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MARKETING MANAGEMENT Developing Marketing Strategies and Plans 2-1 Sales versus Marketing 4-2 The Value Delivery Process 2-3 Improving: The Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 purchasing time 0 defects 2-4 A North American example? 2-5 SWOT Analysis Strengths Weaknesses Opportunities Threats 2-6 Core Competencies • A source of competitive advantage • Applications in a wide variety of markets • Difficult to imitate 2-7 Mission Statement Focus on limited number of goals Stress major policies and values Define major competitive spheres 2-8 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network 2-9 Starbucks 2-10 Tim Horton’s 2-11 Second Cup 2-12 New Ideas Wireless Internet (WiFi) Access? Free Trade coffee? Social Responsibility? 2-13 Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus Michael Porter Harvard University 2-14 Marketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls 2-15 Evaluating a Marketing Plan Is the plan simple? Is the plan specific? Is the plan realistic? Is the plan complete? 2-16 GROUP DISCUSSION: Ben & Jerry’s 1. What have been the key success factors for Ben & Jerry’s? 2. Where is Ben & Jerry’s vulnerable? 3. What should they watch out for? 4. What recommendation would you make to their senior marketing executives going forward? 5. What should they be sure to do with their marketing? 1-17