Documente Academic
Documente Profesional
Documente Cultură
2007-2008
CHAPTER
Designed by
Amy McGuire, B-books, Ltd.
Chapter 2
Strategic
Planning for
Prepared by
Competitive
Deborah Baker, Texas Christian University
Advantage
Learning Outcomes
LO1
LO2
LO3
Chapter 2
Learning Outcomes
LO4
LO5
LO6
LO7
Chapter 2
Learning Outcomes
LO8
LO
LO10
Chapter 2
Understand the
importance of strategic
marketing and know a
basic outline for a
marketing plan
Chapter 2
Strategic Planning
Strategic
Strategic
Planning
Planning
LO1
Chapter 2
LO1
Chapter 2
Chapter 2
Strategic Planning
Marketing
MarketingPlan
Plan
A written document that acts as a
guidebook of marketing activities
for the marketing manager.
LO1
Chapter 2
Chapter 2
10
Chapter 2
11
Chapter 2
12
LO1
Chapter 2
13
Marketing
Plan
Elements
Business Mission
Statement
Objectives
Situation or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
LO
Chapter 2
Product
Distribution
Promotion
Price
Implementation
Evaluation
Control
Copyright 2008 by South-Western, a division of Thomson Learning. All rights reserved
14
Strategic
Strategic Planning
Planning
Why
Why
Long-term
Long-term profitability
profitabilityand
andgrowth
growth
How
How
Write
Writeaamarketing
marketingplan
plan
http://www.dmusic.com
Online
Chapter 2
15
LO2
Develop an
appropriate business
mission statement
Chapter 2
16
LO2
Chapter 2
17
LO2
Chapter 2
18
LO2
Chapter 2
19
Too narrow
Too broad
Just right
Chapter 2
marketing myopia
no direction
focus on markets
served and benefits
customers seek
20
Chapter 2
21
Chapter 2
22
Values
Chapter 2
23
Wal-Mart
Wal-Mart's Mission
At Wal-Mart, we are guided by our three
founding basic beliefs, and these include:
Respect for the Individual, Service to Our
Customers, and Strive for Excellence.
We are a global retailer committed to growing
our company by improving the standard of living
for our customers and serving communities
around the world. We earn the trust of our
customers every day by providing a broad
assortment of quality merchandise and services
at every day low prices while fostering a
culture that rewards and embraces mutual
respect, integrity and diversity.
Chapter 2
24
Target
Philosophy + Values
Expect more of everything: More great design,
more choices, more convenience, more service and
more clothes, housewares and designer-created
items that youll never find anywhere else. And
pay less. Its as simple as that.
We team up with world-class designers in home,
fashion, accessories, beauty, furniture and
outdoor living and create exclusive products to
decorate and delightpeople like Michael Graves,
Amy Coe, Sonia Kashuk, Liz Lange and Isaac
Mizrahi. And since its at Target, you know
youll always find it at a reasonableor even
surprisingprice that lets you add high-quality
design to your life, in every room, every day.
Chapter 2
25
LO
Setting Marketing
Plan Objectives
Chapter 2
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Marketing
Objective
A statement of what is to
be accomplished through
marketing activities.
Chapter 2
27
28
29
Explain the
components of a
situation analysis
Chapter 2
30
SWOT Analysis
SWOT
SWOTAnalysis
Analysis
Identifying
internal strengths (S)
and weaknesses (W)
and also examining
external opportunities (O)
and threats (T)
LO4
Chapter 2
31
SWOT Analysis
Internal
External
LO4
Chapter 2
S
W
O
T
Things
Thingsthe
thecompany
companydoes
doeswell.
well.
Things
Thingsthe
thecompany
companydoes
doesnot
notdo
dowell.
well.
Conditions
Conditionsin
inthe
theexternal
externalenvironment
environment
that
thatfavor
favorstrengths.
strengths.
Conditions
Conditionsin
inthe
theexternal
externalenvironment
environment
that
thatdo
donot
not relate
relateto
toexisting
existingstrengths
strengths
or
areas
weakness.
South-Western
College
Publishing
orfavor
favor
areasof
of current
current
weakness.
32
2-8
Strengths
FedEx, Kinkos brands
Air, ground strength
Stable workforce
Opportunities
New markets (China)
Custom/special services
Presentation 2005 Marian Burk Wood - all rights reserved
More channels (Kinkos)
Chapter 2
Weaknesses
Possible labor actions
Slower growth in package
volume
Threats
Intense competition
Technology
Fuel costs
33
Biz
Flix
LO
Chapter 2
U-571
Copyright 2008 by South-Western, a division of Thomson Learning. All rights reserved
34
Environmental Scanning
Environmental
Environmental
Scanning
Scanning
LO4
Chapter 2
35
Chapter 2
36
Demographics
The characteristics of the human population
age
income
occupation
education
gender
marital status
race
religion.
Chapter 2
37
Demographic changes
Average age is increasing
Number of households are increasing by 16%
Cultural shifts growing faster than the rest of the
population
Hispanic community
African American community
Asian community.
Chapter 2
38
Economic Conditions
Stage of the Business Cycle
prosperity
recession
recovery
Inflation
Interest rates.
Chapter 2
39
Competition
Chapter 2
40
Characteristics of society
Characteristics of people in that society
Cultural values beliefs and lifestyles
Socio-cultural Patterns Changing
quickly
Chapter 2
41
Chapter 2
42
Chapter 2
43
Chapter 2
Wheeler-Lea Act
Lanham Trademark
Consumer Goods Pricing
Act
Various deregulation laws
pertaining to specific
industries
44
Chapter 2
45
Chapter 2
46
Technology
Impacts lifestyles, consumption patterns, economic
well-being
Affects how marketing is carried out
Starting new industries
Altering existing industries
Stimulates markets and other industries
Create new ways of doing business
Creates/destroys industries.
Chapter 2
47
Micro-Environment
Forces controllable by management
Suppliers
Marketing intermediaries
Internal environment
Chapter 2
48
production costs
marketing skills
financial resources
image
technology
ENVIRONMENT
INTERNAL
Strengths
Weaknesses
Chapter 2
49
social
demographic
economic
technological
political / legal
ENVIRONMENT
EXTERNAL
Opportunities
competitive
Threats
Chapter 2
50
Identify sources
of competitive
advantage
Chapter 2
51
Competitive
Competitive
Advantage
Advantage
Chapter 2
52
Cost
Cost
Types
Typesof
of
Competitive
Competitive
Advantage
Advantage
Product/Service
Product/Service
Differentiation
Differentiation
Niche
Niche Strategies
Strategies
Chapter 2
53
Advantage
Cost
Cost
Competitive
Competitive
Advantage
Advantage
Chapter 2
54
Advantage
55
Experience
Experience Curves
Curves
Product
Product Design
Design
Efficient
Efficient Labor
Labor
Reengineering
Reengineering
No-frills
No-frills Products
Products
Production
Production Innovations
Innovations
Government
Government Subsidies
Subsidies
New
New Service
Service
Delivery
Delivery Methods
Methods
Chapter 2
56
Chapter 2
57
LO5 Examples of
Product/Service Differentiation
Brand names
Strong dealer network
Product reliability
Image
Service
Chapter 2
58
Advantage
Niche
Niche
Competitive
Competitive
Advantage
Advantage
Chapter 2
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Advantage
60
Competitive Advantage
Patents
Patents
Copyrights
Copyrights
Locations
Locations
Equipment
Equipment
Technology
Technology
Skills
Skills and
and Assets
Assets
of
of an
an
Organization
Organization
Chapter 2
Customer
Customer Service
Service
Promotion
Promotion
61
Cost
Cost
$$
Chapter 2
Product/Service
Product/Service
Differentiation
Differentiation
AAvs.
vs.BBvs.
vs.CC
Niche
Niche
Strategies
Strategies
62
LO6
Strategic Directions
Identify strategic
alternatives
Chapter 2
63
Chapter 2
Market
Development
Product
Development
Diversification
Introduce new
products
into new markets
64
LO
Ansoffs Strategic
Opportunity Matrix
Present Product
New Product
Present
Market
Market
Penetration
Product
Development
New
Market
Market
Development
Diversification
http://www.pg.com
Online
Chapter 2
65
66
Chapter 2
Stars
Problem
Children
Cash Cows
Dogs
67
BCG Matrix
Method focuses on the potential of a firms existing
successful products to generate cash that the firm can
then use to invest in new products
New products are chosen for their potential to become
future cash generators
Two dimensions:
Market growth rate
Relative market share
Chapter 2
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Chapter 2
69
Chapter 2
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Chapter 2
71
Chapter 2
72
Disneys Touchstone
Disney
emphasizes
its movie
brand for
grownups as
a star
Chapter 2
73
Build
Hold
Harvest
Divest
Chapter 2
74
customers
Market penetration
share
Product development
products
new products +
new markets
Diversification
Chapter 2
75
Discuss target
market strategies
Chapter 2
76
Marketing Strategy
Marketing
Marketing
Strategy
Strategy
LO7
Chapter 2
77
LO7
Chapter 2
78
LO7
Chapter 2
Appeal
Appeal to
to multiple
multiple markets
markets
with
with multiple
multiple marketing
marketing mixes
mixes
Copyright 2008 by South-Western, a division of Thomson Learning. All rights reserved
79
Chapter 2
Multiple Markets
Single Market
80
LO8
Describe the
elements of the
marketing mix
Chapter 2
81
LO8
Chapter 2
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LO8
Chapter 2
83
Product
Products can be
Tangible goods
Ideas
Services
LO8
Chapter 2
84
Place
LO8
Chapter 2
85
LO8
Chapter 2
Promotion
http://www.paramount.com
http://www.warnerbros.com
http://www.universalstudios.com
Online
86
Price
LO8
Chapter 2
87
Chapter 2
88
LO
Following Up on
the Marketing Plan
Explain why
implementation,
evaluation, and control
of the marketing plan
are necessary
Chapter 2
89
Following Up on
the Marketing Plan
Implementation
Evaluation
Control
Marketing audit is
Comprehensive
Systematic
Independent
LO9 Periodic
Chapter 2
http://www.youngbiz.com
Online
90
Evaluation
Product
Product
Place
Place
Promotion
Promotion
Price
Price
Met
Met
objectives?
objectives?
Audits
Audits
comprehensive
comprehensive
systematic
systematic
independent
independent
periodic
periodic
Chapter 2
91
Identify several
techniques that help
make strategic
planning effective
Chapter 2
92
Continual
Continual
attention
attention
Creativity
Creativity
Management
Management
commitment
commitment
Effective
Effective
Strategic
Strategic
Planning
Planning
Chapter 2
93
Starbucks Mission
Establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles while we grow.
The following six guiding principles will help us measure the
appropriateness of our decisions:
Provide a great work environment and treat each other with
respect and dignity.
Embrace diversity as an essential component in the way we do
business.
Apply the highest standards of excellence to the purchasing,
roasting and fresh delivery of our coffee.
Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.
Chapter 2
94
Strategy
Starbucks continues to target opening at least 1,800 new
stores on a global basis in fiscal 2006.
Continued innovation
New formats
Entertainment
Tactics
In the United States, Starbucks plans to open approximately
700 Company-operated locations and 600 licensed locations.
In International markets, Starbucks plans to open
approximately 150 Company-operated stores and 350 licensed
stores;
Chapter 2
95
Starbucks Entertainment
Starbucks Coffee Company launched Starbucks
Entertainment in 2004 to help customers
discover quality entertainment options as part
of their daily coffee routines.
Acquired Hear Music in 1999 to become
Starbucks Hear Music, the sound of music at
Starbucks
Starbucks Entertainment extended beyond
music and announced a unique partnership
with Lionsgate to market and distribute the
inspirational film Akeelah and the Bee.
The company expects the film to be the first
of many such partnerships that help
customers discover unique and rewarding
entertainment.
Chapter 2
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Chapter 2
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Chapter 2
100
Where do Starbucks
initiatives fit?
New stores in
the US
New stores
globally
Tea
beverages and
products
Grocery store
and bookstore
beverage sales
Music and
entertainment
Chapter 2
101