1. MARKETING STRATEGY Review: What is strategy?
What does it mean to have a sustainable competitive advantage or USP?

2. MARKETING STRATEGY Macro-Strategies Customer Excellence
Locational Excellence
Operational Excellence
Product Excellence
Customer Excellence

3. MARKETING STRATEGY Does this reflect Customer Excellence?

4. MARKETING STRATEGY Customer Excellence Starbuck’s Customer
Customers are not looked at as a $2 coffee buyer
$25/week
50 weeks in a year
10 years or more
Starbuck’s customer is looked at as $12,500

5. MARKETING STRATEGY
Customer Excellence through Creating magical experiences

6. MARKETING STRATEGY Customer Excellence through Loyalty
Articles: Starbuck’s Loyalty and McDonald’s Loyalty programs
What do they say about loyalty?
Why are loyalty programs important?
Loyalty programs
What can they say about you?
Trek Bicycle
Engage with your customer

7. MARKETING STRATEGY Customer Excellence through Customer Service

8. MARKETING STRATEGY What they want? When they want it?
Operational Excellence
What they want?
When they want it?
“They are operationally excellent because they go well beyond these activities. These companies engage their customers, they constantly innovate, they continuously improve how they operate, and they move at optimal speed,” he writes in Redefining Operational Excellence.

9. MARKETING STRATEGY Product Excellence Through Innovation and Design
3M a Corporate Culture
6% of its sales is spent or R & D
Product excellence and creativity with Disney

10. MARKETING STRATEGY Locational Excellence
Important for retailers and service providers
Location, Location, Location