Marketing Strategy
MARKETING STRATEGY
Objectives: • Understand the importance of strategic positioning and its relationship to the mix.
• Learn to maximize marketing potential by managing portfolios of activities & brands.
SESSION 1 (12/01/12)
Introduction to Strategic Marketing: Strategic segmentation
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Strategic mission: (company website_The Coca Cola Company_Barilla)
Company mission: (company website _ About us)
• Values (shared by all associates), principals, “raison d’être” (quality)
• Fundamental questions:
o What business are we in?
o Who are our customers? (target)
o What do we do for them (products, services)
o What business will we be in, in the future?
o What should it be?
• Mission statement components:
o Define precise objectives (qualitative)
o State company values
o Identify competitive scope:
▪ Sectors
▪ Products & applications
▪ Customer segments
▪ Competences: capability to deliver something (resources; financial, human, technological…). Resources ( competence ( core competence ( competitive advantage (perceived value & relative cost)
▪ Position within the industry
▪ Geographic reach
Define scope activities: Products areas, brand policy, diversification, internationalization…
Market segmentation, targeting, product positioning
Strategic Business Units (SBUs)
Corporate strategy ( activities (
• A1 ( Strategic Business Unit 1(SBU)
• A2 ( Strategic Business Unit 2
• A3 ( Strategic Business Unit 3
Objectives of strategic segmentation:
• Contribute to the overall company strategy.
• Define the desired portfolio of activities of the company.
SBU: divides an organization into homogeneous sub parts based on various criteria.
Connection between strategic segmentation & marketing segmentation
|
Objectives: • Understand the importance of strategic positioning and its relationship to the mix.
• Learn to maximize marketing potential by managing portfolios of activities & brands.
SESSION 1 (12/01/12)
Introduction to Strategic Marketing: Strategic segmentation
[pic]
[pic]
Strategic mission: (company website_The Coca Cola Company_Barilla)
Company mission: (company website _ About us)
• Values (shared by all associates), principals, “raison d’être” (quality)
• Fundamental questions:
o What business are we in?
o Who are our customers? (target)
o What do we do for them (products, services)
o What business will we be in, in the future?
o What should it be?
• Mission statement components:
o Define precise objectives (qualitative)
o State company values
o Identify competitive scope:
▪ Sectors
▪ Products & applications
▪ Customer segments
▪ Competences: capability to deliver something (resources; financial, human, technological…). Resources ( competence ( core competence ( competitive advantage (perceived value & relative cost)
▪ Position within the industry
▪ Geographic reach
Define scope activities: Products areas, brand policy, diversification, internationalization…
Market segmentation, targeting, product positioning
Strategic Business Units (SBUs)
Corporate strategy ( activities (
• A1 ( Strategic Business Unit 1(SBU)
• A2 ( Strategic Business Unit 2
• A3 ( Strategic Business Unit 3
Objectives of strategic segmentation:
• Contribute to the overall company strategy.
• Define the desired portfolio of activities of the company.
SBU: divides an organization into homogeneous sub parts based on various criteria.
Connection between strategic segmentation & marketing segmentation
|