CORPORATE & MARKETING

STRATEGIES

Private sector – Public sector – Civic

Society

Orgs  hierarchies of personnel &

strategies

Corporate vs Functional levels

Multi-market, multi-product  SBUs

Strategy in Organizations

Biz: BEWARE OF MKTG MYOPIA

* What biz are we in?
* Who are our customers?
* What offerings to give value to
customers?

Marketing & Corporate Strategies

Mission: vision reason for being

Org culture:
* stakeholders – optimize value
* org culture – shared values, ideas,
attitudes

Goals/objectives:
* profit
* social responsibility
* market share
* quality
* customer satisfaction
* employee welfare

Marketing & Corporate Strategies

Strategy: DIRECTION for org
WHERE we are
WHAT we want to be
HOW we get there

3 C’s: Customers, competencies,

competitors

Customer focus: Know who your

customers are  clarity of what to do
next to serve them

Competencies: special &

distinguishing capabilities – skills,
technologies, resources  competitive
advantage

Competitors: broad vs narrow defn

depends on how you define your market
(see slide  how Sears define)

Marketing & Corporate Strategies

 GROWTH STRATEGIES

Future oriented

BCG -- Business portfolio analysis

for multiproduct, multimarket biz

Verticle axis: market growth rate

Horizontal axis: relative market share

CASH COWS: major surplus revenues

to be profitably invested in other
promising products/SBUs

STARS: high share/high growth mkts 

need extra cash for rapid growth

QUESTION MARKS: Low MS/High

growth mkt  need large cash infusion

DOGS: low MS/Low growth mkt 

elimination candidates
(See slide: BCG 7 Kodak)

Marketing & Corporate Strategies

MARKET-PRODUCT ANALYSIS
Relationship between product & market

MARKET PENETRATION: cm/cp

Sell more items to current customers via
more promo or intense distribution

MARKET DEVELOPMENT: nm/cp

Sell to new markets @ home or abroad

PRODUCT DEVELOPMENT: np/cm

Innovation  new products; don’t go too
far

DIVERSIFICATION: np/nm
Hi risk; new fields

Marketing & Corporate Strategies

STRATEGIC MARKETING PROCESS

KEY ISSUES;
* resource allocation decisions
* execution of plans
* managing the process

Step 1: Situation analysis SWOT

Identify trends in industry, lifestyles
Identify competitors
Self-analysis
Firm’s present customers & prospects
(See Ben & Jerry’s slide)

Step 2: Market-Product Focus/Setting

Goal
Set mktg & product goals
Select target markets
Find points of difference
Position the product

Step 3: Marketing Program – 4 Ps

Marketing & Corporate Strategies

Implementing the Plan
Obtain resources
Design the marketing organization
Developing schedule
Broad strategies  operational
decisions & activities  tactics

Control
Ensure all’s done well
Variance analysis
Correct negative deviations from plan
Exploit positive deviations

Marketing & Corporate Strategies