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 (IBSL), AIB (IBSL), MSLIM(SL), Head of Branches - Siyapatha Finance PLC
Chapter Contents • Value Chain & Supply Chain Management • Strategic Planning • Strategic Positioning • Marketing Plan
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”
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.
The Value Chain
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)
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 organization's own business activities.
The Value Delivery Network
Secrets of Business Success
What Is Strategy? “ Anybody Can See Tactics, But Nobody Can See the Strategy !!” - San Tzu
What Is Strategy? “Collection of Activities Carried out to Achieve a Pre-determined Status”
Assessing Growth Opportunities INTENSIVE GROWTH – Product Market Expansion INTEGRATIVE GROWTH – Backward, Forward & Horizontal Integration\ DIVERSIFICATION GROWTH – New Business Opportunities
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
Setting Corporate Direction CORPORATE VISION 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).
Setting Corporate Direction CORPORATE VISION “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 online.” - 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
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 ….
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
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
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..
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)
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
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. ”
SWOT ANALYSIS
SWOT ANALYSIS STRENGHTS
SWOT ANALYSIS WEAKNESSES
SWOT ANALYSIS OPPORTUNITIES
SWOT ANALYSIS THREATS
TOWS MATRIX STRATEGIC RECOMMENDATIONS
ANSOFF MATRIX PRODUCT – MARKET MATRIX
ANSOFF MATRIX MARKET PENETRTION
ANSOFF MATRIX PRODUCT DEVELOPMENT
ANSOFF MATRIX MARKET DEVELOPMENT
ANSOFF MATRIX DIVERSIFICATION
Marketing Plan • Concept • Context
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.
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
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
Review • Value Chain & Supply Chain Management • Strategic Planning • Strategic Positioning • Marketing Plan
Thank You ! 0773 – 29 20 29 mathihewa@yahoo.com
Recommend
More recommend
