Strategic Marketing

An Introduction
Chapters 1 & 2
A Business Strategy

Where to Compete
The product-market investment decision

A Business
Strategy

How to Compete
Value Assets & Functional area
proposition competencies strategies & programs
 Evolution of Management Systems

Budgeting Long-Range Planning Strategic Planning Strategic Market Management

Control deviations Anticipate growth Change strategic thrust Cope with strategic surprises
Management and capability and fast developing threats/
and manage and manage
Emphasis complexity complexity opportunities

The past repeats Past trends will New trends and Planning cycles are inadequate
Assumption continue discontinuities are to deal with rapid changes
predictable
Process Periodic Real time

Time Period From 1900’s From 1950’s From 1970’s From 1990’s
Associated
With System
 Strategic Analysis

External Analysis Internal Analysis Overview of Strategic

Market Management
• Customer analysis •Performance analysis
• Competitor analysis • Determinants of
Market/Submarket strategic options
analysis
Environmental analysis

Strategic Analysis Outputs

• Opportunities, threats, • Strategic strengths,

trends, and strategic weaknesses, problems,
uncertainties constraints, and uncertainties

Strategy Identification, Selection,

And Implementation

• Identify business strategy alternatives

•Product-market investment strategies
•Customer value proposition
•Assets, competencies, and synergies
•Functional strategies and programs
•Select strategy
•Implement the operating plan
•Review strategies
 Core Core
Values Purpose

Business
Vision

The Business Vision

BHAG’s
 Product-Market Growth Directions

Present products New products

Present
Market Product
markets
penetration expansion

New
Market Diversification
markets
expansion

Vertical
integration