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Strategic Marketing Management Chapter 1

The document provides an overview of strategic marketing management. It discusses that strategic marketing refers to identifying competitive advantages in served markets and allocating resources to exploit them through a market-driven process. Strategic marketing aims to transform corporate objectives and business strategy into a competitive market position. The importance of strategic marketing includes making strategic choices, coping with changes, long-term business strategy, resource allocation, and aiding decision making. The process of strategic marketing involves collecting and analyzing information, identifying opportunities and threats, and applying creativity.

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Sapna Nibsaiya
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290 views11 pages

Strategic Marketing Management Chapter 1

The document provides an overview of strategic marketing management. It discusses that strategic marketing refers to identifying competitive advantages in served markets and allocating resources to exploit them through a market-driven process. Strategic marketing aims to transform corporate objectives and business strategy into a competitive market position. The importance of strategic marketing includes making strategic choices, coping with changes, long-term business strategy, resource allocation, and aiding decision making. The process of strategic marketing involves collecting and analyzing information, identifying opportunities and threats, and applying creativity.

Uploaded by

Sapna Nibsaiya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Strategic Marketing

Management
Sapna Nibsaiya
Marketing Management

• Marketing- CCD- Creating,


Communicating & Delivering
Value
• Marketing is most dynamic
function
Overview of
Strategic
Management
Strategic Marketing
• SM refers to an identification of one or more competitive advantages
a firm has in markets it serves & the allocation of resources to exploit
them.
• It’s a market driven process of strategy development that considers
constantly changing business environment & the need to deliver
superior customer value.

In a strategic role, marketing aims to transform corporate objectives


and business strategy into a competitive market position
Importance of Strategic Marketing
• Making Strategic choices
• Coping with Changes 1. Co SM in
vo
2. An lecting info lves-
l
• Long term business level strategy a r
3. Id lysing info mation
e rmati
• Resource allocation decision 4. Ap ntifying O on
plying & T
creati
vity
• Aid in decision making
• Sustainable competitive advantage

Where to compete, How to compete & When to compete


Process of Strategic Marketing
Portfolio analysis 
The process by which management evaluates the products and
businesses that make up the company. The first step is
identifying the strategic business units (SBU) that are vital to
the company. The well-known model of the Boston Consulting
Group (BCG) sorts the SBUs into a growth-share matrix,
leading to four types of SBUs:
1.Stars: high growth and high share units, in need of investment.
2.Cash cows: low-growth, high share units, producing cash.
3.Question marks: low-share units, in high-growth markets.
Require cash, but can turn out to be unprofitable.
4.Dogs: low-growth, low-share units, which are not very
profitable.
Future outlook
• Market penetration: company growth by increasing sales of current
products to current market segments without changing the product.
• Market development: company growth by identifying and
developing new market segments for current company products.
• Product development: company growth by offering modified or new
products to current market segments.
• Diversification: company growth through starting up or acquiring
businesses outside the company’s current products and markets
Managing Customer along PLC
Thank You!!

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