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TOP 10 CONCEPTS inDeveloping Marketing Strategies & Plans

Presented by: Assertive Amabelle Go-Vicencio 2010 AGSB: Marketing Management

Prof. Remigio Joseph De Ungria Jr.

TEAM

• Marketing & Customer Value (What & How)

• Corporate & Division Strategic Planning (How)

• Business Unit Strategic Planning (How)• Product Planning (How)

OUTLINE

MARKETING & CUSTOMER VALUE

Value Delivery Process

CHOOSING THE VALUE

SEGMENTING, TARGETING, POSITIONING

COMMUNICATING THE VALUE

Value Chain

PRIMARY ACTIVITIES

SUPPORT ACTIVITIES

Core Competencies

COMPETITIVE ADVANTAGE

APPLICATIONS ACROSSMULTIPLE MARKETS

COMPETITION CAN’TIMITATE

Holistic Marketing Orientation &Customer Value

VALUE EXPLORATION

VALUE CREATION

VALUE DELIVERY

Central Role of Strategic Planning

CORPORATE & DIVISION

STRATEGIC PLANNING

Defining the Corporate Mission

GOALS

COMPANYPOLICIES & VALUES

COMPETITIVE SPHEREWHERE COMPANY OPERATES

LONG-TERM VIEW

Keep It Short &Sweet

Strategic Business Units Establishing,Assigning Resources & Assesing Growth Opportunities

INDEPENDENTUNIT

OWN SET OFCOMPETITORS

OWN MANAGER

BUSINESS UNIT STRATEGIC PLANNING

SWOT Analysis

THREATS

OPPORTUNITIES

EXTERNAL

WEAKENESS

STRENGHTS

INTERNAL

Goal Formulation & Strategic Formulation

= + + +

GOALS

=

STRATEGY

PRODUCT PLANNING:

Marketing Plan

Marketing Plan

• Marketing & Customer Value (What & How)

• Corporate & Division Strategic Planning (How)

• Business Unit Strategic Planning (How)• Product Planning (How)

SUMMARY