1. Developing Marketing Strategies and Plans
MARKETING MANAGEMENT
Developing
Marketing
Strategies and
Plans

2. The Value Delivery Process

3. Improving: The Japanese Way
0 customer
feedback time
0 product
improvement time
0 setup time
purchasing time
0 defects

4. A North American example?

5. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

6. Core Competencies A source of competitive advantage
Applications in a wide variety of markets
Difficult to imitate

7. Mission Statement Focus on limited number of goals
Stress major policies and values
Define major competitive spheres

8. 3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network

9. Starbucks

10. Tim Horton’s

11. Second Cup

12. Porter’s Generic Strategies
Overall Cost Leadership
Differentiation
Focus
Michael Porter
Harvard University

13. Marketing Plan Contents
Executive summary
Table of contents
Situation analysis
Marketing strategy
Financial projections
Implementation controls

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

15. GROUP DISCUSSION: Fossil
What is Fossil’s Brand Strategy?
What is their “value” proposition?
What is their potential for the future?
What should they be sure to do with their marketing?