El marco general del mktg
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MARCO GENERAL MARKETING ESTRATEGICO Antonio Fontanini, Profesor Asociado @ EOI
Internal Environment
External Environment
The Strategic Management
Process Strategic Intent Strategic Mission
Strategic Competitiveness Above Average
Returns Feedback
Strategy Formulation
Business-Level Strategy
Competitive Dynamics
Corporate-Level Strategy
International Strategy
Cooperative Strategies
Acquisitions & Restructuring
Strategy Implementation
Corporate Governance
Structure & Control
Strategic Leadership
Entrepreneurship & Innovation
Stra
tegi
c In
puts
St
rate
gic
Act
ions
St
rate
gic
Out
com
es
Customers Needs and other
Segmenting Dimensions
Company Mission, Objectives,
& Resources
Competitors Current & Prospective
Marketing Strategy Planning 4C Analysis
Marketing Strategy Planning
Customers Needs and other
Segmenting Dimensions
Company Mission, Objectives,
& Resources
Competitors Current & Prospective
S. W. O. T.
Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic
4C Analysis SWOT Analysis
Marketing Strategy Planning
Customers Needs and other
Segmenting Dimensions
Company Mission, Objectives,
& Resources
Competitors Current & Prospective
Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic
Targeting & Segmentation
Positioning & Differentiation
S. W. O. T.
4C Analysis SWOT Analysis STPD
Marketing Strategy Planning Process
Customers Needs and other
Segmenting Dimensions
Company Mission, Objectives,
& Resources
Competitors Current & Prospective
Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic
Targeting & Segmentation
Positioning & Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
S. W. O. T.
MIX Analysis
People, Post Sale service Personal experience, Process
• Total Product Concept • Branding • Packaging • Warranties • Product-line assortment • New product Developm.
Product Strategy Decision Areas
Three Thrusts • Distribution Channels • Logistics • Roles of Middlemen
Place Strategy Decision Areas
Strategy decisions to blend: • Personal Selling • Advertising • Publicity • Sales Promotion
Promotion Strategy Decision Areas
• Pricing objectives
• Pricing Policies
• Price Flexibility
• Levels over PLC
• Discounts and allowances
• Geographic terms • Legal factors
• Markup chain in channels
• Costs/Value Innovation
• Demand (price sensitivity)
• Competition/Substitutes
Price Strategy Decision Areas
Product Physical Goods Service Features Quality Level Accessories Installation Instructions Warranty Product Lines Packaging Branding
Place Objectives Channel Type Market Exposure Kinds of
Middleman Kinds and
Locations of Stores
How to Handle Transporting and Storing
Service Levels Recruiting
Middlemen Managing
Channels
Promotion
Objectives Blend Salespeople Kind Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type Copy Thrust Who Prepares? Sales Promotion Publicity
Price
Objectives Flexibility Level over PLC Geographic
Terms Discounts Allowances
Strategy decisions organized by the 4 basic Ps
Marketing Strategy Planning Process
Customers Needs and other
Segmenting Dimensions
Company Mission, Objectives,
& Resources
Competitors Current & Prospective
Context: External Market Environment Technology, Political & Legal, Social & Cultural, Economic
Targeting & Segmentation
Positioning & Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
S. W. O. T.
MIX Analysis
People, Post Sale service Personal experience, Process
LAS LEYES INMUTABLES DEL MKTG
THE INMUTABLE LAWS OF MKTG
The Law of Leadership: "It is better to be first than be the best” The Law of Category: "If you can not be first in a category, set up a new category you can be first in” The Law of Perception: "Marketing is not a battle of products: it is a battle of perception" (the effect "everyone knows" that Volvo is the safest car, etc.) The Law of Division: "Over time, a category will divide in two or more categories” The Law of Acceleration: "Successful Programs are not built on fads, they are built on trends". The Law of Brand Extension: ”You can not extend a brand to unrelated products”.
Role of marketing Corporate/B.U. Level The policy question ”How to develop a customer focus?” Marketing´s answer Bring the voice of the customer into the
organization Tools Market research, customer visits, market
orientation audits
Role of marketing Product Level The policy question ”How to best adapt to the market?” Marketing´s answer Develop a value proposition and
competitive positioning based on customer needs
Tools Customer and competitive analysis
Role of marketing Executional Level The policy question ”How to go to market?” Marketing´s answer Integrate the mix to deliver what the
target market wants Tools Consumer research, product testing, comm
research, channel audits, etc.
GRACIAS.GRACIAS. GRACIAS.GRACIAS. GRACIAS.GRACIAS. GRACIAS.GRACIAS. GRACIAS.GRACIAS.