Env strategy and mkt planning@4 3-07

Marketing Strategy The Internal & External Environment

Planning Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Managing Marketing Strategy and the Marketing Mix Marketing In A Nutshell

Today’s Topic ,[object Object],[object Object],[object Object]

At it most simplest form, marketing strategy consists of four steps ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Analysis Step ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Company Has Two Key Marketing Environments ,[object Object],[object Object],[object Object],[object Object]

SWOT Analysis Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do we know what to examine in a SWOT (micro) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do we know what to examine in a SWOT (macro) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When do these become important to you?

How do we know what to examine in a SWOT (macro) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When do these become important to you?

How do we know what to examine in a SWOT (macro) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

But What Do We Do With The SWOT? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Do We Assess A SBU? ,[object Object],[object Object],[object Object],[object Object],[object Object]

So How Does This Work? ,[object Object],[object Object],[object Object]

Strategic Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Planning Product/Market Expansion Grid Developing strategies for growth by identifying, evaluating, and selecting promising new market opportunities

Once we decide where we stand and how we might grow we can get into the more tactical areas of planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Planning to Implementation: The Marketing Mix ,[object Object]

However… The Four P’s Taked A Rather Internal View Our Goal Is To Take A Internal & External View ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],P-4 C-4

[object Object],[object Object],[object Object],[object Object],Marketing Management: Implementation

Marketing Control Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Marketing Marketing audit Strategic control looks at whether the company’s basic strategies are matched to its opportunities 4 P’s The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. Analysis feeds the development of strategic plans. Marketing activities are evaluated and corrected as part of control process. Operating control checks ongoing performance of marketing programs against annual plan. Turns plans into actions Segmentation Targeting Positioning SWOT Internal (SW) External (OT) Control Implementation Planning Analysis Integrate the the value delivery chain throughout the process: Internal components; External components

A Final Caveat ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Env strategy and mkt planning@4 3-07

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