Bài giảng môn MARKETING PRINCIPLE LECTURE NOTES: Chapter 2 company and marketing strategy

9/20/2017

Company and Marketing Strategy
Topic Outline

Chapter Two
Company and Marketing Strategy
Partnering to Build Customer
Relationships
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Publishing as Prentice Hall

Chapter 2- slide 1

Companywide Strategic Planning
Strategic Planning

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Chapter 2- slide 2

Companywide Strategic Planning
The strategy must focus on
CUSTOMER

Strategic planning is the process of
developing and maintaining a strategic fit
between the organization’s goals and

capabilities

and
its
marketing opportunities

• Companywide Strategic Planning:
Defining Marketing’s Role
• Designing the Business Portfolio
• Planning Marketing: Partnering to Build
Customer Relationships
• Marketing Strategy and the Marketing
Mix
• Managing the Marketing Effort

changing

Defining
company’s
mission

Setting
objectives

Building
porfolio

Proposing
marketing
plan and
other
functional

strategies

The corporate strategy leads marketing
strategy and marketing plan
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Publishing as Prentice Hall

Chapter 2- slide 3

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Publishing as Prentice Hall

Chapter 2- slide 4


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1. Defining a Market-Oriented Mission

Companywide Strategic Planning
1. Defining a Market-Oriented Mission

Business field

Customer

• The
mission
statement
is

the
organization’s purpose, what it wants to
accomplish in the larger environment

Offering
value

Core
activities

• Market-oriented mission statement defines
the business in terms of satisfying basic
customer needs

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Publishing as Prentice Hall

Chapter 2- slide 5

Companywide Strategic Planning
2. Setting Company Objectives and Goals

Business
objectives
• Build profitable
customer
relationships
• Invest in market
research
• Improve profits

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Marketing
objectives
• Increase
market share
• Create local
partnerships
• Increase
promotion
Chapter 2- slide 7

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Chapter 2- slide 6

Companywide Strategic Planning
Designing the Business Portfolio
The business portfolio is the collection of
businesses and products that make up the
company

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Chapter 2- slide 8

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Companywide Strategic Planning
VINGROUP’S SBU
Analyzing the Current Business Portfolio
Strategic business unit (SBU) is a unit of
the company that :
- Has a separate mission and objectives
that can be planned separately from other
company businesses
- Has a own competitors
- Has a own BODs (Board of Directors) who
proposes strategy and plans

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Publishing as Prentice Hall

Chapter 2- slide 9

Companywide Strategic Planning

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Publishing as Prentice Hall

Developing Strategies for Growth and Downsizing

Developing Strategies for Growth and
Downsizing

Product/market expansion grid is a

tool for identifying company growth
opportunities through
1.
2.
3.
4.

Market penetration
Market development
Product development
Diversification

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Chapter 2- slide 11

Chapter 2- slide 10

Current
products
Current
market

1. Market
penetration

New market

2. Market

development

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New products
3. Product
development

4. Diversification

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1. Market penetration
Market penetration is a growth strategy increasing sales to
current market segments without changing the product
- Often using promotion and pricing tools

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Chapter 2- slide 13

3. Product development
Product development is a growth strategy that offers new or
modified products to existing market segments

2. Market development
Market development is a growth strategy that identifies and
develops new market segments for current products
- Develop new distribution channels, new markets

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Chapter 2- slide 14

4. Diversification
Diversification is a growth strategy for starting up or acquiring
businesses outside the company’s current products and markets

Acquired

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Chapter 2- slide 15

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Chapter 2- slide 16


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Companywide Strategic Planning

CHIẾN LƯỢC ĐA DẠNG HÓA

Developing Strategies
for Growth and Downsizing

THÂU TÓM

Downsizing is the reduction of the
business portfolio by eliminating products
or business units that are not profitable
or that no longer fit the company’s overall
strategy

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Chapter 2- slide 17

Marketing Strategy and the
Marketing Mix
Customer-Driven Marketing Strategy

Market segmentation is the division of a
market into distinct groups of buyers
who have distinct needs,
characteristics, or behavior, and who
might require separate products or
marketing mixes
Market segment is a group of consumers
who respond in a similar way to a given

set of marketing efforts
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Chapter 2- slide 19

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Chapter 2- slide 18

Marketing Strategy and the
Marketing Mix
Customer-Centered Marketing Strategy

Market targeting is the process of
evaluating each market segment’s
attractiveness and selecting one or
more segments to enter

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Chapter 2- slide 20


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Marketing Strategy and the Marketing
Mix

Marketing Strategy and the Marketing
Mix

Customer-Centered Marketing Strategy

Developing an Integrated Marketing Mix

Market positioning is the arranging for a
product to occupy a clear, distinctive,
and desirable place relative to
competing products in the minds of the
target consumer

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•
•
•
•
•
•
•

Product
Porfolio
Quality
Design
Features

Brand
Label &
Packaging
Service

Chapter 2- slide 21

Marketing mix

Promotion
Advertising
Personal selling
Sales promotion
Public relations
PR
• Direct Marketing
• Digital Marketing
•
•
•
•

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Place
• Distribution
channels
• Market coverage
• Location

• Storage
• Transportation
• Delivery

Target
Customer
MARKETING
MIX

Price
Retail price
Wholesale price
Discount
Deduction
Payment time
and policies
• Debt policies
•
•
•
•
•

Chapter 2- slide 23

Marketing mix is the set of controllable
tactical marketing tools—product, price,
place, and promotion—that the firm
blends to produce the response it wants
in the target market

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Chapter 2- slide 22

Managing the Marketing Effort
Market Planning—Parts of a Marketing Plan
Executive
summary

Marketing situation

Threats and
opportunities

Objective and
issues

SPT

Marketing
mix 4Ps

Action programs

Budgets

Controls

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Chapter 2- slide 24


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Managing the Marketing Effort

Managing the Marketing Effort

Marketing Implementation

Marketing Control

Implementing is the process that turns
marketing plans into marketing actions to
accomplish strategic marketing objectives

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Chapter 2- slide 25

Measuring and Managing
Return on Marketing Investment
Return on Marketing Investment
(Marketing ROI)
Return on marketing investment (marketing

ROI) is the net return from a marketing
investment divided by the costs of the
marketing investment. Marketing ROI
provides a measurement of the profits
generated by investments in marketing
activities.

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Publishing as Prentice Hall

Chapter 2- slide 27

• Controlling is the measurement and
evaluation of results and the taking of
corrective action as needed
• Operating control
• Strategic control

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Publishing as Prentice Hall

Chapter 2- slide 26