1. 1-1

2. 1-2 Marketing Strategy

3. 3 MARKETING STRATEGY - INTRODUCTION At the end of this module the learning outcomes are: 1.Concepts of corporate and marketing strategy 2.Importance of marketing strategy 3.Scope and activities of marketing strategy

4. 4 SUGGESTED READINGS 1.Strategic Marketing by David Cravens Chapter 1 to 4 2.Strategic Marketing by Wilson & Gilligan Chapter 1 and 2

5. 1-5

6. Your answers… 1-6

7. Now again, what is marketing? 1-7

8. So, Marketing is … 1-8

9. 9 WHAT IS BUSINESS STRATEGY

10. 10 WHAT IS BUSINESS STRATEGY

11. 11 In other words Strategy is the means an organization uses to achieve its objectives Strategy implements management’s concept of Business scope Mission Objectives Management’s skills and vision in addressing these issues are critical to performance of the corporation

12. 1-12 Let’s study the Marketing Strategy of

13. 13 Steps we learnt from Unilever What type of business should we be in? Which market segments to attack? What time frame? Should we be market leaders? Mass markets versus niche markets? If we have many businesses how should resources be allocated? Of the various alternatives, which will produce the greatest returns?. Many more issues confront an organization!

14. 14 LEFT-HANDED AND RIGHT- HANDED ORGANIZATIONS LEFT-HANDED Financially driven Planning of expenses, debt, sales When sales slip, tendency to cut expenses to boost profits Typically with British and US organizations

15. 15 LEFT-HANDED AND RIGHT- HANDED ORGANIZATIONS RIGHT-HANDED Market-driven organizations Primary objective of satisfying customers Business decisions flow back from an understanding of customer rather than from a financial requirement Typically with Japanese organizations Increasing shift towards right-handed approach

16. Recommended texts Strategic Market Management 9th ed. by David A. Aaker; published by Wiley Baines / Fill / (2008) Marketing. Oxford (with online content) Brassington & Pettitt (2008) Principles of Marketing. Prentice Hall (4th Ed) Lovelock, C, Wirtz, J Services Marketing (6th Edition) Pearson Prentice Hall Palmer, A Principles of Service marketing (5th Edition) McGraw Hill Wilson, A (2008), Services Marketing, McGraw Hill, European Edition Kapferer &Bastien, The Luxury Strategy Kogan, 2010 Keller, K Strategic Brand Management (3rd Edition) Pearson Kapferer, J The New Strategic Brand management (4th Edition) Kogan Page Lincoln &Thomassen, Private Label, Kogan Page 2009 Marketing Management Marketing Management – Mullins, Walker, Boyd, McGraw Hill (6th Edition), Business Strategy (general) Johnson Whittington & Scholes, Grant, Exploring Corporate Strategy (all editions)

17. Next Class? Get the recommended Text Get all the class “necessities” Visit Web portal to download lectures & notes For queries: gull_rizvi@yahoo.com