MARKETING STRATEGY. Dr. R K Gopal, Professor and Chairperson Mr. Brijesh Singh, Assistant Professor

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1 MARKETING STRATEGY Course Code Course Instructor UM15MB607 Dr. R K Gopal, Professor and Chairperson Mr. Brijesh Singh, Assistant Professor Course Credits 4 No. of Hours 52 Credit pattern ISA Lecture Tutorial Practical/ Seminar Self study Credits % (30% for two tests + 5% for activities +5% for attendance) ESA 60% Course Objectives Course Outcome This course will provide students an overview of the Marketing Strategy function in the corporate. A student will study Market- Oriented perspectives underlying successful corporate, business and marketing strategies, corporate strategy decision and their marketing implications, business strategies and their marketing implications, understanding market opportunities, measuring market opportunities: forecasting and market knowledge, targeting attractive market segments, differentiation and positioning, marketing strategies for new markets, growth markets, mature and declining markets. At the end of the course students are able to: 1. Understand the basic fundamentals of marketing strategy like understanding the marketing implications of corporate and business strategy, understanding market opportunities, targeting attractive market segments, marketing strategies for the new, growth and mature markets etc. 2. Apply the fundamentals of marketing strategy to different marketing scenarios 3. Understand and analyze different marketing situations and prepare a marketing plan. Pedagogy/Andragogy/ Didactics Each unit will have 60% of time in Lecture, 20% in case and 20% learning through GD, Flip classes, Audio-visuals and other activities.

2 COURSE PLAN (52 Hours) Coverage No. Session Topics %age Cum UNIT-1 1 Strategy, Components of Strategy Didactics 2 Hierarchy of Strategies Market Oriented Management, Differences between 1.92 Production and Market-Oriented Organization, Categories of e commerce 4 Formulating and Implementing Marketing Strategy Process, Marketing Plan 5 Components of a Corporate Strategy Corporate Scope, Corporate Objectives The Marketing Implications of Corporate Objectives, Corporate Growth Strategies 8 Allocating Corporate Resources -Portfolio Models, Sources of Synergy Assignment 1 to be given to students Unit 2 9 SBUs Designs, Dimensions, Generic Strategies Miles & Snow, Service Business, Impact of Internet How Business Strategies Differ in Scope, Environmental factors Environmental factors identify Attractive Opportunities, Seven Domains Seven Domains (Contd...) Case Study to be given to students 15 Seven Domains (Contd...) Seven Domains (Contd...) Case Study-Google Case Study-Google Assignment 2 to be given to students Unit 3 19 Forecaster s toolkit

3 20 Forecaster s toolkit (contd ) Mathematics Entailed in Forecasting (contd ) Mathematics Entailed in Forecasting (contd ) The Adoption Process, Diffusion Fundamental Tools in Marketing, Decision Processes, Importance and Objectives of Segmentation 25 Market Segments Best Defined Case Study to be given to students 26 Implications of Alternative Positions within the Market- Attractiveness/Competitive-Position Matrix, Targeting Strategies Presentation on Patanjali Case Study Presentation on Patanjali Case Study Assignment 3 to be given to students Unit 4 29 Positioning, Differentiation, Porter s Generic Strategies Physical and Perceptual Positioning Steps in the positioning process Guiding Development of Marketing Strategy Product Life cycle Product Life Cycle (contd..) Case Study to be given to students 35 New market entries, Objectives and Strategy Objectives and strategy (contd ) Presentation on Café Coffee Day Presentation on Café Coffee Day Assignment 4 to be given to students Unit 5 39 Growing Markets, Share Maintenance and Facts Marketing Objectives

4 41 Strategic choices for share leaders Strategic choices for share leaders Strategic challenges, The Process of Customer Value Management 44 Dimensions of Product and Service Quality, Determinants of Perceived Service Quality 45 Strategies for Low cost position, market share and volume growth 46 Marketing Actions for Accomplishing Growth Extension Objectives Strategies for Declining Markets New economy and elements characterizing Elements characterizing (contd..) Presentation on Case Innovation and Entrepreneurial SPIRIT Presentation on Case Innovation and Entrepreneurial SPIRIT Presentation on Case Innovation and Entrepreneurial SPIRIT Assignment 5 to be given to students Case Study to be given to students Text Book: 1. Marketing Strategy: a decision focused approach, Walker Mullins Boyd Larreche, 5e, Tata McGraw Hill Publication Reference Books: 1. Strategic Marketing by David W. Cravens, 7th Edition, McGraw-Hill 2. Strategic Market Management, by David Aaker,; 7th Edition, John Wiley & Sons 3. Strategic Marketing Management, by Richard M.S. Wilson, Colin Gilligan, 3rd edition, Routledge publications

5 Question Bank Unit 1 1. Define Strategy? 2. What should strategy specify? 3. What are the components of strategy? 4. State three levels of Strategy? 5. Define Market-Oriented Management? 6. What are the guidelines for market-oriented management? 7. What is the difference between Production Oriented and Marketing Oriented organizations? 8. State few recent developments affecting the strategic role of marketing? 9. What are the different categories of e-commerce? 10. What is the process of formulating and implementing marketing strategy? 11. What is marketing plan? 12. What are the contents of marketing plan? 13. What are the components of corporate strategy? 14. Define Mission Statement? 15. State few advantages of clearly stated mission statements? 16. What are the characteristics of effective corporate mission statements? 17. Define Corporate Objectives? 18. Give examples of few Performance Dimensions along with their measure? 19. What are the marketing implications of corporate objective? 20. Explain Ansoff s matrix with an example? 21. What is a BCG Matrix? 22. What are the limitations of BCG Matrix? 23. State few sources of Synergy in a corporate? Unit Define SBUs? 25. How should SBUs be designed? 26. What are the dimensions that define individual SBUs? 27. What are Generic Business Level Strategies? 28. Discuss in brief Miles and Snow typology for business units?

6 29. Define Services? 30. How Business Strategies Differ in Scope, Objectives, Resource Deployments, and Synergy? 31. State and Explain few Environmental Factors Favorable to Different Business Strategies? 32. Explain in brief 4C s framework to identify attractive opportunities? 33. Explain briefly Mullins Seven Domains of Attractive opportunities? 34. Differentiate between markets and industries? 35. What are the main components of Macro Environment? 36. State few examples of Demographic trends? 37. State few examples of Socio-Cultural trends? 38. State few examples of economic trends? 39. State few examples of regulatory trends? 40. State few examples of technological trends? 41. State few examples of natural trends? 42. Explain in details Porter s five forces model? Unit What are 2 broad approaches for preparing a sales forecast? 44. What are different methods for Estimating Market Potential and Forecasting Sales? 45. Define Market Sales Potential? 46. Give an example of Chain Ratio Method? 47. Define Sales forecast? 48. Define the consumer adoption process? 49. Explain the concept of diffusion of innovation curve? 50. State few cautions and caveats in forecasting? 51. Explain briefly the Strategic Marketing Decision Process? 52. What is the importance of Market Segmentation? 53. What are the objectives of market segmentation? 54. How are consumers market segmented? 55. Explain with an example Innovative Segmentation? 56. What are the Implications of Alternative Positions within the Market-Attractiveness/ Competitive-Position Matrix? 57. What are 3 common targeting strategies?

7 Unit Define Positioning? 59. What are Porter s Generic competitive strategies? 60. Differentiate between Physical and perceptual positioning? 61. What are different kind of positioning attributes? 62. What are the steps in the positioning process? 63. Give an example of perceptual positioning map? 64. State the generic format for positioning statements? 65. What are the different stages in a Product Life cycle? 66. Explain diagrammatically a PLC? 67. What are the characteristics of different stages in PLC? 68. What is a firm s normative response to different stages in PLC? 69. With respect to different stages in PLC state the Relationship of Strategic Market Objective, Investment Levels, Profits, and Cash Flow? 70. What are the limitations of a PLC? 71. What are the 6 categories of new products? 72. Pictorially represent the Categories of New Products Defined According to their Degree of Newness? 73. What are the Objectives of New Product and Market Development? 74. State few potential sources of competitive advantage for a pioneer? 75. State few advantages for a follower(late entrant) in the market? 76. State few Marketing Strategy Elements Pursued by Successful Pioneers, Fast Followers, and Late Entrants? 77. What are the Strategic Marketing Programs for Pioneers? 78. What are the mechanisms for entering foreign markets? Unit Why are growing markets attractive? 80. State few facts about share maintenance? 81. What are the Marketing Objectives for Share Leaders? 82. What are the strategies for share leaders? 83. State few marketing actions to achieve share-growth objectives? 84. What are the strategies for challengers to achieve a higher share in the market?

8 85. What are the strategic challenges in mature and declining markets? 86. What are the Common Strategic Traps During a Shakeout Period? 87. Which 2 strategic actions lead to success in mature markets? 88. Explain pictorially the process of Customer Value Management? 89. What are the dimensions of Product Quality? 90. What are the dimensions of Service Quality? 91. What are the Determinants of Perceived Service Quality? 92. What are the Methods of Maintaining a Low-Cost Position? 93. What are the Strategies for Maintaining Current Market Share? 94. What are the Strategies for Extending Volume Growth? 95. What are the Marketing Actions for Accomplishing Growth Extension Objectives? 96. What are the factors Affecting the Attractiveness of Declining Market Environments? 97. What are the strategies for declining markets? 98. What are the Marketing Actions for Strategies in Declining Markets? 99. What are the characteristics of new economy? 100. What are the elements characterizing new-economy technologies?