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