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Marketing strategico 2012

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Breve descrizione delle fasi relative al piano di marketing strategico

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Marketing strategico 2012

  1. 1. Marketing strategy Paola GhioneInnovation Intelligence® May 12, 2012
  2. 2. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Strategy process Macro environment (PESTLE analysis): •Political • Economic •Social/Culture •Technological •Legislation •Environmental SWOT analysis Strategic Action Plan Evaluation •Corporate •Resources Microenvironment: Strategic •Business Units: •Profit and loss •Industry analysis Orientation •….. •Risks •Competitor analysis •Demand analysis •….. •….. Achievement Internal analysis: •Structure •Resources •Process •Culture Where are we at present? Where should we be? How do we achieve it?
  3. 3. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Strategic Plan• Mission• Strategic Objectives• Strategic Audit• Portfolio analysis• SWOT analysis• Objectives and strategies
  4. 4. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Mission and strategic objectives• Mission is the statement of the organization purpose – what it wants to accomplish in the large environment• It must ask: • What business are we in • What do consumers value? • What are we in business for? • What sort of business are we? • What makes us specials?• The mission states the philosophy and direction of a company, whereas the strategic objectives are measurable goals.
  5. 5. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Strategic Audit• It has two parts: • The external audit or marketing environment audit • The internal audit examines all aspects of the company
  6. 6. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.SWOT Analysis• The SWOT Analysis draws the critical strengths, weaknesses, opportunities and threats.• Through the opportunities and threats analysis manager anticipates important developments that can have an impact on the firm.• The strengths and weaknesses in Swot analysis do not list all features of a company, only those relating to critical success factors.
  7. 7. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.SWOT Analysis Understand the business Opportunities Threats Strengths Invest/maintain to Defense/maintain/ Evaluate our be leader exploit competitive position Disinvest or in the business Invest to strengthen strengthen Weaknesses urgently
  8. 8. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.SWOT case in a B2B service enterprise Opportunities : Threats: •Increasingly competitive market with •Legal market fragmentation strong connections between the companies •New legislation that would open the legal Strategic segment: and inbound and outbound value chain sector to marketing •Priority issue of road safety in the policy Transport firm and in the society •Still traditional legal industry that is not yet customer satisfaction oriented Strengths: •Already developed organization •To make more frequent marketing planning in Keep leader vision, by emphasizing: •Strong relations with stakeholders order to differentiate the company from the •back e al front office activities •Strategic and operative planning rest of legal service industry and by renovating: •Alliances •Invest in new alliances •physical environment •financial and economic reliability •Plan our community Weaknesses: Invest in branding strategies through: •Limited presence on internet •Invest in direct or online communication •Home Marketing •Little communication •Make the target informed on the news within •Relationship Marketing facilities and transport legislation •Integrated Marketing Communication •Societal Marketing
  9. 9. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Portfolio Analysis• Portfolio analysis helps managers evaluate the businesses making up the company.• It calls for management to assess the attractiveness of its various SBU’s and decide how much support each deserves.
  10. 10. Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Marketing Plan• Within an organization’s strategic plan are marketing plan for each business, product or brand.• Its contents are as it follows: • Executive summery • Current marketing situation • SWOT analysis • Objectives and issues • Marketing strategy • Action programs • Budgets • Control

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