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Strategic Marketing

Management
Welcome To the Course !!!
What is Strategic Marketing
• Starting off with a new Idea
• Changing the rules of the game
• Nothing is given: Starts of from
Scratch
• Creates Value
Strategic Marketing Means
• Managing for competitive advantage
• Viewing change as an opportunity
• Managing through people
• Shaping the strategically managed
organization
• Managing for focus and flexibility
Strategic Marketing

nvironmental Scanning
Strategy Formulation
Strategy Implementation
Strategic Contro
The Marketing concept
and market orientation
Evolving definitions of
Marketing
• AMA
– Marketing is an organizational
function and a set of processes for
creating, communicating and
delivering value to customers and
for managing customer relationships
in ways that benefit the organization
and its stake holders
Fig 1.1. Mutually beneficial
exchanges
Offers
Providers goals Products , services , etc . Customers goals

Survival
FinancialCustomer & provider satisfaction Solutions
Social Benefits
Spiritual Altruism
Ecological Well-Being
ect Purchases Ect.
Support ,
Responses
Components and Context of
Marketing Orientation
Customer
orientation

Marketing-Led
Competitor organizational Inter-functional
orientation culture orientation

Focus on the long term


Hierarchy of Strategy
CORPORATE STRATEGY

BUSINESS STRATEGY

Product / Market
Model for Strategic
Marketing

Seek
rnal Environment
Exposure
Political to Delineate
Social Broad Undertake
Relevant
In - depthTrends
Analysis of the Significanc
Economic Trends
Regulatory
Technological
Inputs
form
Strateg Internal
Forecast Environme
Product / Market Momentum Without
ic Trends
nt
Action
Analyze
Impact on Product / Market
Strateg
Forecast
ic
Product / Market Momentum With Trends
Action

Corporate
Strategy
Forecast
of the Significance of Trends
Direction of Trends in the future

Strateg
Analyze New Opportunities
ic
Action Inputs form
Internal
Environment
Scanning the Environment

PEST Analysis
DEEP-LIST Analysis
THE ENVIRONMENT

External Internal

Macro Micro Controllable


Variables
DEEP- Suppliers Mission/Goals/
LIST Customers Objective
Competitors 4 Ps
Subsitutes Structure
New Entrants SOP’s
The
External
Environme
nt
Opportunities and Threats
• Opportunity
– A condition in the general
environment that if exploited, helps
a company achieve strategic
competitiveness
• Threat
– A condition in the general
environment that may hinder a
company’s efforts to achieve
strategic competitiveness
Components of the External Environmental
Analysis

16
General Environment
(cont’d)
• The Economic Segment
– Inflation rates
– Interest rates
– Trade deficits or
surpluses
– Budget deficits
or surpluses
– Personal savings
rate
– Business savings
rates
– Gross domestic
product
General Environment
(cont’d)
• The Sociocultural Segment
– Women in the
workplace
– Workforce
diversity
– Attitudes about
quality of
worklife
– Concerns about
environment
– Shifts in work and
career
preferences
– Shifts in product
and service
preferences
General Environment
(cont’d)
• The Global Segment
– Product
innovations
– Applications of
knowledge
– Focus of private
and
government-
supported
R&D
expenditures
– New
communicatio
General Environment
(cont’d)
• The Technological
Segment
– Product
innovations
– Applications of
knowledge
– Focus of private
and
government-
supported
R&D
expenditures
– New
communicatio
General Environment
(cont’d)
• The Political/Legal
Segment
– Antitrust laws
– Taxation laws
– Deregulation
philosophies
– Labor training
laws
– Educational
philosophies
and policies
General Environment
• The Demographic
Segment
– Population size
– Age structure
– Geographic
distribution
– Ethnic mix
– Income
distribution