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Where Growth is Hot but 4.Customer Value andStrategic PlanningShan-Yu Chou 12 Value Exploration Value Creation Value DeliveryMarketing and Customer ValueCorporate Strategic PlanningBusiness Unit Strategic PlanningMarketing ProcessShan-Yu ChouShan-Yu ChouHolistic Marketing andCustomer ValueOutline Example: StarbucksThe average customer education levels andincome Commoditized the brand and diluted thecustomer experiences3Shan-Yu Chou41
Value ExplorationValue Creation Customer’s Cognitive Space Company’s Core Competence Space Collaborator’s Resource SpaceShan-Yu Chou Identify customer benefits Utilize core competenceBusiness realignment may be necessary. Select and manage partners5Value Delivery6Strategic Planning Customer Relationship Management Internal Resource Management Business Partnership ManagementShan-Yu ChouShan-Yu Chou Corporate strategic planning Business unit strategic planning The marketing process7Shan-Yu Chou82
CorporateStrategic PlanningWhat is Strategic Planning?“The process of developing and maintaining astrategic fit between the organization’s goalsand capabilities and its changing marketingopportunities.”Shan-Yu Chou Defining the corporate mission Establishing strategic business units(SBUs) Assigning resources to each SBU Planning growth strategies9Portfolio DesignShan-Yu Chou10Figure 2-2:Growth-Share Matrix Analyze the current business portfolioBCG matrix Shape the future business portfolioProduct-market matrixShan-Yu Chou11Shan-Yu Chou123
The Future Role of Each SBU Figure 4-4: The Strategic-Planning GapBuildHoldHarvestDivestShan-Yu Chou13Growth StrategiesShan-Yu Chou14Figure 4-5: Three Intensive Growth Strategies: Ansoff’sProduct-Market Expansion Grid IntensiveGrowth Integrative Growth Diversification Growth Downsizing Older BusinessesShan-Yu Chou15Shan-Yu Chou164
Business Unit StrategicPlanningBusiness UnitStrategic PlanningFigure 4-6: The Business Strategic-Planning Process Shan-Yu Chou17Shan-Yu ChouTravelocity’s Web site helps the consumer plan thewhole vacation – flights, lodging, and car rental.com18Marketing Alliances Shan-Yu ChouPorter’s Generic Strategies Overall cost leadership Differentiation Focus19Product or service alliancesPromotional alliancesLogistic alliancesPricing collaborationsShan-Yu Chou205
Marketing ProcessPlanning Marketing Marketers mustpractice CustomerRelationshipManagement (CRM)and PartnerRelationshipManagement.Shan-Yu Chou21The Value-Delivery ProcessDesignproduct Procure MakeShan-Yu Chou22The Marketing Plan(a) Traditional physical process sequenceMake the productAnalyzing marketing opportunities;Researching and Selecting target markets;Designing marketing strategies;Planning marketing programs;Implementing and Controlling.Executive Summary & Table of ContentsSell the productCurrent Marketing SituationPrice Sell Advertise/promote Distribute ServiceOpportunity & Issue AnalysisObjectives(b) Value creation & delivery sequenceMarketing StrategyChoose the Value Provide the Value Communicate the ValueAction ProgramsProjected Profit-and-lossStrategic marketingTactical marketingShan-Yu Chou23ControlsShan-Yu Chou246
Factors Influencing CompanyMarketing Marketing enti n Mafo rksy rm etist at ngem ionMpl arksy ann etinst in gem gPlaceg ntin tioke zaar ni emM ga ystor sPolitical/legalenvironmentProductTarget PricecustomersPromotionoimrga Marpl niz keem at tien ionngta atio rsShan-Yu ChouPublicsSocial/culturalenvironment257
Example: Starbucks The average customer education levels and income Commoditized the brand and diluted the customer experiences Shan-Yu Chou 3 Outline Marketing and Customer Value Corporate Strategic Planning Business Unit Strategic Planning Marketing Process Shan-Yu Chou 4 Holistic Marketing and Customer Value Value .
