STARTEGIC

MARKETING

DR. ALI YEHIA

LECTURE
1
Introduction
• Currently the General Manager for one of the top 20
multinational pharmaceutical company

• 25 years experience in 8 MNCs in the pharma industry.

• Assumed different 12 marketing ,commercial and operational

The lecturer roles.

• Post graduate studies

• 2 diplomas ESCP, British counsel
• MBA AAGSB
• DBA IBSS Denmark & IBAS Switzerland

• Lecture at Egyptian Culture Center

Introduction Why to study Startegic
marketing

What is Startegic marketing

and other marketing?

The module
How to study Startegic
marketings?
Professor Armstrong is an award-winning
teacher of undergraduate business
students.
Professor Kotler is one of the world's
leading authorities on marketing. Together
they make the complex world of marketing
practical, approachable, and enjoyable. Gary
Armstrong is Crist W.
How to study strategic Marketing?

Total Hours 24 Hrs.

Marketing Pass final Future

understanding Assignment Success

Number Of
Lectures: 8 Lectures

Lecture Duration
3 hours
 START WITH WHY.
Simon Sinek
is a British-American
author and
inspirational speaker.
He is the author of five
books, including Start
With Why.

https://simonsinek.com
Why to study Startegic marketing?

EMPLOYEE OR EMPLOYER
1. It is the core of success, and
We are all impacted…..
PRIVATE OR PUBLIC
2. Very important to integrate and
reinforce other modules as
LOCAL OR INTRNATIONAL
economics, int business , finance
and HR.
GOODS OR SERVICES
3. Very informative module as you
well redefine many perceptions.
NEW OR ESTABLISHED
MARKETING IS A KEY SUCCESS FACTORS FOR
BUSINESS
Strategic
Focus
• Strategic Focus (Leadership, Management,
Planning)

• People (Personnel, Staff, Learning,

Development)

• Marketing (Customer Relations, Sales,

Responsiveness)
People Marketing Finances

• Operations (Processes, Work)

• Finances (Assets, Facilities, Equipment

Operations
 WHAT IS MARKETING?

Marketing is
engaging
customers
and managing
profitable
customer
relationships
FORMS OF MARKETING
WH AT M A R K E T I N G Traditional
M A N A GE M E N T ?
• Making a sale
• Products availability in the nearby shopping centres
• Television, magazine, and printed ads
Contemporary
• Satisfying customer needs
• Imaginative Web sites and mobile phone apps, blogs, online videos, and
social media
• Reach customers directly, personally, and interactively

International marketing
• Known as global marketing, involves marketing products to people
across the world, it’s any marketing activity that occurs across.
• It is a viable option for businesses, due to advancements in
communication, transportation, and financial flow.
IS MARKETING
ART OR SINCE ?

Marketing is The art and

science of finding, engaging
, retaining, and growing
profitable customer
relationships
Marketing as a science has
• Marketing process
• Marketing management
MARKETING PROCESS VS MARKETING MANAGEMENT
marketing process
5-steps model for
creating and capturing
customer value.

marketing
Management
4- management
functions:
analysis, planning,
implementation, and
control
 1 2 3 4 5

THE
MARKETING
PROCESS: The marketing process involves five steps., The first four steps create value for
customers. First the final step, the company reaps the rewards of strong customer
1. understand the marketplace and customer needs and wants.
2. design a customer value-driven marketing strategy with the goal of
getting, engaging, and growing target customers.
3. construct a marketing program that actually delivers superior value.
4. Engaging customers, building profitable customer relationships, and
creating customer delight
5. capturing value from customers.
 MARKETING MANAGEMENT
• Analysis of the situation internally and
externally provides the information and
evaluations needed for planning phase.
• Planning develops company-wide
strategic plans and translates them into
marketing plans for each division,
product, and brand.
• Implementation, turns the plans into
actions.
• Control consists of measuring and
evaluating the results of marketing
activities and taking corrective action
where needed.
WHAT IS THE ULTIMATE GOAL OF MARKETING
PROCESS & MANAGEMENT ?
Continuous
management of the
marketing process for
determining the
needs and wants of
target markets and
delivering desired
satisfactions more
effectively and
efficiently than
competitors.
 Amazon, what's the secret behind Amazon's
worldwide success?

Jeff Bezos launched Amazon as an online bookstore in 1994. Since then, the company expanded to become the
– world’s largest online marketplace,
– AI assistant provider,
– live-streaming platform,
– cloud computing platform.
• Amazon developed a set of scalable and repeatable processes, combined with 14 leadership principles .
• The first Amazon leadership principle and the most important one is customer obsession: Leaders start with the
customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to
competitors, they obsess over customers
CUSTOMER NEEDS, WANTS, AND DEMANDS

Needs
• States of felt deprivation
– Physical needs—food, clothing, warmth, and safety
– Social needs—belonging and affection
– Individual needs—knowledge and self-expression
Wants
• Form taken by human needs when shaped by culture and
individual personality
Demands
• Human wants that are backed by buying power
WHAT ARE CONSUMERS’ NEEDS,
WANTS, AND DEMANDS?
Needs - state of felt
deprivation including
physical, social, and Feeling
individual needs i.e hunger

Wants - form that a human

need takes as shaped by Definitive Desire
culture and individual
personality i.e. bread

Demands - human wants

backed by buying power i.e. ability to act
money= ordering
GAME
 HOW DO YOU
SEE NEEDS,
WANTS,
DEMANDS,
AND PRODUCT
?
 HOW DO YOU
SEE NEEDS,
WANTS,
DEMANDS, need want

AND PRODUCT product

? Demand
MARKETING OFFERINGS

• Product that fulfills Customer needs

• Forms of products are goods or services or Hybrid such as, Physical

Objects, Services, Events, Persons, Places, Organizations, Ideas.

• Sometimes customer needs are fulfilled through some combination of

tangible and intangible goods and services.
DOMINO’S OFFERING Value Proposition

• A GOOD HOT PIZZA, DELIVERED TO

YOUR DOOR WITHIN 30 MINUTES OF

ORDERING, AT A MODERATE PRICE

 WHAT IS GOODS?

¢ Goods is anything tangible

that can be offered to a market
to satisfy a want or need and it
is accompanied by use
consumption ownership.
 WHAT IS SERVICES ?

¢ SERVICE is anything intangible that can be offered to

satisfy a want or need and do not result in the ownership.
¢ Examples include:
l Hospital
l Insurance
l Internet
l Barber shop
THE GOODS SERVICES CONTINUUM

Pure Service
Tangible Good Pure Service
Tangible With Hybrid With
Good Accompanying
Accompanying Minor Goods
Services
DOES THE
MARKETING
OFFERINGS A ONE-
WAY
COMMUNICATION !

EXCHANGE?

RELATIONSHIP?

WHERE DOES THIS

HAPPENED?
EXCHANGES AND
RELATIONSHIPS
• Exchange is the act of
obtaining a desired object by
offering something in return.

• Relationships, is the
marketing role to create,
maintain and grow desirable
exchange relationships.
• Strong relationships are
built by consistently
delivering superior customer
value.
• All the above interactions
took place in the
marketplace
WHAT IS THE
MARKETPL ACE?

• A marketplace is any
location, whether in person
or online, that facilitates the
exchange of goods between
buyers and sellers where
transactions happen in
both directions.
EXCHANGES AND RELATIONSHIPS
 MICROENVIRONMENT

Intermediaries ~ Distributors~ subagents ~wholesalers ~Broker

Media ~public
 MACROENVIRONMENT

PESTLE analysis= Macroenvironmental analysis = Political, Economic, Social, Technological, Legal

and Environmental
 STRATEGIC MARKETING
• The process of defining the
organization’s
business, mission, and goals;
identifying and framing
organizational opportunities;.
• formulating Integrated
marketing strategies, that
creates customer value and
achieves profitable customer
relationships
• A business technique that
provides value to the https://hingemarketing.com/blog/story/strategic-marketing-for-
professional-
customers, thereby services#:~:text=Strategic%20Marketing%20is%20the%20use,to
differentiating itself from its%20price%20and%20promote%20them
competition
INTRODUCTION TO STRATEGIC MARKETING, STRATEGIC
PLANNING , CORPORATE LEVEL

vision

mission

Goals & Objectives

Strategies & Tactics

Implementation& control
INTRODUCTION TO STRATEGIC MARKETING , VISION STATEMENT

A brief description of what a

company desires to achieve in the
future
INTRODUCTION TO STRATEGIC MARKETING , MISSION STATEMENT

A brief description of an
organization’s purpose and how
it serves audiences through the
types of products or services it
provides them with.

• Google: “To organize the world's information and make it universally accessible and useful.”
• Microsoft: “To empower every person and every organization on the planet to achieve more.”
LinkedIn: “Connect the world’s professionals to make them more productive and successful.”
• TED: “Spread ideas.”
 INTRODUCTION TO STRATEGIC MARKETING , GOALS, OBJECTIVES,
STRATEGY, AND TACTICS

• GOAL IS DEFINED AS THE DESTINATION , A BROAD PLAN

TOWARDS WHICH THE ACTIONS ARE DIRECTED.

• OBJECTIVES: ARE QUANTIFIED GOALS SMART SPECIFIC,

MEASURABLE W/MEASUREMENT, ACHIEVABLE, RELEVANT
AND TIME ORIENTED

• STRATEGY: THE METHOD USED TO ACHIEVE OBJECTIVES

E.G. WE WILL ACHIEVE OUR OBJECTIVE OF INCREASING
PROFITS BY GROWING MARKET SHARE IN EXISTING MARKET

• TACTICS: HOW RESOURCES ARE DEPLOYED IN AN AGREED

STRATEGY. WE WILL SET UP A NEW TELEPHONE CALL
CENTER AND TARGET NEW CUSTOMERS
CORPORATE STRATEGY
&
MARKETING STRATEGY
• Corporate strategy
refers to the overall
strategy used to guide a
business, a plan for long-
run and it is broader
than marketing strategy.

• Marketing Strategy is
a long-range plan for
achieving the
organization's goals,
THE REL ATIONSHIP BET WEEN CORPORATE STRATEGY & MARKETING STRATEGY

A marketing
strategy and a
corporate
strategy,- should
be synchronized to
attract, retain and
optimize value
from customers
ACTIVITY
#1
 Match. Numbers & letters

1- HAVE DISTRICT SALES MANAGERS WORK WITH SALES

REPS TO SCHEDULE APPOINTMENTS WITH THE TOP FIVE
CUSTOMERS FOR EACH TERRITORY. PREPARE A SELL
SHEET SHOWING DOLLARIZED VALUE OF USING THE
PRODUCTS IN COMBINATION.

2- FOCUS SELLING EFFORTS ON EXPANDING THE SHARE

OF WALLET WITH CURRENT CUSTOMERS.

3- Achieve $25 million in sales by the end of the third

quarter of this year.

4- WIN THE NATIONAL SALES CONTEST FOR OUR REGION.

• GOAL: WIN THE NATIONAL SALES CONTEST FOR OUR
REGION.

• Objective: Achieve $25 million in sales by the end of the

third quarter of this year.

• STRATEGY: FOCUS SELLING EFFORTS ON EXPANDING

THE SHARE OF WALLET WITH CURRENT CUSTOMERS.

• TACTICS: HAVE DISTRICT SALES MANAGERS WORK

WITH SALES REPS TO SCHEDULE APPOINTMENTS WITH
THE TOP FIVE CUSTOMERS FOR EACH TERRITORY.
PREPARE A SELL SHEET SHOWING DOLLARIZED VALUE
OF USING THE PRODUCTS IN COMBINATION.
STRATEGIC
PLANNING
MARKETING
STRATEGIES
FORMULATION
 STRATEGIC PLANNING
Strategic intent Aspirational plans, overarching purpose or
intended direction to reach an organizational vision.

Strategic planning

• The process of developing and maintaining a strategic fit

between the organization’s goals, capabilities and its changing
marketing opportunities.
• Game plan for long-run survival and growth
• Helps to maintain a strategic fit between COMPANY goals and
capabilities and changing marketing opportunities.
HONDA’S
STRATEGIC
INTENT
• Honda made the decision to enter the
motorcycle market. But rather than
look to imitate Harley Davidson or
Yamaha’s success, Honda chose to start
with products that were intentionally
different. Honda’s competitors didn’t
see Honda as a threat initially because
there was no encroachment on the
core business.
• , Honda developed a loyal customer
base and strong brand recognition. That
allowed Honda to attack competitors
from a position of strength.
MARKETING
STRATEGIES
FORMULATION 2 1
1) situation is
analysis

2)MISSION 3
STATEMENT
OBJECTIVE'S &
GOALS.

3)FORMULATE
STRATEGY
SWOT ANALYSIS

Strengths
(internal)

Weaknesses
(internal)
SWOT ANALYSIS
&
Opportunities
PESTEL (external)

Threats
(external)
 THE BCG GROWTH-SHARE MATRIX
The best-known portfolio-planning method was developed by the
Boston Consulting Group (BCG), a leading management
consulting firm.

This BCG Growth-Share matrix shows the classification of

company’s SBUs. Market growth rate provides a measure of
market attractiveness. Relative market share serves as a
measure of company strength in the market.

The Growth-Share Matrix defines four types of Products/ SBUs:

• Stars are high-growth, high-share businesses or products.

• Cash cows are low-growth, high-share businesses or

products.

• Question marks, are low-share business units in high-growth

markets.

• Dogs are low-growth, low-share businesses and products.

 BUSINESS PORTFOLIO
WIDTH, LENGTH, AND DEPTH
Product X
• Business Portfolio is a Collection of
businesses and products that make up the
company

• Steps in business portfolio planning:

– Analyze the firm’s current business
portfolio
– Identify the strategic business units
(SBUs)
– Assess SBUs’ attractiveness and
decide on the level of support SBU
deserves
– Develop strategies to shape the
future portfolio, resources toward
more profitable businesses and
phase down or drop its weaker
ones
 The development of marketing strategies
1. BUSINESS PURPOSE company’s overall strategic
goals ,
1
2. ENVIROMENTAL ANALYSIS external and internal
then SWOT analysis
2 3
3. COMPANY ANALYSIS NEXT to external an
internal analysis of the company's situation. then 4
SWOT analysis
4. CORE STRATEGY marketing strategies that will help
the attain strategic goals .
5. MARKET TARGET - STP ( segmentation ,targeting
and positioning) 5 7 6
6. COMPETEIVE ADVANTAGE An advantage over
competitors gained by offering greater customer value
7. COMPETEIVE POSITIONING Differentiation and
Positioning Strategy
8. Implementations, company turns the plans into 8
actions, allocate the required resources the are
9
necessary to carry out that strategy and all the other
marketing activities
9. Control, All companies need tracking, measuring and
evaluating the results of marketing activities and taking
corrective action where needed. and monitor new
developments in the environment
COMPETITIVE
ADVANTAGES

• Competitive advantage: refers

to an advantage over competitors
gained by offering greater
customer value, either by
– Providing high quality
– Providing benefits that
justify higher prices
– Having lower prices

• Firms practice many approaches

for Identifying Possible Value
Differences and differentiation.
– Channel differentiation.
– people differentiation.
– Image differentiation.
COMPETITIVE POSITIONING

• Identifying a set of
differentiating competitive
advantages on which to build a
position, choosing the right
competitive advantages, and
selecting an overall positioning
strategy.
TESLA.
Tesla decided to break into the
electric vehicle (EV) marketplace with
a luxury sports model. At this time,
the electric vehicle market valued
economy over form and function.
Tesla decided not to compete with
the Chevy Volt or Toyota hybrids and
instead go after the high-end market.
DO EVERY BUSINESS NEEDS MARKETING ?

• YES
• NO
• May be ?
THE ROLE OF MARKETING IN THE
ORGANIZATION
GROWTH OF NOT-FOR-PROFIT MARKETING

• Nonprofit marketing. The goal of nonprofit marketing is:

– to promote the organization's ideals
– spread the message of the organization
– to get the attention of potential volunteers and donors
– ask donations and call for volunteers
– expose the organization to an outside audience

https://www.investopedia.com/terms/n/nonprofit-marketing.asp
LET’S
ADJORN