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

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

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

4. Starbucks

5. Tim Horton’s

6. 3 V’s Approach to Marketing
Define the value segment
Define the value proposition
Define the value network

7. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

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

9. The Value Delivery Process

10. Marketing Plan Contents
Executive summary
Situation assessment
Marketing strategy
Financial, distribution, promotion

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