1. McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

2. Describe the kinds of organizations that exist and the three levels of strategy in them. LO1 Describe how core values, mission, organizational culture, business, and goals are important to organizations. Explain how organizations set strategic directions by assessing where they are now and seek to be in the future. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: 2-2

3. Describe the strategic marketing process and its three key phases: planning, implementation, and evaluation. Explain how the marketing mix elements are blended into a cohesive marketing program. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: 2-3

4. AN “A” IN AN ICE CREAM MAKING COURSE! CAN THIS REALLY BECOME A BUSINESS? 2-4

5.  Organization – legal entity TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO1  Offerings (products, services, ideas)  Business Firms – for profit  Not-for-Profit Organizations  Industry 2-5

6. Used Interchangeably  Organization  Firm  Company  Corporation TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO1 2-6

7.  Can’t Be “All Things to All People” TODAY’S ORGANIZATIONS WHAT IS STRATEGY? LO1  Strategy – long-term course of action designed to deliver a unique customer experience and accomplish organization’s goals Strategy – long-term course of action designed to deliver a unique customer experience and accomplish organization’s goals  Marketing’s Role – help set direction and move organization there 2-7

8.  Corporate Level Corporate Level TODAY’S ORGANIZATIONS STRUCTURE—CORPORATE LO1  Chief Marketing Officer (CMO) Cammie Dunaway Yahoo! Eduardo Conrado Motorola Networks Leslie Short FUBU 2-8

9. TODAY’S ORGANIZATIONS STRUCTURE—SBU LO1  Strategic Business Unit (SBU) Strategic Business Unit (SBU) 2-9

10. SBUs are key business units within diversified firms. ● Each SBU: ● has its own managers, resources, objectives, and competitors. ● pursues its own distinct mission. ● develops its own plans independently. ● focuses the attention of company managers so that they can respond effectively to changing consumer demand. TODAY’S ORGANIZATIONS STRUCTURE—SBU LO1

11. TODAY’S ORGANIZATIONS STRUCTURE—SBU LO1  Strategic Business Unit (SBU) Strategic Business Unit (SBU)  Strategic Business Unit (SBU) Level Strategic Business Unit (SBU) Level GE Commercial Finance (business loans, leases) GE Healthcare (imaging, diagnostics, life-support systems) GE Industrial (appliances, lighting, factory automation) GE Infrastructure (aircraft engines, energy, transportation) GE Money (consumer home loans, credit cards) GE NBC Universal (television, music, film) 2-11

12. TODAY’S ORGANIZATIONS STRUCTURE—FUNCTIONAL LO1  Functional Level Functional Level  Department  Cross-Functional Teams Cross-Functional Teams 2-12

13. FIGURE 2-1 FIGURE 2-1 The board of directors oversees the three levels of strategy in organizations: corporate, business unit, and functional 2-13

14. FIGURE 2-2 FIGURE 2-2 Visionary organizations: (1) establish a foundation, (2) set a direction, and (3) create strategies 2-14

15. STRATEGY IN VISIONARY ORGANIZATIONS FOUNDATION (WHY) LO2  Core Values Core Values  Stakeholders  Organizational Culture Organizational Culture  Mission or Vision Mission or Vision 2-15

16. Star Trek Enterprise Why is a mission statement important? 2-16

17. Medtronic’s “Rising Figure” Mural What does it signify to stakeholders? 2-17

18. What do we do? What business are we really in? STRATEGY IN VISIONARY ORGANIZATIONS DIRECTION (WHAT) LO2  Business Business 2-18

19. Marketing Myopia (Marketing Nearsightedness) Management’s failure to recognize the scope of its business  Future growth is endangered when management is product oriented rather than customer oriented  Characteristic of organizations that are too narrowly defined STRATEGY IN VISIONARY ORGANIZATIONS DIRECTION (WHAT)

20. Avoiding Marketing Myopia by Focusing on Benefits CompanyMyopic DescriptionMarketing-Oriented Description AT&T“We are a telephone company.” “We are a communications company.” Southwest Airlines“We are in the airline business.” “We are in the transportation business.” Merrill Lynch“We are in the stock brokerage business.” “We are in the financial services business.” Sony“We are in the video game business.” “We are in the entertainment business.” STRATEGY IN VISIONARY ORGANIZATIONS DIRECTION (WHAT)

21. Specific Measurable Attainable Relevant Time-based  Goals or Objectives: S.M.A.R.T Goals or Objectives: S.M.A.R.T STRATEGY IN VISIONARY ORGANIZATIONS DIRECTION (WHAT) LO2 2-21

22. Profit Sales ($ or #) Market Share Customer Satisfaction Employee Welfare Social Responsibility Quality Efficiency  Goals or Objectives: Types Goals or Objectives: Types STRATEGY IN VISIONARY ORGANIZATIONS DIRECTION (WHAT) LO2 2-22

23. SETTING STRATEGIC DIRECTIONS WHERE ARE WE NOW? LO3 2-23

24. SETTING STRATEGIC DIRECTIONS WHERE ARE WE NOW? LO3  Competencies Competencies  Customers Customers  Competitors Competitors 2-24

25. Competitive Advantage SETTING STRATEGIC DIRECTIONS WHERE ARE WE NOW? LO3 Fast Cycle Time Quality Benchmarking  Competencies Competencies 2-25

26. SETTING STRATEGIC DIRECTIONS WHERE ARE WE NOW? LO3  Customers What is the Strategic Focus of Lands’ End? 2-26

27.  Competitors Who are the Competitors of Lands’ End? SETTING STRATEGIC DIRECTIONS WHERE ARE WE NOW? LO3 2-27

28. ● Business Portfolio Analysis ● Boston Consulting Group ● Market Share/Market Growth Matrix ● A four-quadrant chart that plots market share—the percentage of a market that a firm controls—against market growth potential. SETTING STRATEGIC DIRECTIONS WHERE DO WE WANT TO GO?

29. SETTING STRATEGIC DIRECTIONS WHERE DO WE WANT TO GO? LO3  Business Portfolio Analysis (BCG) Market Growth Rate Stars Cash Cows Dogs Question Marks Relative Market Share High Low 2-29

30. A four-quadrant chart that plots market share—the percentage of a market that a firm controls—against market growth potential. Stars Generate considerable income Strategy: Invest more funds for future growth Question Marks Have potential to become stars or cash cows Strategy:Either invest more funds for growth or consider disinvesting Cash Cows Generate strong cash flow Strategy:Milk profits to finance growth of stars and question marks Dogs Generate little profits Strategy:Consider withdrawing Relative Market Share HighLow High Low Market Growth Rate Market Share/Market Growth Matrix

31. Kodak Consumer-Related Products What SBU type in the BCG growth-share matrix? Kodak self-service kioskKodak film Kodak digital photo printerKodak digital camera 2-31

32. FIGURE 2-3 FIGURE 2-3 BCG business portfolio analysis for Kodak’s consumer SBUs for 2003 (solid circle) and 2010 (hollow circle) Kodak self- service kiosk Kodak film sales: US, Canada, & W. Europe Kodak digital photo printer Kodak digital camera ① ② ④ ③ 2-32

33. ● Rates SBUs according to the attractiveness of their markets and their organizational strengths. ● Marketing attractiveness criteria include: ● Market share ● Growth ● Size ● Stability ● Potential profitability ● Extent of government regulations ● Potential environmental and social impact ● Competitive conditions Market Attractiveness/ Business Strength Matrix

34. 1. Helps planners anticipate marketing performance given specified sets of circumstances 2. Lays out a rigid columns and rows that organize numerical information in a standardized, easily understandable format. Spreadsheet Analysis

35. SETTING STRATEGIC DIRECTIONS WHERE DO WE WANT TO GO? LO3  Hedgehog Analysis What Can We Be the Best At in the World? What Drives Our Economic Engine? What Are We Deeply Passionate About? 2-35

36. SETTING STRATEGIC DIRECTIONS WHERE DO WE WANT TO GO? LO3 Red Oceans Blue Oceans  Blue Ocean Analysis Copyright 2005 W. Chan Kim and Renée Mauborgne 2-36

37. SETTING STRATEGIC DIRECTIONS TRACKING WITH MARKETING DASHBOARDS LO3  Car Dashboards and Marketing Dashboards Car Dashboards and Marketing Dashboards  Marketing Plan Marketing Plan  Marketing Metrics and Graphics in Designing Marketing Dashboards Marketing Metrics and Graphics in Designing Marketing Dashboards 2-37

38. FIGURE 2-4 FIGURE 2-4 An effective marketing dashboard like Oracle’s helps managers assess a business situation at a glance 2-38

39. USING MARKETING DASHBOARDS Which States are Underperforming? Annual Percent Change in Unit Volume by State > 10% 0 – 10% < 0% Change in Growth 2-39

40. FIGURE 2-5 (Condensed) FIGURE 2-5 (Condensed) The strategic marketing process has three phases: planning, implementation, and evaluation 2-40

41. THE STRATEGIC MARKETING PROCESS LO4 How Do We Allocate Our Resources to Get Where We Want to Go?  Strategic Marketing Process Strategic Marketing Process How Do We Convert Our Plans to Actions? How Do Our Results Compare With Our Plans, and Do Deviations Require New Plans? 2-41

42. THE STRATEGIC MARKETING PROCESS LO4 Where the firm or product has been recently Situation Analysis Where is it now Where is it headed relative to plans external factors and trends 2-42

43. THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE  Weaknesses  Strengths  Threats  Opportunities LO4 SWOT Analysis  Step 1: Situation (SWOT) Analysis 2-43

44. THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE  Analyze Competitors  Identify Industry Trends  Research Present and Prospective Customers  Assess the Organization LO4 SWOT Analysis Study  Step 1: Situation (SWOT) Analysis 2-44

45. FIGURE 2-6 FIGURE 2-6 Ben & Jerry’s SWOT analysis that serves as the basis for management actions regarding growth 2-45

46.  Correct a Weakness  Build on a Strength  Avoid a Disaster- Laden Threat  Exploit an Opportunity SWOT Analysis Study  Step 1: Situation (SWOT) Analysis THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE LO4 2-46

47. Market Segmentation Points of Difference  Step 2: Market-Product Focus and Goal Setting THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE LO4 2-47

48. Set Marketing & Product Goals Select Target Markets Find Points of Difference Position the Product  Example: Medtronic’s Pacemaker THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE LO4 2-48

49. Product Strategy Price Strategy Promotion Strategy Place (Distribution) Strategy  Step 3: Marketing Program THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE LO5 2-49

50. FIGURE 2-7 FIGURE 2-7 The elements of the marketing mix must be blended to produce a cohesive marketing program 2-50

51. THE STRATEGIC MARKETING PROCESS THE IMPLEMENTATION PHASE LO5  Obtaining Resources  Designing the Marketing Organization  Developing Schedules  Executing the Marketing Program Marketing Strategy Marketing Tactics 2-51

52. FIGURE 2-8 FIGURE 2-8 Organization of a typical manufacturing firm, showing a breakdown of the marketing department 2-52

53. THE STRATEGIC MARKETING PROCESS THE EVALUATION PHASE Exploiting a Positive Deviation Correcting a Negative Deviation  Acting on Deviations  Comparing Results with Plans to Identify Deviations LO5 2-53

54. FIGURE 2-B FIGURE 2-B Elements in typical marketing and business plans targeted at different audiences 2-54

55. Profit Profit is the reward to a business firm for the risk it undertakes in offering a product for sale. It is also the money left over after a firm’s total expenses are subtracted from its total sales. 2-55

56. Strategy Strategy is an organization’s long-term course of action designed to deliver a unique customer experience while achieving its goals. 2-56

57. Corporate Level The corporate level is the level in an organization where top management directs overall strategy for the entire organization. 2-57

58. Strategic Business Unit (SBU) A strategic business unit (SBU) is a subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly- defined group of customers. 2-58

59. Strategic Business Unit (SBU) Level The strategic business unit (SBU) level is the levelin an organization where managers set a more specific strategic direction for their businesses to exploit value creating opportunities. 2-59

60. Functional Level The functional level is the level in an organization where groups of specialists actually create value for the organization. 2-60

61. Cross-Functional Teams Cross-functional teams consist of a small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals. 2-61

62. Core Values Core values are the fundamental, passionate, and enduring principles of an organization that guide its conduct over time. 2-62

63. Mission A mission is a statement of the organization’s function in society, often identifying its customers, markets, products, and technologies. The term is often used interchangeably with vision. 2-63

64. Organizational Culture An organizational culture consists of a set of values, ideas, attitudes, and norms of behavior that is learned and shared among the members of an organization. 2-64

65. Business A business is the clear, broad, underlying industry category or market sector of an organization’s offering. 2-65

66. Goals or Objectives Goals or objectives are the statements of an accomplishment of a task to be achieved, often by a specific time. 2-66

67. Market Share Market share is the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself. 2-67

68. Competencies Competencies consist of an organization’s special capabilities, including skills, technologies, and resources, which distinguish it from other organizations and provide value to its customers. 2-68

69. Competitive Advantage A competitive advantage is an unique strength relative to competitors, often based on quality, time, cost, or innovation. 2-69

70. Marketing Dashboard A marketing dashboard is the visual display on a single computer screen of the essential information related to achieving a marketing objective. 2-70

71. Marketing Metric A marketing metric is a measure of the quantitative value or trend of a marketing activity or result. 2-71

72. Marketing Plan A marketing plan is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years. 2-72

73. Strategic Marketing Process The strategic marketing process is the approach whereby an organization allocates its marketing mix resources to reach its target markets. 2-73

74. Situation Analysis A situation analysis involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organization’s plans and the external factors and trends affecting it. 2-74

75. SWOT Analysis A SWOT analysis is an acronym describing an organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats. 2-75

76. Market Segmentation Market segmentation involves aggregating prospective buyers into groups, or segments, that (1) have common needs and (2) will respond similarly to a marketing action. 2-76

77. Points of Difference Points of difference are those characteristics of a product that make it superior to competitive substitutes. 2-77

78. Marketing Strategy Marketing strategy is the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it. 2-78

79. Marketing Tactics Marketing tactics are the detailed day-to-day operational decisions essential to the overall success of marketing strategies. 2-79