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1、Company and Marketing Strategy:Partnering to Build Customer Relationships,Chapter 2,2-1,Objectives,Understand company-wide strategic planning and its four steps.Learn how to design business portfolios and develop strategies for growth and downsizing.Understand marketings role in strategic planning a
2、nd how marketers partner with others.,2-2,Objectives,Be able to describe the marketing process and the forces that influence it.Learn the marketing management functions,including the elements of the marketing plan.,2-3,Case Study,Known for films,animation,theme parks and customer orientationParks of
3、fer a variety of attractions as well as cleanliness,order,and warmth,Satisfying the customer is everyones jobDisney has grown via diversificationSales and net income have fallen,Walt Disney Company,Discussion:How Can Disney Recover?,2-4,Strategic Planning,Strategic planning is defined as:“The proces
4、s of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.”,2-5,Strategic Planning,Planning activities occur at the business unit,product,and market levels,and include:Defining the purpose and missionSetting objectives a
5、nd goalsDesigning the business portfolioDeveloping detailed marketing and departmental plans,2-6,Strategic Planning,Mission statements should.serve as a guide for what the organization wants to accomplish.be“market-oriented”rather than“product-oriented”.be neither too narrow,nor too broad.fit with t
6、he market environment.be motivating.,2-7,Strategic Planning,Mission statements guide the development of objectives and goals.Objectives are developed at each level in the organization hierarchy.Strategies are developed to accomplish these objectives.,2-8,Strategic Planning,Business portfolio:“the co
7、llection of businesses and products that make up the company.”Designing the business portfolio is a key element of the strategic planning process.,2-9,Strategic Planning,Step 1:Analyze the current business portfolioStep 2:Shape the future business portfolio,Identify strategic business units(SBUs)Ass
8、ess each SBU:The BCG growth-share matrix classifies SBUs into one of four categories using the:Market growth rate SBUs relative market share within the market.,Portfolio Design,2-10,BCG Growth-Share Matrix,Strategic Planning,High RelativeMarket Share,High Market Growth,Low Market Growth,Stars,Cash C
9、ows,Question Marks,Dogs,Low RelativeMarket Share,2-11,Strategic Planning,Step 1:Analyze the current business portfolioStep 2:Shape the future business portfolio,Determine the future role of each SBU and choose the appropriate resource allocation strategy:BuildHoldHarvestDivestSBUs change positions o
10、ver time,Portfolio Design,2-12,Strategic Planning,Matrix approaches to formal planning share many problems:Difficult,time-consuming,and costly to implement.Focus only on current businesses.Too strongly emphasize market share growth or growth via diversification.,2-13,Strategic Planning,Designing the
11、 business portfolio also involves:Developing strategies for growth by identifying,evaluating,and selecting promising new market opportunities.Product/market expansion gridDeveloping strategies for downsizing the business portfolio.,2-14,Product/Market Expansion Grid,Strategic Planning,Existing Produ
12、cts,New Products,Existing Markets,New Markets,Market Penetration,Market Development,Product Development,Diversification,2-15,Planning Marketing,Marketing plays a key role in the strategic planning process.Marketers must practice CRM and Partner Relationship Management.Partnering with other departmen
13、ts in the company as well as other firms in the marketing system helps to build a superior value delivery-network.,2-16,The Marketing Process,The strategic planning and business portfolio analysis processes help to identify and evaluate marketing opportunities.The purpose of the marketing process is
14、 to help the firm plan how to capitalize on these opportunities.,Analyzing marketing opportunitiesSelecting target marketsDeveloping the marketing mixManaging the marketing effort,Key Elements,2-17,The Marketing Process,The segmentation process divides the total market into market segments.Target ma
15、rketing determines which segment(s)are pursued.The market positioning for the product is then determined.,Analyzing marketing opportunitiesSelecting target marketsDeveloping the marketing mixManaging the marketing effort,Key Elements,2-18,The Marketing Process,Competitor analysis guides competitive
16、marketing strategy development.Strategy leads to tactics by way of the marketing mix:The“Four Ps”product,price,place,promotion(seller viewpoint)The“Four Cs”customer solution,cost,convenience,and communication(customer viewpoint),Analyzing marketing opportunitiesSelecting target marketsDeveloping the
17、 marketing mixManaging the marketing effort,Key Elements,2-19,The Marketing Process,Marketing analysisProvides information helpful in planning,implementation,and controlMarketing planningStrategies and tacticsMarketing implementationTurns plans into actionMarketing controlOperating controlStrategic controlMarketing audit,Analyzing marketing opportunitiesSelecting target marketsDeveloping the marketing mixManaging the marketing effort,Key Elements,
