2-1

MARKETING MANAGEMENT

Developing Marketing

Strategies and Plans

2-2

The Value Delivery Process

2-3

Improving: The Japanese Way

0 customerfeedback time

0 product improvement time

0 setup time

0 defects0

purchasing time

2-4

A North American example?

2-5

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

2-6

Core Competencies

• A source of competitive advantage

• Applications in a wide variety of markets

• Difficult to imitate

2-7

Mission Statement

Focus on limited number of goalsFocus on limited number of goals

Stress major policies and valuesStress major policies and values

Define major competitive spheresDefine major competitive spheres

2-8

3 V’s Approach to Marketing

Define the value segmentDefine the value segment

Define the value propositionDefine the value proposition

Define the value networkDefine the value network

2-9

Starbucks

2-10

Tim Horton’s

2-11

Second Cup

2-12

Porter’s Generic Strategies

Overall Cost Leadership

Differentiation

Focus

Michael PorterHarvard University

2-13

Marketing Plan Contents

Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

2-14

Evaluating a Marketing Plan

Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?

1-15

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?