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
GROUP DISCUSSION: Fossil
1. What is Fossil’s Brand Strategy?
2. What is their “value” proposition?
3. What is their potential for the future?
4. What should they be sure to do with their marketing?
1-15