Summary

Summary Marketing Planning and Strategic Management (private specialization).

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Course
Marketing Planning and Strategic Management

Institution
Haagse Hogeschool (HHS)

Book
Marketing Plan Handbook: Pearson International Edition

This summary is written for the test of the private-specialization course named: ''Marketing Planning and Strategic Management''

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Uploaded on November 4, 2019
Number of pages 17
Written in 2017/2018
Type Summary

european studies
es4
es3
private
de haagse hogeschool
thuas
marketing
marketing planning
strategie
strategy
strategic management
the hague university of applied sciences
hhs
marketing planning and str

Book Title:Marketing Plan Handbook: Pearson International Edition

Author(s):Marian Burk Wood, Marian Burk, M.B.A. Wood

Edition:2013
ISBN:9781292021676
Edition:5

Institution
Haagse Hogeschool (HHS)
Education
European Studies
Course
Marketing Planning and Strategic Management

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Table of content
First Part: Marketing Planning......................................................................................................................3
Chapter 1: Marketing Planning: New Pace, New Possibilities.......................................................................3
Marketing& Value:...................................................................................................................................3
Purpose of marketing planning:...............................................................................................................3
Second Part: Strategic Management............................................................................................................3
Chapter 1: Introducing strategy....................................................................................................................3
1.2.............................................................................................................................................................3
1.2.1 Defining strategy..........................................................................................................................4
Three leading strategy theorists:..........................................................................................................4
1.2.2. Levels of strategy........................................................................................................................4
1.2.3. Strategy Statements...................................................................................................................5
1.3. The Exploring Strategy Model............................................................................................................5
1.3.1. Strategic Position........................................................................................................................5
1.3.2. Strategic Choices.........................................................................................................................6
1.3.3. Strategy in Action........................................................................................................................6
1.4. Strategy Development Processes......................................................................................................6
Chapter 2......................................................................................................................................................6
2.1 Introduction........................................................................................................................................7
2.2 The Macro-environment.....................................................................................................................7
2.2.1 The PESTEL framework................................................................................................................7
2.2.2 Building scenarios........................................................................................................................7
2.3 Industries and Sectors........................................................................................................................8
2.3.1 Competitive forces- the Five Forces Framework..........................................................................8
2.3.2 Complementors and Industry Life Cycles.....................................................................................9
2.4 Competitors and markets.................................................................................................................10
2.4.1 Strategic Groups........................................................................................................................10
2.4.2 Market Segments...........................................................................................................................10
2.4.3 Competitor analysis and ‘Blue Oceans’......................................................................................11
2.5 Opportunities and Threats................................................................................................................11
Chapter 3....................................................................................................................................................11
3.1 Introduction......................................................................................................................................11
3.2 Foundations of Strategic Capability..................................................................................................12

1

, 3.2.1 Resources and competences.....................................................................................................12
3.2.2 Dynamic capabilities..................................................................................................................12
3.2.3 Threshold and distinctive capabilities........................................................................................12
3.3 ‘VRIO’ Strategic Capabilities as A Basis of Competitive Advantage...................................................12
3.3.1 V- value of strategic capabilities................................................................................................12
3.3.2. R- Rarity....................................................................................................................................13
3.3.3 I- Inimitability.............................................................................................................................13
3.3.4 O- Organizational Support.........................................................................................................13
3.4 Diagnosing Strategic Capabilities......................................................................................................13
3.4.1 The value chain and value system.............................................................................................13
3.4.2. Activity Systems........................................................................................................................14
3.4.3. SWOT........................................................................................................................................14
Chapter 5....................................................................................................................................................15
5.1...........................................................................................................................................................15
5.2 Generic Competitive Strategies........................................................................................................15
5.2.1 Cost Leadership.........................................................................................................................16
5.2.2 Differentiation strategies...........................................................................................................16
5.2.3 Focus strategies.........................................................................................................................16
5.2.4 ‘Stuck in the middle’?................................................................................................................17
5.2.5 The Strategy Clock.....................................................................................................................17

2

, First Part: Marketing Planning

Chapter 1: Marketing Planning: New Pace, New
Possibilities

Marketing& Value:
Marketing: The activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners and society at large. This definition
emphasizes the importance of value: The difference between the perceived benefits a customer receives
and the perceived total price the customer pays.

Purpose of marketing planning:

Contents of a marketing plan

Basic steps of a marketing plan

Second Part: Strategic Management

Chapter 1: Introducing strategy

1.2
Strategy is the long-term direction of an organization

3

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