2. 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)
4. Lesson objectives
Explain the meaning of marketing
strategies
Introduce the four strategies of the Ansoff
matrix
5. Analysing markets and marketing
What type of forecasting might be used in each of the
following 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.
6. 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.
7. The basic idea behind the marketing
model
Analysis of where
we are
Determining how we
Review
compete
Developing a plan
8. Marketing Model
Constraints
1. Setting Marketing Objectives
2. Gathering data needed to decide
on a strategy 5. Control & 2. Market
review information &
analysis
3. Assessing alternative marketing Budgetary
strategies & implementing the Control Market research
choices 1.Objectives
Forecasting
4. Planning & implementing the
marketing mix, in accordance with 4. Planning
the marketing
3. Alternatives
& choices
the strategy mix Draft market
plans
5. Controlling & reviewing the
outcome of marketing decisions
9. 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.
10. The challenges facing Nokia
To 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?
11. 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.