Description

Developing a marketing strategy consistent with the company's objectives requires mastery of numerous skills, including business portfolio management, reconciling marketing and strategic segmentations, positioning ranges, as well as the use of 'decision support tools.

Who is this training for ?

For whom ?

Executives in charge of the marketing strategy of their business unit, business leaders, marketing directors, marketing managers, product managers, sales directors, communications.

Prerequisites

Basic knowledge of marketing.

Training objectives

At the end of the training, participants will have acquired the necessary skills to: Develop a strategic diagnosis Apply decision support matrices and tools Assess the competitive environment Target business portfolios Create value

Training program

• Business strategy and marketing strategy
  • Replace strategic marketing in the overall marketing demand.
  • The project, mission and objectives of the company.
  • Strategic choices and orientations of the 'company: consistency, reference framework, results indicators.
• The strategic diagnosis
  • Situation diagnosis: approach, key principles.
  • Identification of the environment: internal and external analysis.
  • Exercise: Carrying out a strategic diagnosis based on a case study.
• Decision support tools
  • Decision support matrices (Mac Kinsey, ADL, Porter.
  • ).
  • B to B tools: RMC and RCA.
  • Exercise: Exercises using decision support matrices and tools.
• Strategic segmentation
  • Manage marketing segmentation and strategic segmentation.
  • The definition of DAS.
• Competitive strategies
  • Evaluate the competitive environment.
  • Porter's model, cost domination, differentiation, segmentation.
  • Kotler's contributions (leader, challenger, follower , specialist).
  • Case study Based on a scenario analysis of the main competitors on the market.
• Business portfolio strategies
  • Simplifying models: BCG, Arthur D.
  • Little.
  • Using a complex model: the attractions-assets grid.
  • The Ansoff matrix.
  • Exercise: Work on a BCG and Ansoff matrix.
• Positioning and value creation
  • Positioning and brand value: notions of distinctive competence, brand image and customer value.
  • Perceived value, desired value.
  • Scenarios and projects towards operational plans.
  • Exercise: Exercise: positioning and creating value for a range of products and services of a company.