Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
Developing
Marketing Strategies
and Plans
Discussion Questions

1. How does marketing affect customer

value?

2. How is strategic planning carried out

at different levels of the organization?

3. What does a marketing plan include?

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The Value Delivery Approach

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 The Value Chain

Primary Inbound Outbound

Activities Operations Marketing Service
Logistics Logistics

Margin
Procurement
Support Human Resource management
Activities Technological Development
Infrastructure

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Core Business Processes
Customer relationship
management
Fulfillment
management
Customer
acquisition

New-offering
realization

Market-sensing

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Core Competencies

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Holistic Marketing

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Strategic Planning

Businesses as
investment portfolio

Assessing each
business’s strength

Establish a strategy
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 Strategic Planning, Implementation,
and Control Processes

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Marketing Plan

• Directs and coordinates the

marketing effort
• Product Line or Brand Level
• Strategic and Tactical levels

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 Levels of a Marketing Plan

• Strategic • Tactical
– Analysis of marketing – Product features
opportunities – Promotion
– Target marketing – Merchandising
decisions – Pricing
– Value proposition – Sales channels
– Service

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Corporate Strategic Planning

1 Define corporate mission

2 Establish SBU’s

3 Assign resources to SBU’s

4 Assess growth opportunities

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Defining the Corporate Mission

Who is the
customer? What is of
value to the
What is our customer?
business?

What should
our business What will our
be? business be?
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 Mission Statements

Characteristics of good mission statements:

1. Focus on a limited number of goals

2. Stress major policies and values
3. Define major competitive spheres
4. Take a long-term view
5. Short, memorable, meaningful

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Vague Mission Statement

To build total brand value by innovating

to deliver customer value and customer
leadership faster, better, and more
completely than our competition

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GOOGLE’S Mission Statement

To organize the world’s information

and make it universally accessible
and useful.

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Vague Philosophy

We build brands and make the world

a little happier by bringing our best
to you.

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 GOOGLE’s Philosophy
Never settle for the best.
1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There is always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10.Great just isn’t good enough.
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 Strategic Business Units (SBU)
Three Characteristics of an SBU:

Unique competitors

A single business or
collection of related
businesses Leader responsible
for planning and
profitability
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Defining Strategic Business Units
Customer groups

Customer needs Technology

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 Strategic Business Units

Company Product Definition Market Definition

We are a people-and-goods
Union Pacific We run a railroad.
mover.
We make copying We help improve office
Xerox
equipment. productivity.
Hess
We sell gasoline. We supply energy.
Corporation
Paramount
We make movies. We market entertainment.
Pictures
Encyclopaedia
We sell encyclopedias We distribute information.
Britannica
We make air conditioners We provide climate control in the
Carrier
and furnaces. home.

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 Assigning Resources
GE/McKinsey Matrix
HIGH
Business Position

Boston Consulting Group Matrix

MED
LOW

LOW MED HIGH

Industry Attractiveness

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Assessing Growth Opportunities

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 The Strategic-Planning Gap

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Intensive Growth

Product-Market Expansion Grid

New
Market
Diversification
Development
Markets
Current

Market Product
Penetration Development

Current New
Products

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Integrative Growth

Business Wholesaler

Competitor

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Diversification Growth

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Corporate Culture

… is the shared experiences, stories, beliefs, and

norms that characterize an organization.

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Marketing Innovation

Identify and encourage new ideas

Scenario Analysis
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 Business Unit Strategic Planning

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 Opportunity and Threat Matrices

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SWOT Analysis

Internal
SW
Strength Weakness

O T
External

Opportunity Threat

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Goal Formulation

Ranked

Consistent Quantified

Realistic

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 Strategy Formulation
Porter’s Generic Strategies

Strategic Alliances
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Program Formulation and Implementation

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Feedback and Control

Strong leadership
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 Product Planning
Marketing Plans

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