AGo-Vicencio: Developing Marketing Strategies & Plans
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Transcript of AGo-Vicencio: Developing Marketing Strategies & Plans
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TOP 10 CONCEPTS inDeveloping Marketing Strategies & Plans
Presented by: Assertive Amabelle Go-Vicencio 2010 AGSB: Marketing Management
Prof. Remigio Joseph De Ungria Jr.
TEAM
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• Marketing & Customer Value (What & How)
• Corporate & Division Strategic Planning (How)
• Business Unit Strategic Planning (How)• Product Planning (How)
OUTLINE
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MARKETING & CUSTOMER VALUE
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Value Delivery Process
CHOOSING THE VALUE
SEGMENTING, TARGETING, POSITIONING
COMMUNICATING THE VALUE
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Value Chain
PRIMARY ACTIVITIES
SUPPORT ACTIVITIES
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Core Competencies
COMPETITIVE ADVANTAGE
APPLICATIONS ACROSSMULTIPLE MARKETS
COMPETITION CAN’TIMITATE
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Holistic Marketing Orientation &Customer Value
VALUE EXPLORATION
VALUE CREATION
VALUE DELIVERY
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Central Role of Strategic Planning
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CORPORATE & DIVISION
STRATEGIC PLANNING
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Defining the Corporate Mission
GOALS
COMPANYPOLICIES & VALUES
COMPETITIVE SPHEREWHERE COMPANY OPERATES
LONG-TERM VIEW
Keep It Short &Sweet
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Strategic Business Units Establishing,Assigning Resources & Assesing Growth Opportunities
INDEPENDENTUNIT
OWN SET OFCOMPETITORS
OWN MANAGER
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BUSINESS UNIT STRATEGIC PLANNING
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SWOT Analysis
THREATS
OPPORTUNITIES
EXTERNAL
WEAKENESS
STRENGHTS
INTERNAL
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Goal Formulation & Strategic Formulation
= + + +
GOALS
=
STRATEGY
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PRODUCT PLANNING:
Marketing Plan
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Marketing Plan
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• Marketing & Customer Value (What & How)
• Corporate & Division Strategic Planning (How)
• Business Unit Strategic Planning (How)• Product Planning (How)
SUMMARY