Marketing Strategy and Competitive Positioning PDF eBook
Answers to the following questions are available in this document:
1. How does marketing affect customer value?
2. How does strategic planning carried out at different levels of the organization?
3. Guided by the elements in making an effective missions statement, think of a busine...
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Polytechnic University Of The Philippines
Entrepreneurial Marketing Strategies (ENTR20053)
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ASSIGNMENT 2
Strategic Marketing Planning
1. How does marketing affect customer value?
Customer value is the percieved benefit of a product/service to the customer
regardless of price. People buy things because they like them or think they need
them. Marketing influences the customer's process of comparing similar products.
Given a choose between two similar products, customers make decisions depending on
which provides great value. (e.g. famous brand, cheap price, etc.)
2. How does strategic planning carried out at different levels of the
organization?
The marketing department under a functional organization have specialists that
report to a marketing coordinator (manager of directors).
Multinational and diversified companies employ one product manager to coordinate
various marketing activities. Larger companies are able to call on functional
specialists when needed.
Companies such as Campbell Soups created brand sales managers that product manager
and sales roles that spend more time in the filed with salespeople and design more
localised brand strategies.
Othe companies such as Colgate-Palmolive and Procter & Gamble have adopted category
management. Here, the brand managers report to a category manager, who has total
responsiblity for an entire product line. This is advantageous because the category
managers have broader planning perspectives than brand managers.
Some companies, Including Nabisco employ a more sophiticated sytem using brand
teams or category teams. Instead of having brand managers it has three teams
covering biscuits: one ach for adult rich, nutritional and children's biscuits.
Headed by a category manager, each team includes several marketing people/brand
managers including promotion and has specialists from other departments such as
R&D, manufacturing, etc.
Category managers are completely responsible for their performance of the category
with the help of talented individuals.
3. Guided by the elements in making an effective missions statement, think of a
business that you want to put up someday and formulate your own statement of
mission.
To help solve plastic pollution,I want to put up zero-waste store that offer eco-
friendly, plastic free alternatives to everyday personal and home cleaning
products.This include shampoo, conditioner, detergent powder, and other cleaning
products. Customers would come in with their own reusable bag and containers to be
refilled with their chosen products.
Mission Statement
To offer eco-friendly, zero-waste personal and home cleaning products and make a
conscious effort to lessen plastic pollution for a better future.
4. Describe the marketing strategy process.
The marketing strategy process is crafted to help achieve the prupose of an
organisation. The process starts with the assesment of the company's S.W.O.T that
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