Resources Ansoff matrix for Nokia HW Ansoff matrix worksheet
Homework Alysha AstraZeneca due Sept 30 Dell due Oct 14 Alex S Economies of scale W/sheet due Sept 24 AstraZeneca due Sept 30 Kaizen & JIT worksheets due Oct 6 Lara, Emma, Alysha, Alex Surridge p131. Operational Objectives Progress questions: 1,5,6,7 due Nov 5 All Have I given these back??? P85 Analysis and Evaluation Question 1. (Coca Cola)
Lesson objectives Explain the meaning of marketing strategies Introduce the four strategies of the Ansoff matrix
Analysing markets and marketingWhat type of forecasting might be used in each of thefollowing six cases? Justify your views.1. Predicting sales of raincoats in November.2. Forecasting the sales of fashion accessories.3. Predicting the likely attendance at a football match.4. Investigating how customers might react to a price cut.5. Forecasting sales of plain black socks.6. Estimating sales of a newly patented invention.
Selecting Marketing Strategies A market analysis should enable a marketing manager to understand where the market is and where it is going. This should feed into developing a marketing plan. The Marketing Strategy is the long-term marketing plan aimed at achieving the marketing objectives.
The basic idea behind the marketingmodel Analysis of where we are Determining how we Review compete Developing a plan
Marketing Model Constraints1. Setting Marketing Objectives2. Gathering data needed to decide on a strategy 5. Control & 2. Market review information & analysis3. Assessing alternative marketing Budgetary strategies & implementing the Control Market research choices 1.Objectives Forecasting4. Planning & implementing the marketing mix, in accordance with 4. Planning the marketing 3. Alternatives & choices the strategy mix Draft market plans5. Controlling & reviewing the outcome of marketing decisions
STP Businesses have to Then they decide which identify what segments segments they want to exist in a market. target. SEGMENTATION TARGETING Then they decide how to The requirements of each segment differ. So effective position themselves. marketing requires managers to understand these needs, decide on which segments are likely o be POSITIONING profitable for the business and then develop appropriate plans.
The challenges facing NokiaTo boost sales Nokia could target existing customers to get them to upgrade iPhone / Android customers to get them switch Blackberry users to get them to switch Current non-Smartphone users (older people?) Each of these would be a different strategy to achieve the same objective of increasing sales. Which of the above strategies would you recommend and why?
What might Nokia your ideas on your Write do if… sheet for what you think It was trying to sell this might involve. to It was trying more to existing develop new products customers? and offering these to existing customers? It was trying to target It wanted to offer new new segments of its products to new existing market? markets.