200083 Lecture Notes - Lecture 2: Sbus, Marketing Mix, Spiritualism

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20 Jun 2018
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Chapter 2-company and market strategy-partnering to build customer
relationships
2.1)explain company –wide strategic planning and it’s four steps.
2.2)discuss how to design portfolios and develop growth strategies
2.3-explain marketing’s role in strategic planning + how marketing works with partners to
create/ deliver customer value
2.4-describe elements of a customer-driven marketing strategy and mix and forces that
influence it
2.5-list the marketing management functions, including elements of a marketing plan +
discuss importance of measuring and managing return on marketing investment
2.1)strategic planning-proccess of developing and maintaining a strategic fit between the
organisations goals /capabilities.
4 Stages:DSDP
1)Defining the company’s mission:
mission statement-statement of organisations purpose-what it wants to accomplish in the larger
enviro. Market-orientated-meet customer needs.
2)Setting company objectives:
turn mission-objectives (business,marketing):goodman fielder-build profitable customer
relationships by adding value (honesty +integrity,innovation
3)Designing portfolio
4)planning marketing and other functional strategies
2.2)Designing portfolio- collection of businesses and products that make up the company
best portfolio-fits company’s strengths
2 steps)1) analyse current business portfolio-
process whereby management evaluates the products and businesses that make up the
company. First identify sbu’s that make company-attractiveness of sbu’s market and the
strength of sbu’s position in market
2)shape future portfolio-strategies for growth,downsizing
Strategies for developing strategies for growth and downsizing-
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ANSOFF MATRIX-tool for identifying company growth opportunities
1)market penetration-making more sales without changing original product lines
2)market development-identifying and developing new markets for current products
3)product dev-new products to current markets
4)diversification-starting up,buying businesses outside its current products and markets
2.3)partnering to build customer relationships-
marketing play key role in strategic planning-
1)provides guiding philosophy-marketing concept:company strategy-
2)providing inputs to strategic partners –identify attractive market opportunities +assess firm
potential to take
3)design strategy for reaching units objectives
Partnering with other company departments-form value chain that serves the company.
2.4)customer-driven marketing strategy +marketing mix-
Marketing strategy-marketing logic which company tries to create customer value + achieve
profitable relationships
Customer value /relationships are at the centre of marketing strategy and programs.
Through market segmentation,targeting,diff,the company divides total market into smaller
segments.it design integrated marketing-produce response it wants in the target market.
Marketing mix-controllable tactical tools-firm blends to produce response it wants
7P’S:
product:goods,services company offers
price:
placement logistics:company activities-make product available to target customers and end
customers
promotion:activities that communicate the merits of the product
people:services people based-ford focus owners take car in for service
processes:people check in/out of hotels
physical evidence:
2.5)managing marketing effort/process:
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Document Summary

Chapter 2-company and market strategy-partnering to build customer relationships. 2. 1)explain company wide strategic planning and it"s four steps. 2. 2)discuss how to design portfolios and develop growth strategies. 2. 3-explain marketing"s role in strategic planning + how marketing works with partners to create/ deliver customer value. 2. 4-describe elements of a customer-driven marketing strategy and mix and forces that influence it. 2. 5-list the marketing management functions, including elements of a marketing plan + discuss importance of measuring and managing return on marketing investment. 2. 1)strategic planning- proccess of developing and maintaining a strategic fit between the organisations goals /capabilities. 1)defining the company"s mission: mission statement-statement of organisations purpose-what it wants to accomplish in the larger enviro. 2)setting company objectives: turn mission-objectives (business,marketing):goodman fielder-build profitable customer relationships by adding value (honesty +integrity,innovation. 2. 2)designing portfolio- collection of businesses and products that make up the company best portfolio-fits company"s strengths.

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