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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