2-1 MARKETING MANAGEMENT Developing Marketing Strategies and Plans

2-2 SWOT Analysis Strengths Weaknesses Opportunities Threats

2-3 Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate

2-4 Mission Statement Focus on limited number of goals Stress major policies and values Define major competitive spheres

2-5 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network

2-6 Starbucks

2-7 Tim Horton’s

1-8 VIDEO: Fossil 1.What is Fossil’s Brand Strategy? 2.What is their “value” proposition? 3.What is their “core competencies”? 4.What should they be sure to do with their marketing?

2-9 Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus Michael Porter Harvard University

2-10 The Value Delivery Process

2-11 Improving: The Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 defects 0 purchasing time

2-12 A North American example?

2-13 Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial and controls

2-14 Evaluating a Marketing Plan Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete?