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MS-CT-KK-C2 Developing MKT strategies & plans (Corporate &…
MS-CT-KK-C2 Developing MKT strategies & plans
MKT & C value
the value delivery process -- choosing the value, providing the value, communicating the value
the value chain
9 strategic activities
5 primary activities
-- inbound logistics, or bringing materials into the business; operations/converting materials into final products; outbound logistics/shipping out final products; MKT-sales; services
4 support activities
-- procurement; technology development; HR management; firm infrastructure
Core business process
the market-sensing process
the new-offering realization process
the customer acquisition process
the CRM process
the fulfillment management process
core competencies
3 characteristics: a source of competitive advantage and make contribution to perceived C benefit; has applications in a wide variety of markets; difficult for competitors to imitate.
3 steps to maximize: 1) defining the business concepts; 2) shaping the business scope (geographically); 3) positioning the company's brand identity.
The central role of strategic planning
3 key planning area
: 1)managing the business as an investment portfolio; 2) assessing the market's growth rate and the company's position in that market; 3) establishing a strategy
4 organization levels: corporate; division; business unit; product
MKT plan
strategic marketing plan
tactical MKT plan
Corporate & division strategic planning
1.Defining the corporate mission
Mission statement -- classify by: industry, products&applications, competence, market segment, vertical, geographical
MKT definition vs target MKT definition
2.Establishing strategic business units (SBUs)
3 characters: a single business; has own set of competitors; has a manager controls most of the factors affecting profit.
3.Assessing resources to each strategic business unit
4.Assessing growth opportunities
strategic-planning gap: intensive growth, integrative growth, diversification growth
Organization & organization culture
MKT innovation
Business unit strategic planning
process: Business mission - SWOT analysis (external & internal environment) - goal formulation - strategy formulation (MKT S, technology S, sourcing S) - program formulation - implementation - feedback & control
Spotting opportunities
benefit from covering industry trends & introduce hybrid products/services new to the market
Make a buying process more convenient / efficient
Meet the need for more information & advice
Customize a product/service
Introduce a new capability
Deliver a product faster
Offer a product in a lower price
Strategic alliance: Product/service A; promotional A; Logistics A; Pricing collaborations
The nature & contents of a MKT plan
contents of MKT plan: situation analysis; MKT S; MKT tactic; financial projections; implementation control
The role of research
The role of relationships
from MKT plan to MKT action