Marketing strategy is a long-term,

forward-looking approach to planning with

the fundamental goal of achieving a
sustainable competitive advantage

2
✘ Choosing the value
✘ Providing the value
✘ Communicating the value

3
“
The value chain is a tool for
identifying ways to create more
customer value because every firm is
a synthesis of primary and support
activities performed to design,
produce, market, deliver, and support
its product.
5
✘ inbound logistics, or bringing materials into
the business
✘ operations, or converting materials into final
products
✘ outbound logistics, or shipping out final
products
✘ marketing, which includes sales;
✘ service.

6
✘ Procurement
✘ technology development
✘ human resource management
✘ firm infrastructure (Infrastructure covers the
costs of general management, planning,
finance, accounting, legal, and government
affairs.)

7
✘ Market-sensing process
✘ New-offering realization process
✘ Customer acquisition process
✘ Customer relationship management
process
✘ Fulfillment management process

8
✘ A source of competitive advantage
✘ Applications in a wide variety of markets
✘ Difficult to imitate

9
10
“
Holistic marketing sees itself as
integrating the value exploration,
value creation, and value delivery
activities with the purpose of building
long-term, mutually satisfying
relationships and co-prosperity
among key stakeholders.
11
Value exploration— Value creation— Value delivery—

How a company How a company How a company

identifies new value efficiently creates uses its capabilities
opportunities more promising new and infrastructure to
value offerings deliver the new
value offerings more
efficiently

12
A marketing plan is the central
instrument for directing and
coordinating the marketing
effort. It operates at a
strategic and tactical level

13
Strategic Tactical
✘ Target marketing ✘ Product features
decisions ✘ Promotion
✘ Value proposition ✘ Merchandising
✘ Analysis of marketing ✘ Pricing
opportunities ✘ Sales channels
✘ Service

14
15
✘ Define the corporate mission
✘ Establish strategic business units (SBUs)
✘ Assign resources to each SBU
✘ Assess growth opportunities

16
✘ Focus on limited number of goals
✘ Stress major policies and values
✘ Define major competitive spheres
✘ Take a long-term view
✘ Short, memorable, meaningful

17
Major
Competitive
Spheres

18
Company Product Market

Missouri-Pacific We run a railroad We are a

Railroad people-and-goods
mover

Xerox We make copying We improve office

equipment productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We entertain people

19
20
✘ It is a single business or collection of
related businesses
✘ It has its own set of competitors
✘ It has a leader responsible for strategic
planning and profitability

21
22
Corporate culture is the shared
experiences, stories, beliefs,
and norms that characterize
an organization.

23
✘ Avoid the innovation title for the team
✘ Use the buddy system
✘ Set the metrics in advance
✘ Aim for quick hits first
✘ Get data to back up your gut

24
25
✘ a framework used to evaluate a company's
competitive position and to develop
strategic planning
✘ strengths, weaknesses, opportunities and
threats.

26
External Analysis Internal Analysis

✘ Opportunities & Threats ✘ Strengths & Weaknesses

✘ Company culture,
✘ Customers, Competitors,
Company image,
Market trends, Suppliers Organizational structure

27
 “
Goal Formulation
- Once the company has performed a SWOT
analysis, it can proceed to goal formulation,
developing specific goals for the planning period

28
 “
1. They must be arranged hierarchically, from most to
least important.

2. Objectives should be quantitative whenever possible.

3. Goals should be realistic

4. Objectives must be consistent.

29
 “
Marketers need to be good at spotting opportunities. Consider
the following:

• A company may benefit from converging industry trends and introduce hybrid
products or
services that are new to the market. Major cell manufacturers have released phones
with
digital photo and video capabilities, and Global Positioning Systems (GPS).
• A company may make a buying process more convenient or efficient. Consumers
can use the
Internet to find more books than ever and search for the lowest price with a few
clicks.
• A company can meet the need for more information and advice. Angie’s List
connects individuals with local home improvement contractors and doctors that have
been reviewed by others. 30
 “
Marketers need to be good at spotting opportunities. Consider
the following:

• A company can customize a product or service. Timberland allows customers to

choose colors
for different sections of their boots, add initials or numbers to their boots, and choose
different
stitching and embroidery.
• A company can introduce a new capability. Consumers can create and edit digital
“iMovies”
with the iMac and upload them to an Apple Web server or Web site such as YouTube
to share
with friends around the world.

31
 “
Marketers need to be good at spotting opportunities. Consider
the following:

• A company may be able to deliver a product or service faster. FedEx discovered a

way to
deliver mail and packages much more quickly than the U.S. Post Office.
• A company may be able to offer a product at a much lower price. Pharmaceutical
firms have
created generic versions of brand-name drugs, and mail-order drug companies often
sell for less.

32
33
34
35
 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis sit amet
Lorem odio vel purus bibendum luctus.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis sit
Ipsum amet odio vel purus bibendum luctus.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Dolor Duis sit amet odio vel purus bibendum luctus.

36
Yellow
Is the color of gold, butter and
ripe lemons. In the spectrum
of visible light, yellow is found
between green and orange.
Yellow
Is the color of gold, butter and
ripe lemons. In the spectrum
of visible light, yellow is found
between green and orange.
Blue
Is the colour of the clear sky
and the deep sea. It is located
between violet and green on
the optical spectrum.
Blue
Is the colour of the clear sky
and the deep sea. It is located
between violet and green on
the optical spectrum.
Red
Is the color of blood, and
because of this it has
historically been associated
with sacrifice, danger and
courage.
Red
Is the color of blood, and
because of this it has
historically been associated
with sacrifice, danger and
courage.
37
 Mobile project
Show and explain your
Place your screenshot here
web, app or software
projects using these
gadget templates.

38
 Tablet project
Show and explain your
Place your screenshot here
web, app or software
projects using these
gadget templates.

39
 Desktop project
Place your screenshot here
Show and explain your
web, app or software
projects using these
gadget templates.

40
 Any questions?
You can find me at
@username & user@mail.me

41
Special thanks to all the people who made
and released these awesome resources for
free:
✘ Presentation template by SlidesCarnival
✘ Photographs by Unsplash

42
This presentation uses the following typographies and colors:
✘ Titles: Raleway Bold
✘ Body copy: Work Sans Light

You can download the fonts on these pages:

https://www.fontsquirrel.com/fonts/raleway
https://www.fontsquirrel.com/fonts/work-sans

✘ Yellow #ffbc00

You don’t need to keep this slide in your presentation. It’s only here to serve you as a design guide
if you need to create new slides or download the fonts to edit the presentation in PowerPoint®
43
44
SlidesCarnival icons are editable shapes.

This means that you can:

✘ Resize them without losing quality.
✘ Change fill color and opacity.
✘ Change line color, width and style.
Isn’t that nice? :)

Examples:

45
��
Now you can use any emoji as an icon!
And of course it resizes without losing quality and you can change the color.

How? Follow Google instructions

https://twitter.com/googledocs/status/730087240156643328

✋👆👉👍👤👦👧👨👩👪💃🏃
💑❤😂😉😋😒😭👶😸🐟🍒🍔
💣📌📖🔨🎃🎈🎨🏈🏰🌏🔌🔑
and many more...
46