Documente Academic
Documente Profesional
Documente Cultură
by
Professor Malcolm McDonald
Cranfield School of Management
delivering it
● measuring the effectiveness of the value actually
delivered
Map of the marketing domain
Define markets
& understand
value
Deliver
value
Application areas
Define markets
Planning
& understand support
value tools
Data
warehouse
Intranet
Monitor Create
value value proposition
CRM
Internet
Communicate
& deliver
value
Define markets and understand value
Define
markets & segments
- Corporate
mission/objectives
- External data
inc. market research Understand *
- Internal data value required
from value delivery (by the customers)
Evaluate * Understand
competitor value
market/segment
attractiveness positioning
Analysis
Key elements of world class marketing
OIO0599.7
Create the value proposition
Analysis
Choose markets/
Corporate
segments
objectives
*
Define objectives
value received
Define price/value
proposition
Define marketing
Cost
strategies
Convenience
How value is to be delivered /
Communication
communicated
Consumer wants
& needs Price
- product/service Place - distribution
benefits Promotion * - marketing
communications
Product/service - features
- customer service
Marketing Plan(s)
Deliver value
Define Create value
Markets proposition
Exchange information
Communicate the offer (implement integrated marketing communications plan) Monitor Mgr. Comm.
Across media:
programs
Measurement: *
Design and implement
marketing communication programs
* • Mass media
• Mail
Attitudes
- awareness
• Telephone - perceptions
• Personal contact - etc
Design program Negotiate/tailor
• Electronic eg Net Behaviour
Initiate dialogue Commit
• etc - conversion rates
Exchange information Exchange value
- etc
Customer information
Define marketing strategy for promotion
e.g test drive,
demonstration,
5 senses
Place
Channel/Medium Distribution
Choice Strategy
Integrated marketing
communications plan
Monitor value
Exchange information
General comments
A strategic marketing plan should be a clear and simple
summary of key market trends, key target segments, the
value required by each of them, how we intend to create
superior value (to competitors), with a clear prioritisation of
marketing objectives and strategies, together with the
financial consequences.
Analysis Brands
Mktg. Ansoff
Res. Matrix
Position
Life
Product cycle
Promotion
Mngmt. Place Management Mkt.
Management Diffusion Growth
Price
Mkt.
Boston Share
Sales
Channel Matrix
Promotion Segmen-
mngmt.
tation
PIMS
Adv. Objectives,
Customer
Strategies,
Service
Sales Programmes,
Marketing
Force Budgets, Forecasts,
Organisation
Plans
PDM
Assumptions
The marketing The output of the marketing planning process Marketing theory
Planning process
Strategic marketing plan contents (Structures, frameworks, models)
Objective of Centre
Business unit
Mission & targets
Definitions
Product markets
Financial performance
Conduct audit SWOT analysis
Summarise audit
Financial performance
Produce a
strategic Predict trends Update SWOT analysis
marketing
Summarise trends
plan
Assess objectives
Hierarchical decomposition of the tasks involved in
producing a strategic marketing plan (2)
Life cycle
Financial
performance
Porter
matrix
Strengths &
weaknesses CSF bar
chart
Perpetual
SWOT map
Opportunities
analysis
& threats
Competitor
Conduct audit analysis
Aggregated
life cycle
Gap
analysis
Summarise
audit
Boston
matrix
Directional
policy matrix
Some major technique interrelationships
used in strategic marketing planning
Cost volume Product life forecast Gap
experience cycle analysis
curve
Porter Boston
matrix New product
matrix
development
priorities,
portfolio
differentiation positioning balance
new
ideas,
CSF bar
horizontal
Strategy risk Ansoff
chart Matrix
axis Formulation
product-
axes priorities, future potential
market
positioning portfolio balance choice