Part 3 Developing Marketing Strategies and Plans Resource Person - - PowerPoint PPT Presentation

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Part 3 Developing Marketing Strategies and Plans Resource Person - - PowerPoint PPT Presentation

Aug 16, 2023 329 likes •739 views

Part 3 Developing Marketing Strategies and Plans Resource Person MATHISHA HEWAVITHARANA MBA (Col),BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF

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Part – 3 Developing Marketing Strategies and Plans

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MATHISHA HEWAVITHARANA MBA (Col),BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF (IBSL), AIB (IBSL), MSLIM(SL), Head of Branches - Siyapatha Finance PLC

Resource Person

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Chapter Contents

  • Value Chain & Supply Chain Management
  • Strategic Planning
  • Strategic Positioning
  • Marketing Plan
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Marketing & Value Creation

“The Task of Any Business is to Deliver “Customer Value” at a profit. This can be done by fine tuning the “Value Delivery Process” by creating “Superior Value” To customers”

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The Value Chain

Michael Porter has proposed the “Value Chain” Concept As a Tool For Identifying Ways To Create More Customer Value. Business operations are value creating activities. The Value Chain framework of Michael Porter is a model that helps to analyze specific activities through which firms can create value and competitive advantage.

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The Value Chain

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The Value Chain

“Margin” in the above diagram represents “Profit” to be earned by the firm as a result of the value creation / addition done by the firm in its business process from the time of getting raw material / input to the system. Value chain consists of;

  • Primary Activities
  • Secondary Activities (Support Activities)
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The Value Delivery Network

A Value network consists of the interconnected value chains of all organizations in the supply chain from raw material production to the end customer delivery. Value activities and linkages between value activities are not restricted to an

  • rganization's own business activities.
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The Value Delivery Network

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Secrets of Business Success

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What Is Strategy?

“ Anybody Can See Tactics, But Nobody Can See the Strategy !!”

  • San Tzu
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What Is Strategy?

“Collection of Activities Carried out to Achieve a Pre-determined Status”

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Assessing Growth Opportunities

INTENSIVE GROWTH – Product Market Expansion INTEGRATIVE GROWTH – Backward, Forward & Horizontal Integration\ DIVERSIFICATION GROWTH – New Business Opportunities

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Setting Corporate Direction

“Where to Go” is defined By setting Corporate Direction. Corporate Direction can be set at Different Strategic Levels;

  • Corporate Vision
  • Corporate Mission
  • Corporate Goals
  • Corporate Objectives
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Setting Corporate Direction

Vision is the Ultimate Dream of the Business . It Answers the Question “What The Company Wants to Become ?” Vision is long-term Oriented, Qualitative And Seems to be Unrealistic. Vision is Developed by the Corporate management & it gives the Brodest Picture of the future direction (Desired End Status).

CORPORATE VISION

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Setting Corporate Direction

“To be earth’s most customer centric company ; to build a place where people can come to find and discover anything they might want to buy

  • nline.”
  • Amazon.com

“ Create a Better Every Day life”

  • IKEA

“Ensure that BMW group is the leading provider of premium products and premium services relating to individual mobility”

  • BMW

“To become the most customer preferred commercial bank in Sri Lanka”

  • Pan Asia Bank

CORPORATE VISION

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Setting Corporate Direction

CORPORATE MISSION

Mission is the Reason for the Existence of the Business . It Answers the Question “What Business are You in ?” Mission is long-term Oriented, Qualitative And Seems to be Unrealistic. Mission is Developed by the Top management & it Talks about Products / Services, Customers, Markets, Employees, values etc….

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Setting Corporate Direction

CORPORATE MISSION

Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital

  • entertainment. By ensuring synergy between businesses within the organization,

Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.

  • Sony Corporation

"Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We will meet our challenging goals by engaging the talent and passion of people, who believe there is always a better way."

  • Toyota Corporation
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Setting Corporate Direction

CHARACTERISTICS OF A GOOD MISSION STATEMENT

  • Limited number of Goals
  • Highlighting Major Policies & Values
  • Defining Core Competitive Advantages
  • Long-term View
  • Short, Memorable & Meaningful
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Setting Corporate Direction

CORPORATE GOALS

Goals are the Specific targets set by an organization With long-term perspectives. Goals are Quantitative And Seems to be realistic. Goals are Developed by the tactical management .

(profitability / market Share / Product Lines / Channel Network etc..

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Setting Corporate Direction

CORPORATE OBJECTIVES

Objectives are the Specific targets set by an organization With Short-term perspectives. Objectives are “SMART” And are Developed by the tactical / operational management .

(Specific / Measureable / Acheivable / Realistic / Time Bounded)

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Strategic Business Units (SBU’s)

  • It is a single business or

collection of related businesses

  • It has its own set of

competitors

  • It has a leader responsible

for strategic planning and profitability

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Strategic Business Units (SBU’s)

“ The strategic business unit (SBU) is a separate, specialized subsystem in the company, which acts as an independent company. For the first time SBU concept has been applied by the U.S. company General Electric. SBUs are small businesses with a high functional and decision-making autonomy.”

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SWOT ANALYSIS

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SWOT ANALYSIS

STRENGHTS

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SWOT ANALYSIS

WEAKNESSES

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SWOT ANALYSIS

OPPORTUNITIES

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SWOT ANALYSIS

THREATS

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TOWS MATRIX

STRATEGIC RECOMMENDATIONS

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ANSOFF MATRIX

PRODUCT – MARKET MATRIX

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ANSOFF MATRIX

MARKET PENETRTION

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ANSOFF MATRIX

PRODUCT DEVELOPMENT

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ANSOFF MATRIX

MARKET DEVELOPMENT

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ANSOFF MATRIX

DIVERSIFICATION

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Marketing Plan

  • Concept
  • Context
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Marketing Plan

A Marketing Plan is a Written Document that Summarizes what the Marketer has Learned about the Market Place and Indicates how the Firm Plans to Reach it’s Marketing Objectives.

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Key Elements of a Marketing Plan

1.0 Executive Summary

1.1 Introduction to the Company 1.2 Brief Overview of the Marketing Plan

2.0 Situation Analysis

2.1 PESTLE Analysis 2.2 Five Forces Analysis 2.3 Competitor Analysis 2.4 Market Need Analysis 2.5 Market Trend & Market Size Analysis 2.6 CSF Analysis 2.6 SWOT Analysis & TOWS Matrix

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Key Elements of a Marketing Plan

3.0 Corporate Direction

3.1 Corporate Vision 3.2 Corporate Mission 3.3 Corporate Goals & Objectives

4.0 Marketing Strategy

4.1 STP Strategy 4.2 Ansoff Matrix 4.3 Marketing Mix

5.0 Implementation & Controling

5.1 Gannt Chart & Action Plan 5.2 Monitoring & Controling

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Review

  • Value Chain & Supply Chain Management
  • Strategic Planning
  • Strategic Positioning
  • Marketing Plan
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Thank You ! 0773 – 29 20 29 mathihewa@yahoo.com