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Lecture Objectives
Planning - role/questions/processes?
Strategy - components and
measurement
Marketing planning
Marketing objectives
Core strategy
Marketing
Marketing mix decisions planning at
the product
Organization and implementation level
Control
2
Planning at the business level
Business mission
Re-definition
Marketing audit
SWOT analysis
Marketing objectives
Strategic Strategic
thrust objectives
3
Planning at the product level
Core strategy
Control
4
The Ashridge Mission Model
Purpose
(Why the company exists)
5
External marketing audit checklist
The market
Market size, growth rates, trends and developments The market
Customers, who are they, their choice criteria, how, when,
where do they buy, how do they rate us vs. the competition
Microenvironment
on Microenvironment
product, promotion, price, distribution
Economic: inflation, interest rates, unemployment
Market segmentation: how do customers group, what benefits
Social/cultural: age distribution, lifestyle changes, values,
Competition
do each group seek
attitudes Who are the major competitors
Distribution: power changes, channel attractiveness, growth
Technological: new productWhatandareprocess Competition
technologies,
their objectives materials
and strategies
potentials, physical distribution methods, decision makers and
Political/legal: monopoly What
control,
arenew laws,
their regulations
strengths and weaknesses
influencers
Ecological: conservation,Market
pollution, energy
shares and size of competitors
Profitability analysis
Entry barriers
6
Internal marketing audit checklist
Operating Marketing
Results Strategic Mix
Operating Effectiveness
(by product, customer, Issues Analysis Marketing
Results
geographic region •Marketing objectives •Product
(by product, Mix
•Price
•Sales •Market segmentation Effectiveness
customer,
•Market share •Competitive advantage •Promotion
geographic
•Profit margins •Core Strategic
competences •Distribution
region
•Costs •Positioning
Issues
•Portfolio
Analysis
analysis
Marketing Structures Marketing
•Marketing organisation Systems
•Marketing training •Marketing information system
•Intra- and interdepartmental
Marketing •Marketing Marketing
planning system
communication
Structures •Marketing Systems
control system
7
SWOT analysis
Source
9
Strategic thrust: the generic options
Market
Penetration Market
Existing or Development
Expansion
Products
Product Enter New
New/Related Development Markets
Existing New/Related
Markets
10
Testing core strategy
Clearly defines
target customers
and their needs
Creates a
Internally competitive
consistent advantage
Core
strategy
Derived to
achieve product Incurs
market acceptable
objectives risk
Resource and
managerially
supportable
11
Does the process of marketing planning answer
the key questions?
• Consistency
• Encourages monitoring of change
• A adaptable/flexible organisation
• Stimulates achievement
• Resource allocation
• Competitive advantage
Problems
• Political
• Opportunity cost
• Reward systems /short termism
• Lack/quality of Information
• Culture
• Personalities
• Lack of knowledge of skills