Strategic Value Creation: Delivery, STP, and Porter's Chain
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The Three Phases of Value Delivery
We can divide the value creation and delivery sequence into three distinct phases. This process begins before a product exists and continues through development and after launch. Each phase has significant cost implications.
- Choosing the Value (Strategic Marketing): This represents the “homework” marketing must complete before any product exists. Marketers must segment the market, select the appropriate target, and develop the offering’s value positioning. The formula Segmentation, Targeting, Positioning (STP) is the essence of strategic marketing.
- Providing the Value (Tactical Implementation): Marketing must determine specific product features, pricing strategies, and distribution channels.
- Communicating