MARKETING MANAGEMENT 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