Marketing quốc tế Slides BUSM2412 unit 2 s1 08 compatibility mode

Unit
U
i 2 - The
Th Role
R l off M
Marketing
k i
in a Modern Organisation
Planning and the Marketing Process

1


Previewing the Concepts
Explain
E
l i companywide
id strategic
t t i planning
l
i and
d
its four steps.
Discuss how to design business portfolios
and growth strategies.
p
functional p
planning
g strategies
g
and

Explain
asses marketing’s role in strategic planning.
Describe the marketing process and the
f
forces
that
th t influence
i fl
it.
it
List the marketing management functions,
including the elements of a marketing plan.
plan
2


Planning
Many companies operate without formal
plans, yet these plans can provide many
benefits such as:
encouraging management to think ahead
systematically,
y
y,
forcing managers to clarify objectives and
policies, and
p
helping the company to anticipate and respond
quickly to environmental changes and sudden
developments.

3


Strategic Planning
Strategic
g Planning
g is the Process of
Developing and Maintaining a
g Fit Between the
Strategic
Organizations' Goals and
p
and Its Changing
g g
Capabilities
Marketing Opportunities.

4


Steps in Strategic Planning

5


3M
A mission statement
is a statement of an
organisation’s
i ti ’

purpose.
“ 3M solves
“…
sol es
people’s problems by
putting innovation to
work for them.”
 />6


Setting Company Objectives
and Goals
Mission
Statement

Marketing
M
k i
Objective # 1

Marketing
Strategy

Marketing
Strategy

Marketing
M
k i
Objective # 2

Marketing
Strategy

Marketing
M
k i
Objective # 3

Marketing
Strategy

Marketing
Strategy

7


Designing the Business Portfolio
The business portfolio is the collection of
businesses and products that make up the
company.
The company must:
analyse its current business portfolio or Strategic
Business Units (SBU’s),
decide which SBU
SBU’s
s should receive more
more, less
less, or no

investment,
pg
growth strategies
g
for adding
g new p
products or
develop
businesses to the portfolio.
8


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are needed to see this picture.

9


The Marketing Process

10


The Five Cs
Company
p y
Internal Resources, Capabilities

Customers

Needs, wants and characteristics of current &
potential Customers

Competitors
Strengths and Weaknesses of competitors

Collaborations
Co abo at o s
Opportunities and Threats

Context
Environment
11


Macroenvironment
 PESTLE
 Political Issues
 Economic Forces
 Socio-cultural Changes
 Technological Changes
 Legal and Regulatory
Changes
 Environmental Forces

 PEST
 Political/Legal Factors
 Economic Factors
 Socio-cultural Factors
 Technological Changes

12


Analyzing Current SBU’s:
BCG Growth-Share
G
h Sh
M
Matrix
i
Relative Market Share

Low

Markket Grow
wth Ratte

Hig
gh

High

Stars
• High growth & share
• Profit potential
• May need heavy
investment to grow

Cash Cows

• Low
L
growth,
th high
hi h share
h
• Established, successful
SBU’s
• Produce cash

Low

Question Marks

?

• High growth, low share
• Build into Stars or phase out
• Require cash to hold
market share

Dogs

• Low growth & share
• Low profit potential

13


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TIFF (Uncompressed) decompressor
are
a
e needed
eeded to
o see this
sp
picture.
cue

14


The GE Matrix
Business Strength
Strong

Average Weak

Industry High
Attractiveness Medium
Low
15


Problems With Matrix Approaches
Can be Difficult, Time-Consuming, Costly to Implement

Difficult to Define SBU’s & Measure Market Share/Growth

Focus on Current Businesses
Businesses, But Not Future Planning

Can Lead to Unwise Expansion or Diversification
16


Planning
g Cross-Functional
Strategies
Marketing’s Role in Strategic Planning

Guiding
Philosophy

Inputs to
g
Strategic
Planners

Design
Strategies

17


Value Delivery Network
Company’s
Value
Chain

Customers

Suppliers

Distributors

18


Porter’s
Porter
s 5 Forces Model

19


SWOT Analysis
Draws Together strategic conclusions and their
implications based on the facts

Positive
Implications

Negative
g
Implications

Internal

Strengths

Weaknesses

External

Opportunities Threats

20


Connecting With Customers
Market Segmentation: determining distinct groups
of buyers (segments) with different needs,
characteristics, or behavior.
Market Targeting: evaluating each segment’s
attractiveness and selecting
g one or more segments
g
to enter.
g arranging
g g for a p
product to
Market Positioning:
occupy a clear, distinctive, and desirable place
relative to competing products in the minds of
t
target
t consumers. i.e.
i Chevy
Ch

Bl
Blazer iis “lik
“like a rock.”
k”
21


Whatt iis th
Wh
the diff
difference between
b t
a
market segment and a market target?

22


Developing the Marketing Mix

23


The 4 P’s
P s & 4 C’s
C s of the
Marketing Mix
4 P’s
Product
Price

Place
Promotion

4 C’s
Customer Solution
Customer Cost
Convenience
Communication

24


Sometimes there are some
extra Ps
People
Physical Evidence
Process

25