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    Process of Marketing Strategy Presentasi

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    Fariz Akbar Lallana
    The document discusses corporate, business, and marketing strategy. It states that corporate strategy involves deciding the scope and objectives of a business and the resources needed to achieve them. Business and marketing strategy is guided by top management's decisions about how, where, and when to compete. There is a two-way relationship where corporate strategy defines direction and constraints, while marketing strategy informs about external changes identifying opportunities and threats. The document also outlines the four stage process of marketing strategy - analyzing markets and customers, designing market-driven strategies, developing market programs, and implementing and managing strategies.

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    Download as PDF, TXT or read online from Scribd

    Process of Marketing Strategy Presentasi

    Uploaded by

    Fariz Akbar Lallana
    32 views15 pages
    The document discusses corporate, business, and marketing strategy. It states that corporate strategy involves deciding the scope and objectives of a business and the resources needed to achieve them. Business and marketing strategy is guided by top management's decisions about how, where, and when to compete. There is a two-way relationship where corporate strategy defines direction and constraints, while marketing strategy informs about external changes identifying opportunities and threats. The document also outlines the four stage process of marketing strategy - analyzing markets and customers, designing market-driven strategies, developing market programs, and implementing and managing strategies.

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    Process of Marketing Strategy presentasi

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    The document discusses corporate, business, and marketing strategy. It states that corporate strategy involves deciding the scope and objectives of a business and the resources needed to achieve them. Business and marketing strategy is guided by top management's decisions about how, where, and when to compete. There is a two-way relationship where corporate strategy defines direction and constraints, while marketing strategy informs about external changes identifying opportunities and threats. The document also outlines the four stage process of marketing strategy - analyzing markets and customers, designing market-driven strategies, developing market programs, and implementing and managing strategies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views15 pages

    Process of Marketing Strategy Presentasi

    Uploaded by

    Fariz Akbar Lallana
    The document discusses corporate, business, and marketing strategy. It states that corporate strategy involves deciding the scope and objectives of a business and the resources needed to achieve them. Business and marketing strategy is guided by top management's decisions about how, where, and when to compete. There is a two-way relationship where corporate strategy defines direction and constraints, while marketing strategy informs about external changes identifying opportunities and threats. The document also outlines the four stage process of marketing strategy - analyzing markets and customers, designing market-driven strategies, developing market programs, and implementing and managing strategies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    CORPORATE, BUSINESS

    AND MARKETING
    STRATEGY
    Reno Pramuda Dewa (19080574014)
    Sheila Anggi Putri (19080574030)
    Fariz Akbar (19080574073)
    Haikal Fahriansyah (19080574146)
    Corporate Strategy, Business and
    Marketing Strategy
    • Corporate consists of deciding the
    scope and purpose of the business,
    its objectives, and the initiatives
    and resources necessary to achieve
    the objectives.
    • Business and marketing strategy is
    guided by the decisions top
    management makes about how,
    when, and where to compete.
    Two-Way Relationship
    • While corporate strategy defines strategic direction, allocates resources, and
    defines constraints on what cannot be done, executives responsible for marketing
    strategy have a responsibility to inform corporate strategists about external
    change in the market that identifies opportunities and threats.
    Distinguish between corporate, business
    and marketing strategy
    Business and Marketing Strategy
    Relationships
    • An understanding of business purpose, scope, objectives, resources, and strategy
    is essential in designing and implementing marketing strategies that are
    consistent with the corporate and business unit plan of action.c
    • The chief marketing executive’s business strategy responsibilities include
    (1) participating in strategy formulation and
    (2) developing marketing strategies that are consistent with business strategy
    priorities and integrated with other functional strategies. Since these two
    responsibilities are closely interrelated, it is important to examine marketing’s role
    and functions in both areas to gain more insight into marketing’s responsibilities
    and contributions.
    PROCESS OF
    MARKETING STRATEGY
    Marketing Strategy Process
    • Strategic marketing is a market-driven process of strategy
    development, taking into account a constantly changing
    business environment and the need to deliver superior
    customer value.
    • Marketing strategy seeks to deliver superior customer value
    by combining the customer-influencing strategies of the
    business into a coordinated set of market-driven actions.
    • Strategic marketing links the organization with the
    environment and views marketing as a responsibility of the
    entire business rather than a specialized function.
    Marketing Strategy Process
    4 Stages
    Marketing Strategy Process
    The strategy stages shown in above the exhibit 1.6 is:
    • Markets, segments and customer value consider market and competitor
    analysis, market segmentation, strategic customer relationship
    management, and continuous learning about markets.
    • Designing market-driven strategy examines customer targeting and
    positioning strategies, marketing relationship strategies, and innovation
    and new product strategy.
    • Market-driven program development consists of brand, value-chain,
    pricing, and promotion and selling strategies designed and implemented
    to meet the value requirements of targeted buyers.
    • Implementing and managing market-driven strategies considers
    organizational design and marketing strategy implementation and
    control.
    Stage 1
    Markets,
    Segments, and
    Customer Value

    • Markets and Competitive Space


    • Strategic Market Segmentation
    • Strategic Customer Relationship
    Management
    • Capabilities for Continuous Learning
    About Markets
    Stage 2
    Designing
    Market-Driven
    Strategies

    • Market Targeting and Strategic Positioning


    • Strategic Relationships
    • Innovation and New Product Strategy
    Stage 3
    Market-Driven
    Program
    Development

    • Strategic Brand Management


    • Value-Chain Strategy
    • Pricing Strategy
    • Promotion Strategy
    Stage 4
    Implementing and
    Managing Market-
    Driven Strategy

    • Designing Market-Driven
    Organizations
    • Marketing Strategy Implementation
    and Control
    4 Stages
    Implementing and
    Markets, Designing Market-Driven
    Managing Market-
    Segments, and Market-Driven Program
    Driven Strategy
    Customer Value Strategies Development
    • Markets and
    Competitive
    Space • Market
    • Strategic Market Targeting and • Strategic Brand • Designing
    Segmentation Strategic Management Market-Driven
    • Strategic Positioning • Value-Chain Organizations
    Customer • Strategic Strategy • Marketing
    Relationship Relationships • Pricing Strategy Strategy
    Management • Innovation and • Promotion Implementation
    • Capabilities for New Product Strategy and Control
    Continuous Strategy
    Learning About
    Markets
    THANKYOU

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