Strategic Marketing Plus 2000: Conceptual Framework

1
Strategic Marketing Plus 2000 Conceptual
Framework

• Competitive Audit
• Strategy Formulation
• Capability Enhancement

In a Highly Competitive Envt. Marketing Should

• Assure Sustained Satisfaction of Stakeholder
• Be Boundaryless Within the Organization
• Make the Brand More Valuable than the Product
• Treat the Business as a Service Business

2
Main Components of Marketing
What
S
T
C1
M
C3
C2
C4
V
Why
How
3
Evolution of Competitive Setting
Stable Interrupted Complicated
Sophisticated Chaos
2C 2.5C 3C 3.5C
4C
C1
C1
C1
C1
C1
C3
C2
C2
C2
C2
C3
C3
C3
C2
c4
c4
Production Selling Marketing
Market Customer Oriented Oriented
Oriented Driven Driven
Companys Evolution
4
Strategy Implementation