STRATEGIC MARKETING PRESENTATION GUIDELINES
15
STRATEGIC MARKETING PRESENTATION GUIDELINES
Transcript of STRATEGIC MARKETING PRESENTATION GUIDELINES
STRATEGIC MARKETING
PRESENTATION GUIDELINES
Define business, mission, and goals
Identify/frame growth opportunities
Formulate product-market strategies
Budget resources
Develop reformulation and recovery strategies
STRATEGIC MARKETING MANAGEMENT PROCESSES
An firm defines its business by:
The customers served and their needs
The means or technology used to satisfy needs
BUSINESS DEFINITION
Is neither obvious nor easy to define
Outlines the scope of operations
What “business” is the Encyclopedia Britannica in?
BUSINESS MISSION
XEROXXEROXAmericanRed CrossAmericanRed Cross
“Do great work” “Provide for victims of disaster”
BUSINESS GOALS OR OBJECTIVES
Manufacturing and service capacity
Product and service quality
ProductionObjectivesProductionObjectives
Return on investment
Return on sales
Shareholder wealth
Profit
Cash flowFinancial
ObjectivesFinancial
Objectives
Market share
Sales volume
Marketing productivity
Customer satisfaction
Customer value creation
Profit Customer lifetime value
MarketingObjectivesMarketingObjectives
CONVERTING ENVIRONMENTAL OPPORTUNITIES INTO ORGANIZATIONAL OPPORTUNITIES
What might we do?
Ask three questions:
What do we do best?
What must we do?
EnvironmentalOpportunitiesEnvironmentalOpportunities
DistinctiveCompetencies
DistinctiveCompetencies
SuccessRequirements
SuccessRequirements
EXHIBIT 1.1: SAMPLE SWOT ANALYSIS FRAMEWORK
StrengthsStrengths WeaknessesWeaknessesInternalFactorsInternalFactors OpportunitiesOpportunities
ExternalFactorsExternalFactors ThreatsThreats
Management
Marketing
Manufacturing
R&D
Finance
Offerings
Economic
Competition
Consumer
Technology
Legal/Regulatory
Industry/MarketStructure
EXHIBIT 1.2: PRODUCT-MARKET STRATEGIES
MarketDevelopment
MarketDevelopment
New Offering DevelopmentNew Offering Development
MarketPenetration
MarketPenetration
DiversificationDiversification
NewNewExistingExisting
ExistingExisting
NewNew
MarketsMarkets
OfferingsOfferings
Estimated profit of $1 million
Estimated profit of $4 million
Action Response Outcome
Estimated profit of $2 million
Estimated profit of $3 million
Market-development
strategy
Market-development
strategy
Aggressive competition
Passivecompetition
Aggressive competition
Passivecompetition
Market-penetration
strategy
Market-penetration
strategy
EXHIBIT 1.4: SAMPLE DECISION-TREE
Aggressive competition
Passivecompetition
Aggressive competition
PriceStrategy
PriceStrategy
Communication Strategy
Communication Strategy
ProductStrategyProductStrategy
ChannelStrategyChannelStrategy
CustomerCustomer
THE MARKETING MIX
Estimated profit of $4 million
Estimated profit of$3 million
Aggressive competition
Requires an understanding of:
Is an art and a science
IMPLEMENTING THE MARKETING MIX
Markets
Environmental forces
Organizational capacity
Marketing mix activities
Competitor reactions
A master budget consists of:
Focuses on the income statement.Also referred to as a pro forma income statement or profit plan.
Focuses on the effect the operating budget has on the organization’s cash position.
BUDGETING
OperatingBudget
OperatingBudget
FinancialBudget
FinancialBudget
SpecialBudgetsSpecialBudgets
Focuses on developing advertising,sales, and other budgets that support the master budget.
Addresses the following questions:
MARKETING AUDIT
Are we doing the right things?StrategicStrategic
Are we doing things right?OperationalOperational
RECOMMENDATIONS
LATEST DEVELOPMENTS
