Developing Marketing Strategies

Developing Marketing Strategies and Plans Prepared by : Isjuliawati Muhammad Khairudin 2008376673 Prepared for : Beloved friends and Prof Dr Faridah Hj Hassan.

This Chapter Covers 4 Main Sub-chapters

2.1 Marketing & Customer Value. 2.2 Corporate Division Strategic Planning.

2.3 Business Unit Strategic Planning. 2.4 Product Planning.

2.1 Marketing and Customer Value 2.1.1

The Value Delivery Process

2.1.2

Core Competencies

2.1.3

Holistic Marketing Framework

Value Delivery Process 

Traditional Process Sequence  

Make Product Sell Product



Value Creation & Product Delivery Sequence.   

Choose the Value Provide the Value Communicate the Value

Core Business Characteristic   

A source of competitive advantage Application in wide variety of markets Difficult to imitate

Holistic Marketing Framework •Value exploration •Value Creation •Value Delivery

•Customer Focus Achieving

•Core Competencies •Collaborative Networks

2.2 Corporate Division Strategic Planning 2.2.1

Corporate Mission

2.2.2 Establishing Strategic Business Units (SBUs) 2.2.3 Growth Opportunity

Good mission statement 

Characteristic 1. 2. 3.

Limited no of goals Stress on company’s policies and value Define the major competitive areas. i. ii. iii. iv. v. vi.

Industry Products & application Competence Market segment Vertical geographical

Example of mission statement “We help people trade anything on earth.

We will continue to enhance the online trading experiences of all–collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.” -eBay

Establishing Statagic Business units (SBUs) 

A unit of a company that has separate mission & objective that can be planned independently from other company business.

Assessing Growth Opportunities 

Intensive growth 



Market expansion grid

Integrative Growth   

Backward Forward Horizontal



Diversification -Horizontal  Conglomerate  -Concentric

2.3 Business Unit Strategic Planning 2.3.1

SWOT analysis

2.3.2

Goal Formulation

2.3.3

Strategy formulation

Goal Formulation 

Characteristic    

Ordered in terms of priority Stated Quantitatively Realistic Consistent

Strategic Formulation 

Porter’s Generic Strategies   



Overall cost leadership Differentiation Focus

Strategic Alliances (3PL)    

Product & service Promotion Pricing Logistic

2.4 Product Planning 



Purpose : outline what plan has to be taken to achieve marking objectives. Content of marketing plan     

Executive summary & table content Situation analysis Marketing strategy Implementation & control Financial projection

God blesses all of you.. amin