Marketing Strategy

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Topics: Marketing
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

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