tài liệu học tập kinh doanh 544

Lecture 2:
Company and Marketing Strategy


Topic Outline
1 Explain company-wide strategic planning and its four steps.
2 Discuss how to design business portfolios and develop growth strategies.
3 Explain marketing’s role in strategic planning and how marketing works with its partners to
create and deliver customer value.
4 Describe the elements of a customer value-driven marketing strategy and mix and the forces
that influence them.
5 List the marketing management functions, including the elements of a marketing plan, and
discuss the importance of measuring and managing marketing return on investment.


NIKE: Building Customer Value through Brand Engagement and Community

“Nike’s outstanding success results from much more than just making good sports gear. The iconic company’s
strategy is to build deep engagement and a sense of community with and between the Nike brand and its
customer.”


Learning Objective 1

Explain company-wide strategic planning and its four steps.

4


Company-Wide Strategic Planning

Strategic planning is the process of developing and maintaining a strategic fit
between the organization’s goals and capabilities, and its changing marketing
opportunities.


4 steps of Strategic Planning Process


Company-Wide Strategic Planning

The mission statement is the organization’s purpose; what it wants to accomplish in the larger environment.
CV S Health’s overall mission is to be a “pharmacy innovation company,” one that is “helping people on their way to
better health.” Its marketing strategies and programs must support this mission.


Company-Wide Strategic Planning

Product- versus Market-Oriented Business Definitions
Company

Product-Oriented Definition

Market-Oriented Definition

Starbucks

We sell coffee and snacks.

We sell “The Starbucks Experience,” one that
enriches people’s lives in one moment, one

human being, one extraordinary cup of coffee at
a time.

Panera

We sell fast-casual food in our restaurants.

We give customers “Food as it should be”: food
that tastes good; food that feels good; food that
does good things for them and the world around
them.


Company-Wide Strategic Planning

Setting Company Objectives and Goals

•

Business objectives

–
–
–
•

Build profitable customer relationships
Invest in research
Improve profits

Marketing objectives

–
–
–

Increase market share
Create local partnerships
Increase promotion


Real Marketing: Airbnb’s Mission

Belong Anywhere–Don’t Stay There. Live There.


Learning Objective 2

Discuss how to design business portfolios and develop growth strategies.


Designing The Business Portfolio

The business portfolio is the collection of businesses and products that make up the company.
Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and
businesses that make up the company.

Mars Inc. is not only the world’s number-one candy maker; it is also a world-leading pet nutrition and health-care
company.

Designing The Business Portfolio

Strategic business units can be a

•
•
•

Company division
Product line within a division
Single product or brand


Designing The Business Portfolio

Analyzing The Current Business Portfolio

•
•
•

Identify strategic business units (SBU s)
Assess the attractiveness of its various SBU s
Decide how much support each SB U deserves


Designing The Business Portfolio

Figure 2.2 The B C G Growth-Share Matrix

Designing The Business Portfolio

Figure 2.3 The Product/Market Expansion Grid


Strategies for growth: To maintain its incredible growth, Starbucks has
brewed up an ambitious, multipronged growth strategy.


Learning Objective 3

Explain marketing’s role in strategic planning and how marketing works with its
partners to create and deliver customer value.


Planning Marketing:
Partnering to Build Customer Relationships

Partnering with Other Company Departments

Value chain is a series of departments that carry out value creating activities to design,
produce, market, deliver, and support a firm’s products.


Planning Marketing:
Partnering to Build Customer Relationships
Partnering with Other Company Departments
The value chain: Walmart’s ability to help you “Save Money. Live Better.” by offering the right products at lower prices

depends on the contributions of people in all of the company’s departments.


It’s time to think!

Discuss in groups to solve the following questions:

1.

What is the interrelationship between Marketing department and....

-.

Group 1: R&D department ?

-.

Group 2: Purchasing and Production department ?

-.

Group 3: Finance & Accounting Department ?

-.

Group 4: Sales Department ?

-.

Group 5: HR Department ?

(Hint: How do they support each others? What are potential conflicts?)

2. Find a practical business case study to critically analyze the importance of these interrelationship.


Planning Marketing:
Partnering to Build Customer Relationships

Partnering with Others in the Marketing System

Value delivery network is made up of the company, suppliers, distributors, and
ultimately customers who partner with each other to improve performance of the entire
system.


Learning Objective 4

Describe the elements of a customer value-driven marketing strategy and mix
and the forces that influence them.


Marketing Strategy
and the Marketing Mix


Marketing Strategy
and the Marketing Mix
Figure 2.5 The Four Ps of the Marketing Mix