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Marketing techniques & much more
This document outlines various frameworks and analyses for developing a marketing strategy, including an environmental scan of the market, consumers, competitors, and macroeconomic factors. It discusses assessing areas like market size, growth, and potential; consumer consumption patterns, preferences, and needs; and conducting SWOT, 5 forces, and PESTLE analyses. It also covers developing strategic business unit and corporate level strategies by analyzing areas such as values, branding, the product mix, pricing, placement, and promotion. The document was prepared by a group to guide strategic marketing planning.
Marketing techniques & much more
- 1. VALUE PREPOSITION VALUE DRIVER CORECOMPETENCY SUSTAINABLE COMPETITIVE ADVANTAGE VALUE CHAIN ANALYSIS SUPPLY CHAIN ANALYSIS USAGE (HIGH, MEDIUM, LOW) 1-(SIZE, GROWTH, POTENTIAL, PROFIT, SEASONALITY, GEO-SPREAD) 2-(CONSUMPTION PATTERN, INSIGHT, PREFERENCE, NEEDS) DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIOURISTICS GEOGRAPHICS VISION MISSION OBJECTIVE 3-(MARKET SHARE, STRATEGIESE MARKET MIX, PROMOTION) 4-(SWOT) MARKETING PLAN SITUATION PROBLEM OBJECTIVE STRATEGY TACTICS I M C 5-GOVT. POLICIES, SOCIETY TRENDS ETC. BUDGET OBJECTIVE STRATEGY VALS RURAL COMPETITIVE PARITY METHOD AFFORDABLE METHOD PERCENTAGE OF SALES METHOD OBJECTIVE AND TASK METHOD BRANDING PREPARED BY GROUP – 2 MONU TIWARI VIMAL JETHAVA ATMARAM JADHAV SUNIL BEHERA KALPESH PATIL VALUES ATTITUDE LIFESTYLE PREFERENCE MAPPING PERCEPTUAL MAPPING DSTP PESTLE ANALYSIS 5 FORCES MODEL HIERARCHY OF EFFECTS (BUYER READYNESS STAGE) AKLPCA AGE GENDER EDUCATION INCOME OCCUPATION REGIONAL, URBAN, RURAL) ENVIRONMENT SCANNING ANALYSIS OF MARKET CONSUMER COMPETITOR COMPETENCY MACRO-SOCIO ECONOMIC • • • • • FCB GRID TFD BAP PLC PUSH-PULL PRODUCT PRICE PLACE PROMOTION
- 2. FUNCTIONAL LEVEL STRATEGY STRATEGIC BUSINESS UNIT STRATEGY CORPORATE LEVEL STRATEGY HOUSE OFTATA EMBLEM TATA SONS T/MOTORS TCS THIS QUESTION DECIDE THE DNA OF THE COMPANY. E.g.-SHAPE,SIZE,INTENT OF COMPANY, DHANDA WHAT BUSINESS WE ARE IN? T/COMM T/AIG TAJ GROUP TRENT HOW CAN WE COMPETE? MARKETING STRATEGY HR STRATEGY FINANCE STRATEGY OPERATIONAL STRATEGY CMO CHRD CFO COO HOW CAN WE SUPPORT SBU? T/STEEL
- 3. BOP Current Account FDI/FII merchandise Services Reserves Capital account Invisibles transfer Loans BankingCapital etc. Income Gold Reserve Forex Reserve IMF Loans