Topic:
Developing Marketing Strategies and Plans.

Presented to: Mr. Athar Ammad.

Presented by:
 

GOHAR MUNEER. MUHAMMAD ZEESHAN ASLAM.

Marketing and Customer Value

Marketing involves satisfying customers needs and wants. The task of any business is to deliver customer value at the profit while being socially responsible.

The Value Delivery Process

Traditional Physical Process Sequence Value Creation and Delivery Sequence

Reference web:
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Steps of Creation and Delivery Sequence.



Choosing the value Providing the value Communicating the value

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3 Vs Approach of Marketing
3 Vs by Nirmalya Kumar


Define the value segment or customers and their needs Define the value proposition Define the value network that will deliver the promised service.

3 Vs Approach of Marketing
3 Vs approach By Dartmouths Frederick Webster  Value defining processes such as market research and company self analysis  Value developing processes including new product development  Value delivering processes such as advertising and managing distribution.

The Value Chain

Michael Porter of Harvard has proposed the value chain as a tool for identifying ways to create more customer value.


Primary activities Support Activities

Reference Web:http://www.google.com.pk/search?hl=en&q=value%20delivery%20process&um=1&ie=UTFWeb:http://www.google.com.pk/search?hl=en&q=value%20delivery%20process&um=1&ie=UTF8&tbm=isch&source=og&sa=N&tab=wi&biw=800&bih=434

Core Competencies.
Characteristics of Core Competencies


Source of competitive advantage Application in a wide variety of markets Difficult for competitors

Reference Web: http://www.google.com.pk/imgres?imgurl=http://jlastrategicresearch.com/Corehttp://www.google.com.pk/imgres?imgurl=http://jlastrategicresearch.com/CoreCompetencies.jpg&imgrefurl=http://jlastrategicresearch.com/corecompetencies.html&usg=__nR1UCJqDwOjEbhCompetencies.jpg&imgrefurl=http://jlastrategicresearch.com/corecompetencies.html&usg=__nR1UCJqDwOjEbh0TmTxKV4RRNc=&h=801&w=1067&sz=137&hl=en&start=0&zoom=1&tbnid=9_60TmTxKV4RRNc=&h=801&w=1067&sz=137&hl=en&start=0&zoom=1&tbnid=9_6ZN99rpA5dM:&tbnh=154&tbnw=205&ei=JcatTancEoGy8gO8kuTyAQ&prev=/search%3Fq%3DCore%2BCompetencies%2Bmodel%26um%3D1%26hl%3Den%26biw%3D800%2 ZN99rpA5dM:&tbnh=154&tbnw=205&ei=JcatTancEoGy8gO8kuTyAQ&prev=/search%3Fq%3DCore%2BCompetencies%2Bmodel%26um%3D1%26hl%3Den%26biw%3D800%2 6bih%3D434%26tbm%3Disch&um=1&itbs=1&iact=hc&vpx=157&vpy=133&dur=487&hovh=194&hovw=259&tx=135&ty=145&oei=JcatTancEoGy8gO8kuTyAQ&page=1&ndsp=6& 6bih%3D434%26tbm%3Disch&um=1&itbs=1&iact=hc&vpx=157&vpy=133&dur=487&hovh=194&hovw=259&tx=135&ty=145&oei=JcatTancEoGy8gO8kuTyAQ&page=1&ndsp=6& ved=1t:429,r:3,s:0

Holistic Marketing Orientation and Customer Value.



Components of Holistic Marketing

Value Exploration Value Creation Value Delivery

Reference Web:http://www.google.com.pk/imgres?imgurl=http://3.bp.blogspot.com/_sBDkrr_T4YY/SlL5xoRQHVI/AAAAAAAAAAU/xp5uutRY38c/s400/holisticMarketing.gi Web:http://www.google.com.pk/imgres?imgurl=http://3.bp.blogspot.com/_sBDkrr_T4YY/SlL5xoRQHVI/AAAAAAAAAAU/xp5uutRY38c/s400/holisticMarketing.gi f&imgrefurl=http://ecofan.com.mx/holistic-marketing-dimensions&usg=__xWWiO7cGWxf&imgrefurl=http://ecofan.com.mx/holistic-marketing-dimensions&usg=__xWWiO7cGWxNf1QLpVt4RfyTTmw=&h=312&w=400&sz=80&hl=en&start=0&zoom=1&tbnid=3xCiSj3KM8JyUM:&tbnh=142&tbnw=183&ei=EcmtTc-lDePY4waNf1QLpVt4RfyTTmw=&h=312&w=400&sz=80&hl=en&start=0&zoom=1&tbnid=3xCiSj3KM8JyUM:&tbnh=142&tbnw=183&ei=EcmtTc-lDePY4wat7CCCw&prev=/search%3Fq%3Dthe%2Bholistic%2Bmarketing%2Borientation%26hl%3Den%26biw%3D800%26bih%3D434%26tbm%3Disch&itbs=1&iact=rc t7CCCw&prev=/search%3Fq%3Dthe%2Bholistic%2Bmarketing%2Borientation%26hl%3Den%26biw%3D800%26bih%3D434%26tbm%3Disch&itbs=1&iact=rc &dur=194&oei=J8itTZTFBs618QO295jzAQ&page=1&ndsp=6&ved=1t:429,r:2,s:0&tx=40&ty=63

The Central Role of Strategic Planning



Managing a companys business Assessing each business strength Establishing strategies

Corporate Strategic Planning



Defining the Corporate mission Establishing Strategic business unit Assigning resources to each SBU Assessing growth opportunities

PLANNING

IMPLEMENTING

CONTROLLING

Corporate Planning Organizing

Measuring results

Division Planning

Diagnosing Results Implementing

Business Planning Taking Corrective Actions Product Planning

Defining the Corporate mission



Mission: The overall directions of the firm that lead it towards growth and prosperity. Mission actually tells the reasons of existence of the organization.

Elements of a Good Mission



Industry Product and applications Competence Market Segment

Elements of a Good Mission



Vertical Geographical Philosophies Resources

Google Mission


To organize the worlds information and make it universally accessible and useful.

Reference Web: http://www.google.com.pk/search?um=1&hl=en&biw=800&bih=436&site=search&tbm=isch&sa=1&q=searching+on+google&aq=f&aqi=&aql=&oq=

Establishing Strategic business unit



Strategic Business Unit or SBU is understood as a business unit within the overall corporate identity which is distinguishable from other business because it serves a defined external market where management can conduct strategic planning in relation to products and markets.

Assigning resources to each SBU



As it has defined SBUs, Management must decide how to allocate corporate resources to each SBU.

Now assigning resources to each SBU can be made by using portfolio that is called BCG Matrix.

BCG Matrix A Corporate Portfolio

BCG Matrix is a corporate portfolio that is used to analyze each individual business. It has two dimensions that is Market Growth and Market shares.

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Assessing growth opportunities



Assessing growth opportunities includes planning new business, downsizing , terminating older business. If there is a gap between future desired sales and projected sales than corporate management will need to develop or acquire new business to fill it. It is explain as with the help of following figure,

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Strategic Planning Gap

A strategic planning tool used to calculate the difference or 'gap' between desired projections and current or forecasted operational reality.

Reference Web:http://www.google.com.pk/search?um=1&hl=en&biw=800&bih=434&site=search&tbm=isch&sa=1 &q=image+strategic+planning+gap&aq=f&aqi=&aql=&oq=

Business Unit Strategic Planning



The business unit strategic planning process consist of the steps that is shown with the help of figure in the next slide,

Reference Web: http://www.google.com.pk/search?um=1&hl=en&biw=800&bih=436&site=search&tbm=isch&sa=1&q=Business+Unit+Strategic+planning&aq=f&aqi=&aql=&oq= http://www.google.com.pk/search?um=1&hl=en&biw=800&bih=436&site=search&tbm=isch&sa=1&q=Business+Unit+Strategic+planning&aq=f&aqi=&aql=&oq=

Steps of Business unit Strategic planning.

The Business Mission


Business Mission means the reason for which we are doing the business.

Steps of Business unit Strategic planning.

SWOT Analysis


SWOT analysis is overall evaluation of a companys strength, weaknesses, opportunities and threats.

Steps of Business unit Strategic planning.

Goal Formulation


Once a company performed the SWOT analysis, it can proceed to develop specific goals for the planning period. This stage of process is called GOAL FORMULATION.

Steps of Business unit Strategic planning.

Strategic Formulation


Strategy is the game plan for getting what a business unit want to achieve there. Every business must design its strategy to achieve its goal.

Steps of Business unit Strategic planning.

Program Formulation


Ones the business unit has develop its principal strategies, it must work out detailed support programs.

Steps of Business unit Strategic planning.

Program Implementation


It is very important to implement the program. Because a poor strategy can effect badly on good programs.

Steps of Business unit Strategic planning.

Feed Back


The return of information about the result of a process or activity is called feedback or an evaluating response.

Steps of Business unit Strategic planning.

Control


After getting feedback the organization needs to track the results and monitor the develpoments.

IS THERE ANY QUESTION FROM THE AUDENCE???????

THAKNS..