slides used at Harper Means Business event #HarperBiz2016

1. Harper Means Business
Strategic Marketing:
Decisions and Measuring Success
Becky Payne
Head of Dept. Land Farm and Agribusiness Management
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2. What is Strategy? and why is it important?
• Marketer's perspective
• Wider Operational/Supply Chain/Financial/People/Economic
issues….
So…
• What do I need to consider as a Marketing Director?
• How do I formulate my plan?
• How do I measure my success?
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3. The Marketing Environment
• What do I need to consider as I grow my business?
• What is going on in the world?
• What is going on that directly impacts my sector?
• What is going on that impacts upon my customers?
• What are my competitors doing?
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4. The World….
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5. The UK
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Key points:
Part-time – The decline in the number of part-time students has continued
(less than 25%)
Disadvantaged backgrounds – The student body has become more diverse
(42% more students from disadvantaged backgrounds)
Non-EU international students – proportion of students coming from
outside the EU increased from 9.0% in 2004-05 to 13.5% in 2013-14
Employment – Figures show that graduates have had consistently lower
unemployment rates compared with non-graduates
Gender split – In 2013–14, 56.1% of students were female

6. My Potential Customers
Food Students: Engineers:
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“Agri-tech underpins our food and
drink manufacturing sector, which
is the UK’s largest manufacturing
sector, worth £25 billion. The entire
agri-food supply chain – from farm
to table – is worth £96 billion.
A UK Strategy for Agricultural
Technologies defines this new
industrial sector for the first time.”

7. My Potential Customers
Business Students:
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8. Tools to make sure we capture everything;
• PESTLE
• Porters Five Forces
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9. Layers of the Business Environment
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The
Organisation

10. How do I formulate my plan?
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11. Identifying key success factors
©2012 Robert M. Grant & Judith Jordan
www.foundationsofstrategy.com
11

12. Over to you…..
Link : https://todaysmeet.com/KeyFactorsUni
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13. What is our marketing strategy?
• 4 Ps?
• Price / Place / Promotion / Product
• 7Ps … add
• Physical Environment/ Process / People
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14. Price? Place?
£9000 pa
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15. Product?
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16. Promotion?
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17. Physical Environment/ Process / People
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18. How are WE measured?
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19. How do WE measure?
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20. How do YOU measure?
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21. The strategic process:
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1. Assess marketing environment
2. Assess the competitive environment
3. Identify core competencies required for your industry
4. Identify your target market
5. What makes you a superior choice in their eyes (aka gives
you competitive advantage)
6. How can you adjust the 7Ps to maximise these
opportunities?
7. What do you measure as success?