Marketing Strategoes

417 views

Published on

This presentation was made 1998

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Marketing Strategoes

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

    ×