Marketing Management chapt2_09

Marketing Management chapt2_09 - Chapter2 A Strategic...

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Unformatted text preview: Chapter2 A Strategic Marketing Framework Marketing Management Marketing Management Key Learning Points • Elements of a complete marketing strategy. • Developing a value proposition. • Developing competitive advantage. • Positioning products and services. • The product life cycle and how it affects marketing strategies. A Complete Marketing A Complete Marketing Strategy Strategy What is a Marketing Strategy? • A Marketing Strategy consists of a plan identifying what basic goals and objectives will be pursued and how they will be achieved in the time available. • leads to commitments to certain courses of action and allocation of the resources necessary to achieve the identified goals. • Strategy vs. Tactic? Marketing Strategy Mission statements describe the customer orientation or business philosophy. • Corporate objectives state the overall goals to be achieved in financial terms. • Business units , divisions, brands, products, and programs such as advertising also have objectives. • Objectives related to increasing market share and profits may require trade-offs. Most statements describe Benefits : 1. Crystallizes management’s vision 2. Provides guidance 3. Inspires and challenges employees 4. Provides direction Business Mission Management’s vision of what the organization seeks to do 7 The Mission Statement Club Med mission We want to make Club M é diterran é e a world leader in all leisure activities from relaxation, to vacations, entertainment and discovery – by redeploying new activities under the Club Med brand throughout the world and by working with other brands to enhance our leisure and vacation offering in every country where we are present. Our three-year objective is to become a service company involved in all aspects of leisure, vacations and recreation Air Liquide mission “ Our business is supplying our customers in industry and healthcare with a complete range of gases, technologies and services. By providing innovative and comprehensive solutions to their requirements we build lasting partnerships ” British Airways mission: “ Offer our customers the industry ’ s leading premium brands with world beating customer service delivered by inspired people whilst building an airline, with alliances that can truly serve the world, all contributing to a renewed drive towards greater profitability and shareholder value ” BUSINESS MISSION “To improve the quality of human life; to enhance self-reliance and concern for others; and to help people avoid, prepare for, and cope with emergencies.” Motorola “ The purpose of Motorola is to honorably serve the needs of the community by providing products and services of superior quality at a fair price to our customers; to do this so as to earn an adequate profit which is required for the total enterprise to grow; and by doing so, provide the opportunity for our employees and shareholders to achieve their personal objectives.” Defining the Business • Levitt encouraged...
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Marketing Management chapt2_09 - Chapter2 A Strategic...

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