Exconde, Riangelli February 16, 2019

MBA1A-R Marketing Management

How does marketing affect customer value?

Marketing influences buyers to get convinced and get curious on a certain product or
service. Marketing sets the expectation, features and purpose of the products or services being
communicated to the buyers. Customers have different preferences and perceived value of
products and services therefore making marketing a crucial part of the business. Since we have
different definition and perspective when it comes to defining customer value, let me define that
as a consumer, customer value for me is getting the full service or package of a certain product
or service versus the money I pay for it. I tend to buy a product or service when I think it is worth
my money and if it is worth my experience and convenience. For example, I have options
everyday to ride a bus, a taxi or grab going to work whenever I do not use the company’s shuttle
service perk. In those three-transportation service, the bus is the cheapest going to my work for
12 pesos, but you must go around different streets and it will take a longer travel time. The taxi
ranges around 120 – 150 pesos but the catch here is that not all taxi accept immediately a ride,
and some negotiates a fixed price therefore making it time consuming or sometimes inconvenient.
Grab as the last option, ranges 130 to 220 depending on the surge rates, but no questions are
asked, convenient and much safer versus the taxi. What I usually choose is Grab, because it is
safe, at the same time I earn points and no troubles or issues arises most of the time on their
service. They have well-mannered drivers and I am secured to get to work on time as they
frequently use Waze app for faster and smoother travel.
Grab marketing widens through experience itself, referrals, different options of services
and managing to give the most convenient means of transportation to customers. In conclusion,
the marketing and the experience brought to me by Grab has made me decide to patronize their
service among all other options. As long at it is worth my money, and I can afford a much
convenient, faster and safer means of transportation I will not hesitate to buy or to avail as a
customer and that what makes marketing influence the value perceived of any customer.

How is strategic planning carried out at different levels of the organization?

Strategic planning is an important process or step an organization must done. Strategic

planning helps a company set their priorities, goals and focus on which product or services to
offer to strengthen their competitive advantage in the market. In our organization, strategic
planning is done yearly for the monitoring, goal setting and identifying what is the status of the
company. This is discussed during MANCOM meetings wherein different tower managers or
department managers meet up to discuss strategic themes, set goals and objectives, formulate
different tactics and review or adjust plans. It is carried out through different parts of the
organization by starting in setting the agenda which is the yearly strategic formulation of targets
and goals. This is the planning stage wherein the core revolves around the mission and vision of
the company. This means that the plans for the coming years must be inline to what purpose the
company wants to convey and achieve alongside with core values that will support the procedures
and processes. Each department will have a contribution to the planning and as well as execution
to perform the whole operational plan of the organization successfully. Each process is co-related
or intertwine with one another therefore are dependent to each other to establish get a result.
Important part of the strategic plan of our company is the control process wherein KPIs or
Key Processing Indicators are established to measure the performance of each individual process
of the company. These are integrated to every employee’s score card and reflects the results
monthly and is being consolidated throughout the year for performance analysis.
 What does a marketing plan include?

Marketing plan is use by any organization to position the business in the market, discuss
targets, set up the marketing objectives and propose the strategical and tactical methods for the
products or services. It is a structure used by organization that contains historical data and
predictions that will help the organization identify methods, strategies and advertisements to
achieve the marketing objectives.