Professional Documents
Culture Documents
12th edition
2
Developing
Marketing
Strategies and Plans
Kotler Keller
Chapter Questions
• How does marketing affect customer
value?
• How is strategic planning carried out
at different levels of the organization?
• What does a marketing plan include?
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Figure 2.1 The Value Delivery Process
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Nike Creates Value
2-4
Improving Value Delivery the
Japanese Way
0 customer
feedback time
0 product
0 setup time
improvement time
0
0 defects
purchasing time
2-5
3 V’s Approach to Marketing
2-6
Figure 2.2 Porter’s Value Chain
2-7
Benchmarks
Competitor costs
Organizational costs
and performance
and performance
Measures
Measures
(Biaya organisasi
(Biaya organisasi
dan Ukuran
Dan Ukuran kinerja)
kinerja Pesaing)
2-8
Core Business Processes
Market sensing
Customer relationship management
seluruh aktivitas yang meliputi
Sel. Kegiatan termasuk membangun
pertemuan intelejen Pasar,
Pemahaman, hubungan dan
disebarkan kpd org. dan
Saran kpd individu pelanggan
Bermain-main mencari informasi
2-9
Wal-Mart’s stock replenishment
process is legendary
2-10
Characteristics of Core Competencies
(Karakteristik dari Persaingan Utama)
2-11
Netflix’s Distinctive Capabilities
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Figure 2.3 A Holistic Marketing Framework
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Challenges Facing CMO’s
2-14
Levels of a Marketing Plan
• Strategic • Tactical
– Target marketing – Product features
decisions – Promotion
– Value proposition – Merchandising
– Analysis of – Pricing
marketing – Sales channels
opportunities
– Service
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Figure 2.4 The Strategic Planning,
Implementation, and Control Processes
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Corporate headquarters’ planning activities
2-17
Good Mission Statements
2-18
Major Competitive Spheres
Industry
Geographical Products
Vertical Competence
channels
Market
segment
2-19
GE’s breakthroughs in the process of desalination
crosses multiple competitive spheres
By 2015, two-
thirds of the
world will be
water-stressed.
Desalination
plants like this
one help to relieve
water shortages.
2-20
Rubbermaid Commercial Products, Inc.
2-22
eBay
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Table 2.2
Product Orientation vs. Market Orientation
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Dimensions That Define A Business
Customer
groups
Customer
Technology
needs
2-25
Characteristics of SBUs
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Figure 2.5 The Strategic Planning Gap
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Figure 2.6
Ansoff’s Product-Market Expansion Grid
2-28
The Growth of Starbucks
2-29
Organizations
Culture
Policies
Structure
2-30
Merging Corporate Culture?
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Figure 2.7 The Business Unit
Strategic Planning Process
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SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
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Market Opportunity Analysis
(MOA)
• Can the benefits involved in the opportunity
be articulated convincingly to a defined
target market?
• Can the target market be located and
reached with cost-effective media and trade
channels?
• Does the company possess or have access
to the critical capabilities and resources
needed to deliver the customer benefits?
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Market Opportunity Analysis
(MOA)_2
• Can the company deliver the benefits better
than any actual or potential competitors?
• Will the financial rate of return meet or
exceed the company’s required threshold
for investment?
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FedEx
FedEx added
Sunday deliveries
based on customer
requests and
market demand
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Figure 2.8 Opportunity Matrix
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Figure 2.8 Threat Matrix
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Goal Formulation and MBO
• Requirements for using MBO
– Unit’s objectives must be hierarchical
– Objectives should be quantitative
– Goals should be realistic
– Objectives must be consistent
2-39
Porter’s Generic Strategies
Differentiation
Focus
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The Star Alliance
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Categories of Marketing Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
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Feedback and Control
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Marketing Plan Contents
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls
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Evaluating a Marketing Plan
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Marketing Debate
Take a position:
1. Mission statements are critical to a
successful marketing organization.
2. Mission statements rarely provide
useful marketing value.
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Marketing Debate
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