Market planning: industry and competition , market planning: industry and competition , developing the marketing plan , distribution channel , analyzing the competition , swot analysis

1. Market planning: industry and
competition

2. Learning objectives
• Developing the Marketing Plan
• Purpose of the Marketing Plan
• Components of the Marketing Plan
• Creating an Industry Profile
• Finding Industry Information
• Current Size, Growth Potential, Profitability
• Industry Trends
• Distribution Channels
• Analyzing the Competition
• Finding Competitive Information
• Finding Direct Competitors
• Finding Indirect Competitors
• Anticipating Future Competition
• Identify Strengths and Weaknesses
• SWOT Analysis
• Building on Competitive Advantage
• Identifying a Position

3. Developing the Marketing Plan
 Purpose of the Marketing Plan
 Marketing strategy the company uses to make product to face customer
need
 Need to start with the broad view of the industry- growth rate, trend, to
determine the competitive position of the company
 A good market plan answer the following questions
 who is the target market
 What is the profile of the customer
 What is the timeline to get to market
 What promotions to use
 What will be the marketing strategy cost

4.  Components of the Marketing Plan
 Consist of five sections that should be performed individually
 Industry- size, growth rate, trends, profit characteristics, distribution channel,
geographical limitations
 Competitive analysis- who is the competitors, what is the base of competition( product,
price, distribution etc.)
 Market analysis- target market, customer profile, future markets
 Market penetration- marketing mix to get more market
 Pricing- strategy, policy and lists

5.  Creating an industry profile
 Sources of information- trade association, trade journal, libraries, govt. report,
university bank of resource etc.
 Current size, growth potential, profitability
 Industry trends
 Entrepreneurs should get out and talk with the peoples
 To attain Trade association meeting and trade shows
 Trade periodical are the best written source of industry trends

6. Distribution channel
 People and the processes involved in getting the product to the customer
 Distribution can be a major obstacle to a new business getting their product
to the market place
 The easiest way to get the product to the market is to plae it to a established
channel

7.  B2C
 Producer --- customer
 Producer--- retailer--- customer
 Producer--- wholesaler--- retailer– customer
 Producer– broker ---
 B2B
 Producer– business
 P– retailer– b
 P- wholesaler- r-b
 P- broker- w-r-b
• Service
• Service provider---
customer/business
• Service provider– broker--- c/b

8. Analyzing the competition
 Finding competitive information
 Finding direct competitors
 Finding indirect competitors
 Anticipating future competition

9. SWOT analysis
 Strengths
 Weakness
 Threats
 opportunities

10.  Building on competitive advantages
 Low cost
 Market differentiation
 Niche focus
 Identifying a position
 Customer are confused with tons of information
 Take the competitive advantage that give customer best value
 Positioning can be based on actual or perceived benefits