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Company and Marketing Strategy: Partnering to Build Customer Relationships A Global Perspective 2 Philip Kotler Gary Armstrong Swee Hoon Ang Siew Meng. 2-4 Companywide Strategic Planning: Defining Marketing’s Role Strategic Planning Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
2-8 Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company.
2-9 Analyzing the Current Business Portfolio Analyzing the current business portfolio is the process by which management evaluates the products and businesses making up the company.
2-11 Steps in Analyzing the Current Business Portfolio Identify key businesses making up the company: A strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businesses. 2-12 Steps in Analyzing the Current Business Portfolio Assess the attractiveness of various SBUs and decide how much support each deserves.
2-13 Analyzing the Current Business Portfolio The Boston Group Approach Growth share matrix is a portfolio planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative share. 2-15 Analyzing the Current Business Portfolio The Boston Group Approach Stars are high-growth, high-share businesses or products requiring heavy investment to finance rapid growth. 2-16 Analyzing the Current Business Portfolio The Boston Group Approach Question marks are low-share business units in high- growth markets requiring a lot of cash to hold their share.
2-21 Developing Strategies for Growth and Downsizing Market penetration is a growth strategy increasing sales to current market segments without changing the product. 2-22 Developing Strategies for Growth and Downsizing Product development is a growth strategy that offers new or modified products to existing market segments. 2-23 Developing Strategies for Growth and Downsizing Downsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company’s overall strategy. 2-24 Partner Relationship Management Partner relationship management is the process of working closely with partners in other company departments to form an effective value chain that serves the customer, as well as partnering effectively with other companies in the marketing system to form a competitively superior value- delivery network. 2-25 Partnering with Other Company Departments A value chain is a series of departments that carry out value- creating activities to design, produce, market, deliver, and support a firm’s products.
2-26 Partnering with Others in the Marketing System A value delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system. 2-27 Marketing Strategy A marketing strategy is the marketing logic by which the business unit hopes to achieve its marketing objectives.
2-28 Customer-Driven Marketing Strategy Market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes. 2-29 Customer-Driven Marketing Strategy A market segment is a group of consumers who respond in a similar way to a given set of marketing efforts. 2-30 Customer-Driven Marketing Strategy Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer. 2-31 Developing an Integrated Marketing Mix The marketing mix is the set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market.
2-34 Developing an Integrated Marketing Mix The four Ps Product is the goods and services in combination that the company offers to the target market. 2-35 Developing an Integrated Marketing Mix The four Ps Place is the company activities that make the product available to target customers. Margaret Burgess was born and bred in Ayrshire and has lived in the Cunninghame South constituency for 40 years. Philip joined Homes for Scotland in April 2012, assuming direct responsibility for managing the Executive Team, delivering business strategy and meeting the wide-ranging needs of member companies. With a career spanning over 25 years, Philip is well placed to deal with the significant challenges facing the home building industry as it strives to recover from the economic downturn.
In addition to addressing these and the myriad of other issues impacting the industry, Philip has a strong customer focus having most recently been involved in the development of specialist research and feedback tools to provide builders with vital buyer insight through his own consultancy. Susan Torrance is Chief Executive of the Highland Housing Alliance the company which project managed the build of the Expo in Inverness in 2010. Previously she has worked for Tullochs heading up their affordable housing division, been Managing Director of Albyn Housing Society Ltd and in the late 80’s, worked for the Housing Corporation in London.
Dr Mohammed Salah-Eldin Imbabi, BSc (Honours), MSc, PhD is a scientist, professional engineer and innovator in the diverse fields of civil engineering, low energy building engineering, energy efficiency and renewable energy.

Ian Williams is Chairman of Campbell Dallas LLP, head of renewables, a member of the firm’s tax consultancy group and corporate finance group.
Steven Tolson is a chartered surveyor specialising in property development, regeneration and valuation. His specific interest lies in the value, benefit and delivery of good urban design and sustainable places.
Elizabeth Leighton is a Senior Policy Officer with WWF Scotland, responsible for WWF’s work on climate change and energy efficiency.
A Strategy Document on The New Marketing Paradigm Holistic Marketing Lateral Marketing High-tech Marketing by PHILIP KOTLER Documentation Sponsored by. Printed on CANON The Strategic Trajectory for India Low cost, average quality domestic products. Printed on CANON Ranbaxy Pharmaceuticals (India) Originally sold bulk substances to unsophisticated markets but gross margins were too low to cover export costs. Printed on CANON Facing the Increasing Pressure for Marketing Accountability Marketing has become a one P discipline = selling. Printed on CANON Needed: Holistic Marketing Marketing must become strategic and drive business strategy. Printed on CANON HOLISTIC RELATIONSHIP MARKETING FRAMEWORK MARKET SPACE POTENTIAL OPPORTUNITIES BUSINESS INVESTMENT CUSTOMERS CORPORATIONCOLLABORATORS CUSTOMERFOCUSCORECOMPETENCIES COLLABORATIVENETWORK 2) How can we define relevant market space? Printed on CANON Responding to Low Margins and the Economic Slowdown Commoditization and rapid imitation leading to shorter product life cycles. Printed on CANON Responding to the Economic Slowdown Reevaluate your current resource allocations. Printed on CANON Marketing Strategies Are Showing Diminishing Returns Product differentiation is harder to achieve.
Printed on CANON Five Winning Strategies Cost reduction: (IKEA, Southwest Airlines, Wal-Mart, Enterprise Rent-a-Car). Printed on CANON Dual Strategies Planning for today Planning for today Defining the business. Printed on CANON In many markets, the growing number of competitors in mature markets leads companies to target niches of low profitability. Dogs are low-growth, low-share businesses and products that may generate enough cash to maintain themselves but do not promise to be large sources of cash.
Market development is a growth strategy that identifies and develops new market segments for current products.
Diversification is a growth strategy through starting up or acquiring businesses outside the company’s current products and markets.
Target marketing is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Promotion is the activities that communicate the merits of the product and persuade target customers to buy it. She was previously employed as the manager of East Ayrshire Citizens Advice Bureau, she is also an elected board member of the national charity, Citizens Advice Scotland.
These include driving higher loan to value ratio lending back into the mortgage mainstream for those who can sustainably afford such products, gaining public and political understanding on and support for alternative and more effective and cost-efficient ways of achieving low carbon targets, and ensuring that local authorities deliver an effective land supply.
Prior to this he enjoyed ten years as UK Marketing Director with a major national home builder. The company currently undertakes landbanking and housebuilding for the intermediate market, and has delivered some of the first National Housing Trust homes in Scotland. She has been a supporter of Homes for Scotland and a strong voice for house building in Scotland since its foundation. Major sponsors of Dr Imbabi’s research include the Engineering and Physical Sciences Research Council (EPSRC), Scottish Executive and the Carbon Trust. He is a Director of Ogilvie Group Developments and RICS Scotland, a visiting lecturer at a number of Scottish Universities and a chapter author of Urban Design in the Real Estate Development Process. As a former senior BBC correspondent he understands the importance of balance and neutrality.

Will Indian companies be able to defend their market against the growing invasion of foreign global brands? The Indian manufacturer of a Hugo Boss shirt gets only $12, or 10% of the final price of $120 that is paid by a customer of Saks Fifth Avenue. Cash cows are low-growth, high-share businesses or products that are established and successful SBUs requiring less investment to maintain market share.
Her personal interests include walking in the countryside and reading.Margaret is a member of the Standards, Procedures and Public Appointments Committee and the Welfare Reform Committee.
She helped establish the Existing Homes Alliance Scotland in 2010, a coalition of consumer, anti-poverty, social housing, industry and environment groups calling for action to make Scotland’s homes fit for the 21st century.
John Morrison is the owner of Morrison Media Strategies a leading PR, Public Affairs and Media Training company.
Geographical mix Geographical mix Market segment mix Market segment mix Customer mix Customer mix Product mix Product mix Channel mix Channel mix Promotion mix Promotion mix Decide whether to attack to gain market share rather than retrench. Improved customer experience (Starbucks, Harley Davidson) Improved customer experience (Starbucks, Harley Davidson) Innovative business model (Barnes & Noble, Charles Schwab, FedEx, Sony).
Shaping the business to meet needs of todays customers Shaping the business to meet needs of todays customers Improving alignment between functional activities and business definition Improving alignment between functional activities and business definition Organization mirrors current business activities Organization mirrors current business activities Optimizing current operations to achieve excellence.
Complements Complements Biscuits with sugar spread on it, with cinnamon, with chocolate, with white chocolate, with black chocolate, filled biscuits… Biscuits with sugar spread on it, with cinnamon, with chocolate, with white chocolate, with black chocolate, filled biscuits… Efforts reduction Efforts reduction Charles Schwab offers different channels for transacting such as retail stores, telephone, internet…. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value 4. She is also a member of the following Cross-Party Groups: Credit Unions, Diabetes, Housing, Volunteering and the Voluntary Sector. Dr Imbabi is the author of more than 80 peer-reviewed scientific papers and sits on the Editorial Board of the International Journal of Sustainable Built Environment, published by Elsevier.
She recently completed a Churchill Memorial Trust Travelling Fellowship to the US where she visited award winning home energy efficiency programmes in the United States. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it 5. Previously Elizabeth managed Scotland’s Global Footprint Project, which worked with local authorities to measure and reduce the carbon impact of their policies and programmes. Internationalization is offering less opportunities because either the good markets are overcrowded or the poor markets have no money.
She also managed the Wild Rivers Project, which helped prepare stakeholders for the implementation of the EU Water Framework Directive, and represented WWF UK on the WWF Arctic Programme.
The main defense for India will be developing stronger skills in innovation, differentiation, branding, and service. Prior to joining WWF, Elizabeth worked for the US Foreign Service, with postings in Moscow, Sofia, London and Edinburgh, along with a stint in Alaska developing the Arctic Council. Haiers brand name products are sold in Wal-Mart, Best Buy, Sears, Lowes, Home Depot and Target. The Indian manufacturer has no defense if the Brand Owner wants to switch to another manufacturer to whom he will pay $8 and keep $2 or pass it to the retailer to get more retail support. While great devices are invented in the Laboratory, great products are invented in the Marketing department.
The company moved into higher-margin businesses like selling branded generics in large volume markets like China and Russia.
In just five years, more than half of its US$ 250 million revenues now come from outside of India.

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