Marketing Strategy

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MARKETING STRATEGY

Objectives:
• Understand the importance of strategic positioning and its relationship to the mix.

• Learn to maximize marketing potential by managing portfolios of activities & brands.

SESSION 1 (12/01/12)

Introduction to Strategic Marketing: Strategic segmentation

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Strategic mission: (company website_The Coca Cola Company_Barilla)

Company mission: (company website _ About us)

• Values (shared by all associates), principals, “raison d’être” (quality)

• Fundamental questions:

o What business are we in?

o Who are our customers? (target)

o What do we do for them (products, services)

o What business will we be in, in the future?

o What should it be?

• Mission statement components:

o Define precise objectives (qualitative)

o State company values

o Identify competitive scope:

▪ Sectors

▪ Products & applications

▪ Customer segments

▪ Competences: capability to deliver something (resources; financial, human, technological…). Resources ( competence ( core competence ( competitive advantage (perceived value & relative cost)

▪ Position within the industry

▪ Geographic reach

Define scope activities: Products areas, brand policy, diversification, internationalization…

Market segmentation, targeting, product positioning

Strategic Business Units (SBUs)

Corporate strategy ( activities (

• A1 ( Strategic Business Unit 1(SBU)

• A2 ( Strategic Business Unit 2

• A3 ( Strategic Business Unit 3

Objectives of strategic segmentation:

• Contribute to the overall company strategy.

• Define the desired portfolio of activities of the company.

SBU: divides an organization into homogeneous sub parts based on various criteria.

Connection between strategic segmentation & marketing segmentation

| |Strategic segmentation |Marketing segmentation | |Level involved |Whole organization |SBU | |Segmentation basis |Form sub organizations based on homogeneous strategic |Form homogeneous consumer groups | | |activities | | |Segment types |SBU or strategic segment |Market segments | |Segmentation objective|Encourage analysis & strategic decision making |Chose one or several segments (targeting) | | |Identify opportunities for development or the need to |Offer products developed for the targets | | |withdraw from activities |Define the marketing mix for these products | |Segment definition |All the activities which relate to the same group of |Group of consumers exhibiting similar behavior in relation to | | |resources & competences (SBU) |the products & services offered by the organization. This | | | |group is supposed to answer in the same way to the offer | | | |(market segment) |

Defining the business:
• Needs: which needs to satisfy?
• Customer segment: who to satisfy?
• Technology: how to satisfy (core competences, invest in a specific area) ⇨ Defined according to consumer needs & not products....
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