Managing sustainable competitive advantage All competitors react Managing

Managing sustainable competitive advantage all

This preview shows page 43 - 53 out of 53 pages.

Managing sustainable competitive advantage All competitors react Managing resource tradeoffs All resources are limited Marketing Principle (#1) Marketing Principle (#2) Marketing Principle (#3) Marketing Principle (#4)
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Leeds University Business School Marketing Planning
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Leeds University Business School Learning Objectives PART II Nature and processes of strategic marketing planning MSMP: marketing strategy making process
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Leeds University Business School “Strategic Fit” “Misfit may lead to Failure”
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Leeds University Business School Marketing Planning Define the mission of the organization: What business are we in? What business do we want to be in? Who is our major competitor? Mission Statement: “A statement of the organization’s purpose and what it wants to accomplish in the wider environment”
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Leeds University Business School Mission Statement Google’s mission is: to organize the world’s information and make it universally accessible and useful .” Coca Cola’s mission is: To refresh the world in mind, body and spirit To inspire moments of optimism and happiness through our brands and actions To create value and make a difference.
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Leeds University Business School Marketing Strategy Making Process Business Purpose CORE STRATEGY COMPETITIVE POSITIONING IMPLEMENTATION Marketing Mix Company Analysis Competitive Advantage Organization Environment Analysis Market Target Control
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Leeds University Business School Business Purpose CORE STRATEGY COMPETITIVE POSITIONING IMPLEMENTATION Marketing Mix Company Analysis Competitive Advantage Organization Environment Analysis Market Target Control Marketing Strategy Making Process
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Leeds University Business School Competitive Positioning Market targets Size Rate of growth Competitive intensity Entry and exit barriers, etc. Differential advantage: Cost leadership (e.g., Aldi) Differentiation (e.g., Apple) Focus (e.g., Miele)
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Leeds University Business School Business Purpose CORE STRATEGY COMPETITIVE POSITIONING IMPLEMENTATION Marketing Mix Company Analysis Competitive Advantage Organization Environment Analysis Market Target Control Marketing Strategy Making Process
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Leeds University Business School Reading and References Kotler and Keller (2016): Chapters 1 and 2 Hooley, Piercy and Nicoulaud (2012): Chapters 1 and 2 Palmatier and Sridhar (2017): Chapter 1 Kohli, A.K. and Jaworski, B.J. (1990), “Market Orientation: The Construct, Research Propositions and Managerial Implications”, Journal of Marketing, 54 (2), 1-18. Varadarajan, R. (2010), “Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Fundamental Premises”, Journal of the Academy of Marketing Science, 38 (2), 119-40.
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