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Marketing Strategoes

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This presentation was made 1998

This presentation was made 1998

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  • MP wb p 11 Existing business å 14 Market trends p 23 Marketing environment p 24- Capabilities Customers Competitors Products/service portfolio
  • 6
  • 31
  • MP 96
  • MP wb p 103
  • MP wb p 162

Transcript

  • 1. Marketing Strategies NATO Sources: Evans&Berman :Marketing Dibb, Simkin, Bradley: The Marketing Planning Advertising Sales
  • 2. Slide Structure of Planning
      • Where
      • are we?
    Where should we go?
      • By
      • what
      • means ?
      • Who does
      • what and
      • when ?
      • How will
      • we know
      • where we
      • are then?
    Situation analysis Setting objectives Using compe- titive edge Co-ordination Follow up
  • 3. Core Analysis
    • Existing business
    • Market trends
    • Marketing environment
    • Capabilities
    • Customers
    • Competitors
    • Products/service portfolio
  • 4. Existing Business
  • 5. The market The culture The market segment The Image The offering
  • 6. Core Market Trends and Predictions
    • Sales: volume (units), financial values
    • Profitability
    • Market size
    • Market shares
    • Number and sizes of customers
    • Numbers of key competitors
  • 7. Environmental Forecasting
    • Major trends that will affect industry
    • Estimated date of impact
    • Evidence to support this trend
    Is there a gap in the market? Is there a market in the gap?
  • 8. Environmental analysis
    • Political/legal
      • monopolies legislation
      • protection laws
      • taxation policy
      • foreign trade regulations
      • employment law
      • government stability
    • Socio-cultural
      • population demographics
      • income distribution
      • social mobility
      • lifestyle chains
      • attitudes to work and leisure
      • consumerism
      • levels of education
    • Economic
      • business cycles
      • GNP trends
      • Interest rates
      • Money supply
      • Inflation
      • Unemployment
      • Disposable income
      • Energy availability and cost
    • Technological
      • government spending on research
      • government and industry focus of technological effort
      • new discoveries/development
      • speed of technological effort
      • rates of obsolescence
    What environmental factors are affecting the project? Which of those are the most important at the present time? In the next few years?
  • 9. Effective SWOT Analysis Internal factors External factors Threats Weaknesses Strengths Opportunities
  • 10. Slide Customer Expectations and Buying Processes For each segment fill in the following details (example: 35 mm cameras) Advanced Amateurs Photographers Customer profile Awareness of options Collect / read sales literature Technical / subjective appraisal Short list In store demonstrations Purchase Buying process 1. Magazines 2. 3rd party reference 3. Sales person Influences Feature level Reliability Range of lenses KCV’s
  • 11. Competitive Analysis The industry rivalry among existing firms Substitutes Potential Entrants Suppliers Buyers
  • 12. Brand and Product Positioning High Variable Purchase Price Low Low variable: Quality High
    • Merc
    • Jag
    • BMW
    • Rover
    • Ford
    • Citroen
    • Proton
    • Yugo
  • 13. Marketing Objectives
    • Improved productivity
    • Market penetration
    • Product development
    • Diversification
  • 14. The Marketing Plan Document
    • Summary
    • Objectives
      • Mission statement
      • Detailed organisation Objectives
      • Product Group Goals
    • Product/Market background
      • Product Range Explanation
      • Market Overview and Sales Summary
    • SWOT Analysis
    • Analysis of marketing environment, trends customers and competitors
  • 15.
    • Strategies
      • Core target markets
      • Basis for Competing/Differential Advantage
      • Brand / Product Positioning
    • Statement of expected results
    • Marketing Programmes
      • Marketing mixes
      • Tasks and responsibilities
    • Budgets
    • Appendices