Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
CHAPTER 2
Strategic Marketing Planning for
Competitive Advantage
AP IMAGES/JENNIFER GRAYLOCK
iStockphoto.com/Dem10
Chapter 1 Copyright 2012 by Cengage Learning Inc. All rights reserved 11
Learning Outcomes
6
2 Identify sources of competitive advantage
Learning Outcomes
10
Explain why implementation, evaluation, and control
of the marketing plan are necessary
11
Identify several techniques that help make strategic
3 planning effective
The Nature of Strategic Planning
Understand the
importance of strategic
planning and know
a basic outline for
a marketing plan
1
2013 by Cengage Learning Inc. All Rights Reserved. 4
Strategic Management
Defined
Define Strategic
Business Units
(SBUs)
2
2013 by Cengage Learning Inc. All Rights Reserved. 9
Strategic Business Units (SBUs)
An SBU HAS
u A distinct mission and specific
target market
u Control over its resources
u Its own competitors
u Plans independent of other SBUs
Identify strategic
alternatives and
know a basic
outline for a
marketing plan
3
2013 by Cengage Learning Inc. All Rights Reserved. 12
What Is a Marketing Plan?
Elements of a Objectives
Marketing Plan
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product Distribution
Promotion Price
Implementation
Evaluation
Control
15 2013 by Cengage Learning Inc. All Rights Reserved.
Writing the Marketing Plan
A complete marketing plan can allow an
organization to achieve marketing
objectives
HOWEVER
Develop an
appropriate business
mission statement
4
2013 by Cengage Learning Inc. All Rights Reserved. 17
Defining the Business
Mission
u Answers the question,
What business are we in?
Describe the
components of a
situation analysis
5 3
LO
2013 by Cengage Learning Inc. All Rights Reserved. 19
SWOT Analysis
O
Opportunities - conditions in the
external environment that favor
strengths.
External Threats - conditions in the external
AP IMAGES/PRNEWSFOTO/PEPSICO
Economic
Technological
Political/Legal
Competitive
22 2013 by Cengage Learning Inc. All Rights Reserved.
5
Exhibit 3.6 Examples of SWOT Factors
Identify sources
of competitive
advantage
6
2013 by Cengage Learning Inc. All Rights Reserved. 24
Competitive Advantage
Cost
Types of Product/Service
Competitive Differentiation
Advantage
Niche
New Service
Government Subsidies
Delivery Methods
u Brand names
u Strong dealer network
u Product reliability
u Image
u Service
Copyrights
Locations
Equipment
Technology
Skills and Assets
of an Customer Service
Organization
Promotion
Discuss target
market strategies
8
2013 by Cengage Learning Inc. All Rights Reserved. 32
Describing the Target Market
Marketing Strategy involves
the activities of selecting and describing one or more
target markets and developing and maintaining a
marketing mix that will produce mutually satisfying
exchanges with target markets.
Marketing Opportunity Analysis
(MOA) involves
the description and estimation of the size and sales
potential of market segments that are of interest to
the firm and the assessment of key competitors in
these market segments.
33 2013 by Cengage Learning Inc. All Rights Reserved.
8
Target Market Strategy
Concentrate on one
marketing segment
Describe the
elements of the
marketing mix
9
2013 by Cengage Learning Inc. All Rights Reserved. 36
The Marketing Mix is
a unique blend of product, place (distribution),
promotion, and pricing strategies designed to
produce mutually satisfying exchanges with a
target market.
Four Ps
Identify several
techniques that help
make strategic
planning effective
11
2013 by Cengage Learning Inc. All Rights Reserved. 42
Techniques for Effective Strategic
Planning
Continual Management
Creativity
attention commitment
Effective
Strategic
Planning
7
44 2013 by Cengage Learning Inc. All Rights Reserved.
What are Considered Good Objectives?
A good objective be a SMART objective. The word SMART is
described as follows:
Specific objective must be concrete and specific to the last detail
and is quantifiable
Measurable objective must be tied up or related to the mission
statement and should be measurable
Achievable objective should not be a dream or desire but should
be something achievable or attainable
Realistic or resource oriented objective must be realistic and
based on the firms resource capabilities both human and other form
of capital or financial resources
Time-bound there must be a time frame or period and limit as to
how soon the objectives can be achieved.
3. Motivate employees