Smm - Part1

Strategic Marketing Management
Student Handout # 1

Anurag Dugar - SIBM, Pune

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Strategic Marketing
Introduction, evolution and context

Anurag Dugar - SIBM, Pune

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Difference??
• • • • Strategic Management Marketing Management Strategic Marketing Marketing Strategy

Anurag Dugar - SIBM, Pune

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Organizations
BOD CxOs Divisional / Functional Heads Senior Managers Junior Managers Executives
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Organizations
Holding Co. Business 1 Business 2 Business 3

Function 1

Function 2

Function 3

Function 1

Function 2

Anurag Dugar - SIBM, Pune

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Concept of SBU
SBU 1.0 and SBU 2.0

Anurag Dugar - SIBM, Pune

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Business Model
How is different from a ‘Revenue Model’? Is Business Model = Business Plan/strategy? Business Models that clicked & failed
Anurag Dugar - SIBM, Pune 7

Business Model
• Who is the customer? • How do we provide value to him? (CVP)

• How do we make money while doing the above?
• What are our key resources & / or key processes that will help us in gaining sustainable competitive advantage?
Logic, data and other evidence that supports the CVP – and – structure of revenues and costs --- can be included
Anurag Dugar - SIBM, Pune

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Purpose of business Business Resources

Scope of business

Objectives of business
Business Initiatives

Strategic Management
Anurag Dugar - SIBM, Pune 9

How to compete
Product Market Strategy

With whom to compete

When to compete

Where to compete Analysis & planning

Strategic Marketing
Understand the Anurag Dugar - SIBM, Pune environment
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Environment

Corporate

Strategic Mgt

Business 1

Business 2

Strategic Mktg

Function 1

Function 2

Function 1

Operational Mktg

Anurag Dugar - SIBM, Pune

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Why do we need strategic marketing?
• Marketing as a function is usually not abreast of realities of costs and supply side conditions • Strategic management, without a sound