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Strategic Marketing

Imran Sadiq
Assistant Professor- Marketing
imran.sadiq@umt.edu.pk
Lesson

• Every morning, a deer wakes up. It knows it


must outturn the fastest tiger, or it will be killed
• Every morning, a tiger wakes up. It knows it
must run faster than the slowest deer, or it will
starve.
 It doesn’t matter whether you’re a
tiger or a deer---when the sun comes
up, you’d better be running
Strategic Fit

• Effective strategies should tuned


both to the needs and
requirements of customers, and
to the resources and capabilities
of the firm seeking to implement i
Market Needs &
Controls

Strategy adapted to the Organizational resources suited


needs & requirements of the to the markets in which it
market operates

Organizational
Marketing Strategy Resources
Organizational resources
needed for implementation
of strategy

Strategic Fit
Components of Mission
Strategic Intent
Vision of what you
want to be?

Market Definition Mission Companies Values


Customer Targets Objectives & Strategy Guiding Principles

Competitive
Distinctive
Positioning
Competencies
Differential
Core Skills
Advantage
Marketing Strategy Process
Business
Purpose

Environment Core Company


Analysis Strategy Analysis

Competitive Competitive
Market Target Advantage
Positioning

Implementati
Control Organization
on

Marketing
Mix
Marketing Strategy Process
Components of SMP

• Purpose of Business
• Establishing the Core Strategy
- Establishing a core strategy requires a detaile
analysis of both the resources available and th
market in which the organization will operate,
both within the context of achieving the overal
business purpose or mission
Strategic Business Unit (SBU)
• It is a single business or collection of
related businesses, that can be planned
separately from the rest of company
• It has its own set of competitors
• It has a manager responsible for strategic
planning and profit performance, who
controls most of the factors affecting
profit
Boston Consulting Group Growth-Share
Matrix Framework
Relative Market Share
High Low
Stars Question Marks
?
Market Growth Rate
High

• High growth & share • High growth, low share


• Profit potential • Build into Stars or phase out
• May need heavy • Require cash to hold
investment to grow market share

Cash Cows Dogs


• Low growth, high share • Low growth & share
Low

• Established, successful • Low profit potential


SBU’s
•Produce cash
7 types of businesses find
resonance today

1. Today’s 4. Developments
Breadwinners 5. Sleepers
2. Tomorrow’s 6. Investment in
Breadwinners Managerial Ego
3. Yesterday’s 7. Failures
Breadwinners
Balancing the Business Portfolio
Others uses
Products that
cash now but
generate cash
promises
now
cash in future
Components of SMP
• SWOT Analysis
Components of SMP
Porter’s Generic Strategies

Rock Bottom Prices

Something Unique

One or more narrow


Market segments
Defining Marketing Mix


Framework for Macro-
environment Analysis
Framework for Macro-
environment Analysis
Key to Competitiveness
Key to Competitiveness