STRATEGIC MARKETING An Introduction Resource Person: Aly Raza Syed March 2009.
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Transcript of STRATEGIC MARKETING An Introduction Resource Person: Aly Raza Syed March 2009.
STRATEGIC MARKETING
An IntroductionResource Person:
Aly Raza Syed
March 2009
STRATEGY
STRATEGY
• S = Spot• T = Trend• R = Review• A = Apply• T = Tactics• E = Evaluate• G = Greater• Y = Yields.
STRATEGY
• After SPOTTING TRENDS externally, you have to REVIEW the organization internally (its policy , its tactics, its action plan and its Resources). Then you APPLY your TACTICS. You EVALUATE which strategies or tactics give you the GREATEST YIELD.
SMPThe Steps
External Environment Opportunities & Threats
Internal Environment
Strategy Formulation
Macro Environment Industry Environment
Firms Resources, Organizational Mission & Goals
Corporate Strategy Formulation
Business UnitStrategy Formulation
FunctionalLevel
Strategy ImplementationOrganizational Structure, Leadership Power & Culture
Strategic ControlStrategic Control Process & Performance
CORPORATE LEVEL
BUSINESS UNITLEVEL
FUNCTIONALLEVEL
Levels of Management
Levels of Management.
FAUJI FOUNDATION
FactoryManager
FactoryManager
ManagerMarketing
ManagerMarketing
ManagerAdmin
ManagerAdmin
FAUJI UPJOHNFAUJI
UPJOHN
FAUJICEMENT
FAUJICEMENT
FAUJICEREALS
FAUJICEREALS
THE ENVIRONMENT
THE ENVIRONMENT
External Internal
Macro Micro
DEEP-LIST SuppliersCustomers
CompetitorsIntermediaries
Controllable VariablesMission/Goals/
Objective4 Ps
StructureSOP’s
Market Types:
• Market Place• Market Space• Meta Markets
Consumer Market vs.
Industrial Market
Needs Vs. Wants
Types of Competitors
• Direct Competitors
• Indirect Competitors
• Substitute Competitors
• Generics
Competition
• Market Leader
• Market Challenger
• Market Follower
Competitive Strategies
The Process of Marketing
Market Segmentation
Target Marketing
Marketing Mix
SATISFACTION
• When customer gets Value– Total benefits > Total Cost
• Where Utility is created
The Market Mix
The Four Hard P’sProduct
PricePlace
Promotion
The Three Soft P’s
PeopleProcess
Physical Evidence
The Marketing Mix
• Product• Place
• Price
• Promotion
Product Vs. Services
• Products:– Tangible
Services
Intangibility
Perishability
SimultaneousProduction
andConsumption
Heterogeneity
The Marketing Mix
• Product
• Promotion• Place
• Price
Tool for Sales Promotion• Coupons• Premium Prices• Rebates and discounts• Sampling• Sponsorships• Event Marketing• Trade Shows• Product placement• Public Relations• Publicity
Advertising• Newspapers• Telephone• Direct Mail• Radio• Yellow Pages• Magazines• Out of home Advertising:
– POS/ Billboards/Posters/Banners/Wall Chalking
• Interactive Media– The Internet
PUSH vs. PULL Strategy
Unique Selling Prepositions
POSITIONING
The Marketing Mix
• Product
• Promotion
• Place• Price
Distribution/Place
• Direct
• Indirect– Retailing– Wholesaling
Consumer Marketing Channels
The Marketing Mix
• Product
• Promotion
• Place
• Price
Price
• Market Penetration Pricing
• Market Skimming Pricing
• Par Pricing
• Psychological Pricing
• Uniform Pricing
• Geographic Pricing
Price Computation Strategies
• Cost Plus Pricing Strategy
• Demand Based Pricing Strategy
• Geographic Pricing
• EDLP Strategy
• Competitive Pricing Strategy
• Parity Pricing Strategy
The Extended Marketing Mix
People
Processes
Physical Evidence
The Marketing Mix
Process
Physical Evidence
Benchmarking
Benchmarking in Quality.
Your companies Quality Level
Quality Level of Best Performer
GAPFill The Gap
Core Competencies
Resourcesare rare
Resourcesare
organized
Resourcesare
inimitable
Resourcesare
valuable
Resources And Core CompetenceResources And Core Competence
Corecompetencies
KAIZEN
NO
PLEASE !!!
W