1. The value delivery process
• CHOOSING THE VALUE
• PROVIDING THE VALUE
• COMMUNICATING THE VALUE
2. The Value chain
• A tool for identifying ways to create more customer value
• Every firm is a synthesis of activities performed to design, produce, market, deliver, and support its product.
3. Core competencies
A core competency has three characteristics:
•It is a source of competitive advantage and makes a significant contribution to perceived benefits.
• It has applications in a wide variety of markets.
• It is difficult for competitors to imitate.
4. Company’s core competencies
• Co-ordination of core business processes
•Market & internal intelligence, analysis & acting on it
•Innovation & new development processes
•Acquiring new customers & new target markets
•Customer relationship management
•Fulfillment management process
•Market position against competitors
5. Central role of strategic planning
•Managing the businesses as an investment portfolio
•Assessing the market’s growth rate and the company’s position in that market
•Establishing a strategy
6. Strategic Planning, Implementation, and Control Processes
7. Good Corporate mission
•Focus on a limited number of goals
•Stress the company’s major policies and values
•Define the major competitive spheres within which the company will operate
•Take a long-term view
•Are as short, memorable, and meaningful as possible
8. Assessing growth opportunities
• Intensive Growth--Corporate management should first review opportunities for improving existing businesses
•Integrative Growth--A business can increase sales and profits through backward, forward, or horizontal integration within its industry.
•Diversification Growth--Diversification growth makes sense when good opportunities exist outside the present businesses.
•Downsizing and Divesting Older Businesses--Companies must carefully prune, harvest, or divest old businesses to release needed resources for other uses and reduce costs.
10. Market Opportunity Analysis (MOA)
• Can we articulate the benefits convincingly to a defined target market(s)?
• Can we locate the target market(s) and reach them with cost-effective media and trade channels?
• Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits?
• Can we deliver the benefits better than any actual or potential competitors?
• Will the financial rate of return meet or exceed our required threshold for investment?
11. Marketing Plan--
The central instrument for directing and coordinating the marketing effort.
12. Marketing Plan Contents
• Executive summary
• Table of contents
• Situation analysis – internal & external analysis
• SWOT analysis
• Marketing objectives
• Target market & positioning
• Marketing strategy
• Implementation plan
• Financial projections
• Evaluation & controls
13. A good marketing plan is:
•simple • complete • specific • realistic • measurable
