2. No business operates in a vacuum. It has an environment that not only
contains all its existing and potential customers and competitors, but
many outside factors outside of its control. Changes in the environment
present the company with both opportunities and threats.
Outside factors include competitors, yes. But what about political, fiscal,
economic, social and legal aspects? All these things affect us.
Seth Goldman: Mayor Bloomberg and Our 16.9-Ounce Tea
http://online.wsj.com/article/SB100008723963904448732045775373038
44223474.html
3. • Strategic Plan – Covers three-to-five-year period
• Tactical Plan – Covers one year or less, includes detail about
actions to be taken, and by whom
4. Logical sequence of events leading to the setting of marketing
objectives and the formulation of plans for achieving them
1. Mission statement 6. Set marketing objectives
and strategies
2. Set corporate objectives 7. Estimate expected
Results
3. Conduct marketing audit 8. Identify alternative plans
and mixes
4. Conduct SWOT analysis 9. Set the budget
5. Make assumptions 10. Establish first year
programming
5. 1.Mission statement
2.Financial summary, including revenue and profit for planning
period
3.Market overview/ break down into segments
4.SWOT analysis for key segments
5.Key issues to be addressed by the plan
6.SWOT portfolio matrix
7.List assumptions
8.Set objectives and strategies
9.Summarize resource requirements for planning period in budget
6. • Long-term direction of organization
• Defining scope of organization’s activities in terms of what it will
and will not do
• Matching organization’s activities to environment in which it
operates, to maximize opportunities and minimize threats
• Match organization’s activities to resource, finance, workforce,
capacity
7. What needs measuring?
Why?
How frequently?
When?
How?
By whom?
Reported to whom?
At what costs?
8. Brand Awareness
Channel efficiency cost per lead
Customer satisfaction
Growth in number of customers
Lead conversion rate
Orders: average, total value
Repurchase rate
Share of customer
Total marketing cost per order
9. Seth Goldman: Mayor Bloomberg and Our 16.9-Ounce
Tea
http://online.wsj.com/article/SB1000087239639044487320457
7537303844223474.html
Mini-size me: Consumer Goods Shrink in Volume to
Adapt to Crisis
http://worldcrunch.com/business-finance/mini-size-me-
consumer-goods-shrink-in-volume-to-adapt-to-
crisis/nestl-unilever-danone-sizing-
crisis/c2s9673/#.UGdqDZg82Hc
Marketing has evolved from the 4 P’s - The 4 E’s are in!
http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-
are_in.aspx
10. Seth Goldman: Mayor Bloomberg and Our 16.9-Ounce
Tea
http://online.wsj.com/article/SB1000087239639044487320457
7537303844223474.html
Mini-size me: Consumer Goods Shrink in Volume to
Adapt to Crisis
http://worldcrunch.com/business-finance/mini-size-me-
consumer-goods-shrink-in-volume-to-adapt-to-
crisis/nestl-unilever-danone-sizing-
crisis/c2s9673/#.UGdqDZg82Hc
Marketing has evolved from the 4 P’s - The 4 E’s are in!
http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-
are_in.aspx
