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Marketing Strategies and Planning Guide

This chapter discusses developing marketing strategies and plans at different organizational levels. It addresses how marketing affects customer value through the value delivery process and chain. The chapter also examines corporate and divisional strategic planning, including defining missions, assigning resources, and assessing growth opportunities. Finally, it explores the business unit strategy planning process, which involves analyzing strengths, weaknesses, opportunities, and threats, formulating goals and strategies, and implementing and providing feedback on programs.

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Mentari Manan
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9 views6 pages

Marketing Strategies and Planning Guide

This chapter discusses developing marketing strategies and plans at different organizational levels. It addresses how marketing affects customer value through the value delivery process and chain. The chapter also examines corporate and divisional strategic planning, including defining missions, assigning resources, and assessing growth opportunities. Finally, it explores the business unit strategy planning process, which involves analyzing strengths, weaknesses, opportunities, and threats, formulating goals and strategies, and implementing and providing feedback on programs.

Uploaded by

Mentari Manan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

CHAPTER 2

Developing Marketing
Strategies and Plans

1.
2.
3.

How does marketing affect customer value?


How is strategic planning carried at
different levels of the organization?
What does a marketing plan include?

Chapter 2. Developing Marketing Strategies and Plans

In this chapter, we will address the


following questions:

The Value Delivery Process


The Value Chain
Core Competencies
A Holistic Marketing Orientation and
Customer Value
The Central Role of Strategic Planning

Chapter 2. Developing Marketing Strategies and Plans

MARKETING AND CUSTOMER


VALUE

Defining the corporate mission


Establishing strategy business units
Assigning resources to each SBU
Assessing growth opportunities
Organization and Organizational Culture
Marketing Innovation

Chapter 2. Developing Marketing Strategies and Plans

CORPORATE AND DIVISIOIN


STRATEGIC PLANNING

Business
mission

External environment
(opportunity and
threat analysis)

1.
Goal
formulation

SWOT analysis

2.
Strategy
formulation

3.
Program
formulation

Internal environment
(strengths/weakness
analysis)

4.
Implementa
tion

5.
Feedback
and control

Chapter 2. Developing Marketing Strategies and Plans

BUSINESS UNIT STRATEGY


PLANNING

THANKYOU

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