s
2-10
Second Cup
2-11
Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus
Michael Porter
Harvard University
2-12
Marketing Plan Contents
 Executive summary
 Table of contents
 Situation analysis
 Marketing strategy
 Financial projections
 Implementation controls
2-13
Evaluating a Marketing Plan
 Is the plan simple?
 Is the plan specific?
 Is the plan realistic?
 Is the plan complete?
2-14