Strategic Marketing

Management
Dr. Hesham O. Dinana
 THE BALDRIGE AWARD
POINT AWARDS
CATEGORY 2000 2002 2004

LEADERSHIP 150 90 90

INFORMATION & ANALYSIS 75 80 75

STRATEGIC PLANNING 75 60 55

HUMAN RESOURCES
DEVELOPMENT & 150 150 140
MANAGEMENT

PROCESS MANAGEMENT 150 140 140

BUSINESS RESULTS 100 180 250

CUSTOMER FOCUS &

300 300 250
SATISFACTION
 Business Firms in Transition
Then Now
Make everything inside the company Buy more things outside (outsource)

Improve on one’s own Improve by benchmarking others

Go it alone Network with other firms,collaborate

Focus domestically Focus globally and locally

Be product-centered Be market-and customer-centered

Make a standard product Make adapted and /or customized products

Focus on the product Focus on the value chain

Practice mass marketing Practice target marketing

Find a sustainable competitive advantage Keep inventing new advantages

Develop new products slowly and carefully Speed up the new product development
process cycle

Use many suppliers Use few suppliers

Manage from the top Manage up and down and across

Operate in the marketplace Operate also in the maketspace

 Strategy

Is a plan that integrates an

organization’s major goals,
policies, and actions
synchronized into a
cohesive whole.
Strategies Vs. Tactics
• Scale & Impact
• Time Frame
• Perspective of the Leader
 Stage One
Where Are We Now?
Strategic Analysis

Stage Two
Where Do We Want To Be?
Strategic Direction and Strategy
formulation

Stage Three
How Might We Get There?
Strategic Choice

Stage Four
Which Way Is Best?
Strategic Evaluation

Stage Five
How Can We Ensure Arrival?
Strategic Implementation and Control
Strategic Planning Process
Identify Strat egic
Fram e work

Ass es s Ent erprise

Environm ent and Internal
Capabilities

Form ulate Strat egic Plan

Upd at e Perfo rman ce

Me as ure Sco re Card s

Im ple me t Strat eg ic Plan

Monitor and Evaluate

Perfo rm ance
 Stage One
Where Are We Now?
Strategic and Marketing Analysis

Marketing Segmental, Approaches Approaches

to to
Auditing Productivity
Competitor Customer
& &
Analysis Analysis
SWOT Ratio
Analysis Analysis
 Stage Two
Where Do We Want To Be?
Strategic Direction and Strategy
formulation

Missions Market The

Segmentation,
and Formulation
Targeting
Objectives of
and
Strategy
Positioning
 Stage Three
How Might We Get There?
Strategic Choice

Product and Pricing The The

Distribution
Service Policies Promotional
Plan
Strategies and Plan
Strategies
 Stage Four
Which Way Is Best?
Strategic Evaluation

Criteria Modeling
of Approaches
Choice
 Stage Five
How Can We Ensure Arrival?
Strategic Implementation and
Control

Problems Management Measurement

to Control System
Overcome