Marketing planning involves systematically assessing marketing opportunities and resources, determining marketing objectives, and developing an implementation and control plan. It is an important process that focuses an organization on its future direction and values. Marketing planning helps identify market opportunities and threats, establishes performance standards, facilitates coordination, and encourages innovation. Planning can be classified as short-term tactical plans or long-term strategic plans. The strategic marketing planning process involves defining goals, establishing business units, setting objectives, analyzing the situation, developing strategies, implementing tactics, and monitoring results. SWOT analysis evaluates internal strengths and weaknesses and external opportunities and threats. It is an important part of planning that helps organizations build on strengths and address weaknesses.
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Retail Management Notes, Basics of Retail Management, Classification of Retailers, Types of Retailers, Scope of Retailing, Functions of Retailers, Role of Retailers in Distribution Channel, Indian retailscape, organized and Unorganized Retailers,
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
The marketing environment represents a mix between the internal and external forces which surround an organization and have an impact upon it, especially their ability to build and maintain successful relationships with target customers.
The marketing environment consists of the micro and macro environment.
Macro environmental factors include social, economic, political and legal influences, together with demography and technological forces. These are sometimes referred to as the PESTLE factors and are discussed in more detail in PESTLE analysis. The organization cannot control these forces, it can only prepare for changes taking place.
Micro environment refers to the forces closely influencing the company and directly affect the organization’s relationships. The factors include the company and its current employees, its suppliers, marketing intermediaries, competitors, customers and the general public. These forces can sometimes be controlled or influenced and are explained in more detail in Porter’s 5 Forces.
Porter’s 5 Forces model is an excellent tool to analyze the structure of the competitive environment. Two important forces are the bargaining power of customers and the bargaining power of suppliers.
Supplier power is represented by their ability to determine the terms and price of supply and will increase if there are fewer suppliers than buyers, if the organization is not a key customer for the supplier, or if their industry is not attractive for suppliers.
Buyer power refers to the pressure that customers exert on companies to obtain high quality products and services at lower prices. Buyer power increases when there are few buyers and many sellers in the field, or when products are not significantly differentiated and can be easily substituted. For the seller, buyers’ demands represent costs. This means that the stronger the buyer is, the less profit available for the seller, which is why many companies try to develop strategies that reduce the power of buyers.
The PESTLE Analysis is a framework used to scan the organization’s external macro environment. The letters stand for Political, Economic Socio-cultural, Technological, Legal and Environmental.
Chapter 2 Developing Marketing Strategies and PlansNishant Agrawal
Developing Marketing Strategies and Plans
Value Delivery Process
What is the Value Chain?
Core Business Processes
Core Competencies
What is Holistic Marketing?
Levels of a Marketing Plan
Corporate Headquarters Planning Activities
Retail Management Notes, Basics of Retail Management, Classification of Retailers, Types of Retailers, Scope of Retailing, Functions of Retailers, Role of Retailers in Distribution Channel, Indian retailscape, organized and Unorganized Retailers,
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
The marketing environment represents a mix between the internal and external forces which surround an organization and have an impact upon it, especially their ability to build and maintain successful relationships with target customers.
The marketing environment consists of the micro and macro environment.
Macro environmental factors include social, economic, political and legal influences, together with demography and technological forces. These are sometimes referred to as the PESTLE factors and are discussed in more detail in PESTLE analysis. The organization cannot control these forces, it can only prepare for changes taking place.
Micro environment refers to the forces closely influencing the company and directly affect the organization’s relationships. The factors include the company and its current employees, its suppliers, marketing intermediaries, competitors, customers and the general public. These forces can sometimes be controlled or influenced and are explained in more detail in Porter’s 5 Forces.
Porter’s 5 Forces model is an excellent tool to analyze the structure of the competitive environment. Two important forces are the bargaining power of customers and the bargaining power of suppliers.
Supplier power is represented by their ability to determine the terms and price of supply and will increase if there are fewer suppliers than buyers, if the organization is not a key customer for the supplier, or if their industry is not attractive for suppliers.
Buyer power refers to the pressure that customers exert on companies to obtain high quality products and services at lower prices. Buyer power increases when there are few buyers and many sellers in the field, or when products are not significantly differentiated and can be easily substituted. For the seller, buyers’ demands represent costs. This means that the stronger the buyer is, the less profit available for the seller, which is why many companies try to develop strategies that reduce the power of buyers.
The PESTLE Analysis is a framework used to scan the organization’s external macro environment. The letters stand for Political, Economic Socio-cultural, Technological, Legal and Environmental.
Scott droney - strategic planning and strategic managementScott Droney
Scott Droney is provide financial services spectrum as well as data processing and managing segments. Since most of its financial services were retail focused, the need to build scale and skill in the transaction processing domain became imperative.
Pharmacy Practice
Scope of pharmacy practice
Community Pharmacy
Scope of community pharmacy
Community pharmacy management
Selection of Pharmacy site
Objective
Legal requirements
Drug procurement
Drug storage and inventory control
Pharmacy Practice is the discipline of pharmacy which involves developing the professional roles of pharmacists. Pharmacy Practice offers practicing pharmacists in-depth useful reviews and research trials and surveys of new drugs and novel therapeutic approaches.
Books
A book is a set of written, printed, illustrated, or blank sheets, made of ink, paper, parchment, or
other materials, usually fastened together to hinge at one side. A single sheet within a book is
called a leaf, and each side of a leaf is called a page.
Books may also refer to works of literature, or a main division of such a work. In library and
information science, a book is called a monograph, to distinguish it from serial periodicals such
as magazines, journals or newspapers. The body of all written works including books is
literature. In novel sand sometimes other types of books (for example, biographies), a book may
be divided into several large sections, also called books.
Text Books
A textbook or course book (UK English) is a manual of instruction in any branch of study.
Textbooks are produced according to the demands of educational institutions. Schoolbooks are
textbooks and other books used in schools. Although most textbooks are only published in
printed format, many are now available as online electronic books
Another name of anti-body is immunoglobulins . Anti-body is the glycoprotein which is produce by Bcell and which are responsible to bind antigen with higher specifity and affinity. Anti-body is mainly
distrusted in body fluid and also present surface of some cell.
Polycyclic aromatic hydrocarbons (PAHs, also polyaromatic hydrocarbons) are hydrocarboz—
organic compounds containing only carbon and hydrogen—that are composed of
multiple aromatic rings (organic rings in which the electrons are delocalized). Formally, the class
is further defined as lacking further branching substituents on these ring structures. Polynuclear
aromatic hydrocarbons (PNAs) are a subset of PAHs that have fused aromatic rings, that is, rings
that share one or more sides.
The simplest such chemicals arenaphthalene, having two aromatic
rings, and the three-ring compounds anthracene and phenanthrene.
It is a health specialty, which describes the activities and services of the clinical pharmacist to develop and promote the rational and appropriate use of medicinal products and devices.
Clinical Pharmacy includes all the services performed by pharmacists practising in hospitals, community pharmacies, nursing homes, home-based care services, clinics and any other setting where medicines are prescribed and used.
The term "clinical" does not necessarily imply an activity implemented in a hospital setting. It describes that the type of activity is related to the health of the patient(s). This implies that community pharmacists and hospital pharmacists both can perform clinical pharmacy activities
Generate greater customer satisfaction
• Create savings
• To identify strategic opportunities and niches
• Increase marketing effectiveness
• Allocation of marketing budget
• Adjustment of product to the market need
• To estimate the level of sales in the market
• To overcome competition effectively
• To develop effective marketing programmers
• To contribute towards achieving company goals
• To develop marketing activities
Clinical pharmacy.
History of clinical pharmacy.
Clinical pharmacy requirements.
Clinical pharmacist.
Function of clinical pharmacist.
Basic components of clinical pharmacy practice.
Scope of clinical pharmacy.
How does clinical pharmacy differ from pharmacy?
Clinical pharmacy specialists.
The service including clinical pharmacy/clinical pharmacist.
The service without clinical pharmacy/clinical pharmacist.
Level of action of clinical pharmacist.
Activities of clinical pharmacist.
Information source.
Clinical pharmacy practice areas.
Practice guidelines for pharmacotherapy specialists.
Clinical pharmacokinetics.
Medication related problems.
Drugs that can be monitored.
Status of clinical pharmacy in bangladesh
Scope of clinical pharmacy in bangladesh.
Why clinical,hospital and community pharmacy is essential in bangladesh
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
1. 1
Marketing Planning
Marketing planning is a systematic process involving the assessment of marketing opportunities
and resources, the determination of marketing objectives and the development of a plan for
implementation and control.
Importance of market planning
Planning focuses on future direction, values and sense of purpose in which basic objective
tell the direction of the growth.
Planning helps to identify potential market opportunities and threats.
Planning offers standards of performance for comparison and evaluation of actual
performance.
Planning provides a unique decision-making framework and facilitate co-ordination of
efforts.
Planning enables the organization to tune in business with the environment and establish a
profitable relationship with the environment.
Encourages systematic thinking-ahead by management.
Helps to identify the opportunities and the problems.
Due to marketing planning, at the time of planning we can get new ideas due to group
efforts.
Planning injects innovations in the product or organization.
Classification of market planning
a. On the bases of time planning can be classified into two as:
1) Short Term Planning:-Tactical marketing plans are detailed accounts of how the marketing
mix — product, distribution, price and promotions — will be managed over the defined period
of time, which most commonly is a year, but could be a quarter or even a month, in some cases.
If a price increase is required to compensate for increased production costs, the timing of the
price increase along with marketing initiatives to mitigate anticipated trade and consumer
pushback against the price increase are included in the marketing plan. In effect, tactical plans
are "calendars of events" that detail marketing activities on a monthly basis over the next 12
months. They also include supporting monthly sales forecasts and marketing budgets.
2) Long Term Planning:-Strategic marketing plans establish longer-term marketing strategies
against a backdrop of uncertainties relating to future economic, consumer, industry and competitive
trends. Many industries need strategic marketing plans because of prolonged lead-times to develop and
introduce new products. Such is the case for new product development in the pharmaceutical and
defense industries, where products can be in development up to 10 years before market introduction.
All companies can benefit from strategic marketing planning because marketing is about creating the
future.
b. Marketing planning cam also be classified under the heading Firm
perspective/marketing perspective as:
RAYHAN
13
th
Batch
2. 2
1) Operational Marketing Planning:- An operational plan can be defined as a plan prepared by
a component of an organization that clearly defines actions it will take to support the
strategic objectives and plans of upper management. However, to fully understand operational
plans, should first look at the overall planning process within a business.
2) Strategic Marketing planning:-Strategic Market Planning is an ongoing process through
which the company creates marketing strategies and plans its implementations in the target market.
The process taken into account the current position of the company, helps in identifying the
promotional opportunities & then evaluating these opportunities.
Market Planning Process
Planning generally means looking into the future.
According to Henry Fayol “Marketing planning refers to forecasting and providing a means of
examining the future and drawing up a plan of action.
Another feature of marketing planning is that it is an unending process. This is because selling is
continuous process and not a single act.
Strategic Marketing Planning Process
Defining organizational goals
Establishing strategic business unit (SBU)
Setting Marketing Objectives
Situation Analysis
Developing marketing strategy
Implementing tactics
Monitoring results
1) Defining organizational goals: It refers to a long time commitment to a type of business and a
place in market.
3. 3
2) Establishing strategic business unit: Each SBU is a self-contained division, product line or
product department within an organization with a specific market focus and a manager with
complete responsibility for integrating all functions into a strategy.
3) Setting marketing objectives: Marketing objectives are not independent but are closely related
to business goals. The objectives should be formulated in quantitative and qualitative statements.
4) Situation analysis: It is one of the preparatory exercises for setting marketing objectives. In
this analysis, an organization identifies the marketing opportunities and potential problem it faces.
5) Developing marketing strategies: A marketing strategy outlines the manner in which
marketing mix is used to attract and satisfy the target markets and accomplish the organization’s
objectives.
6) Implementing tactics: Whatever strategies are developed, they are implemented in the
marketing areas.
7) Monitoring results: The results arising out of marketing planning are monitored and the
deviations are corrected for achieving desired results.
What is SWOT analysis?
SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a person or
organization identify the Strengths, Weaknesses, Opportunities, and Threats related
to business competition or project planning. It is intended to specify the objectives of the business
venture or project and identify the internal and external factors that are favorable and unfavorable
to achieving those objectives.
4. 4
Strengths:-
Strength is a distinctive competence of an organization that enables it to achieve special
advantage in the marketplace.
It is something that a company is good at doing.
Anything that gives an organization enhanced competitiveness is strength.
Weaknesses:-
Weakness is something an organization lacks or does poorly or a condition that puts the
organization at a disadvantage.
It indicates a deficiency or limitation or constraint.
Any weakness affects an organization’s performance adversely.
Opportunities:-
An opportunity is something that an organization may grab for growth and profitability.
Opportunity arises when a firm can take the advantage of condition in it’s external
environment.
It offers important avenues for profitable growth.
Threats:-
Threat is something that a firm may be exposed to in the external environment.
It is an unfavorable trend in the external environment.
Threat arises when conditions in the external environment endanger the integrity and
profitability of a firm’s business.
Importance of SWOT analysis
SWOT analysis evaluates strengths, weaknesses, opportunities and threats of the company
and helps in drawing conclusions about the attractiveness of its situation.
It points out the need for strategic action.
The strengths identified through SWOT analysis can be used as the cornerstones of strategy
and the basis on which to build competitive advantage.
It enables the company to build its strategy around what the company does best on the basis
of the strengths and should avoid strategies whose success depends heavily on areas where
the company is weak.
The results of SWOT analysis are helpful in correcting competitive weaknesses that make
the company vulnerable.
Based on the opportunities identified through SWOT analysis, managers can aim their
strategies at pursuing opportunities well suited to the company’s capabilities and provide
a defense against external threats.
5. 5
Develop a SWOT analysis for pharmaceutical company
Strengths
The strengths of the pharmaceutical industry’s SWOT analysis document the internal industry
components that are providing value, quality goods and services and overall excellence. The
internal industry components can include physical resources, human capital or features the industry
can control. For example, the pharmaceutical industry’s strengths could include low operating
overhead, firm fiscal management, low staff turnover, high return on investment (ROI), state-of-
the-art laboratory equipment and an experienced research staff.
Weaknesses
The weaknesses of the pharmaceutical industry’s SWOT analysis document the internal industry
components that are not providing significant added value or are in need of improvement. The
internal industry components can include physical resources, human capital or features the industry
can control. For example, the pharmaceutical industry’s weaknesses could include high-risk
business modeling, disengaged Board of Directors, dated medical equipment, poor branding, low
staff morale or diseconomies of scale.
Opportunities
The opportunities of the pharmaceutical industry’s SWOT analysis document the external industry
components that provide a chance for the industry (or factions of the industry) to grow in some
capacity or gain a competitive edge. The external industry components should be environmental
factors or aspects outside the industry’s control, yet reflective of the business marketplace. For
example, the pharmaceutical industry’s opportunities could include recently published research,
an increase in health-conscious consumers, increased demand for pharmaceutical products,
changes in Food and Drug Administration standards or decreases in employee health care costs.
Threats
The threats of the pharmaceutical industry’s SWOT analysis document the external industry
components that could create an opportunity for the industry (or factions of the industry) to decline,
atrophy or lose some competitive edge. The external industry components should be environmental
factors or aspects outside the industry’s control, yet reflective of the business marketplace. For
example, the pharmaceutical industry’s threats could include increased government regulation, a
declining economy, increasing research and development (R&D) costs or a decrease in the global
population.
6. 6
Market
segmentation
Market targeting Market
differentiation
Market positioning
Market
segmentation is the
process of dividing a
broad consumer or
business market,
normally consisting
of existing and
potential customers,
into sub-groups of
consumers (known as
segments) based on
some type of shared
characteristics.
Target
Marketing involves
breaking a
market into segments
and then
concentrating
marketing efforts on
one or a few key
segments consisting
of the customers
whose needs and
desires most closely
match your product or
service offerings.
Market differentiation
is the process of
distinguishing a
product or service
from others, to make
it more attractive to a
particular
target market.
Market
positioning refers to
the process of
establishing the image
or identity of a brand
or product so that
consumers perceive it
in a certain way.
Identify bases for
segmenting the
market
Select target
segments
Identify different
among segment.
Develop positioning
for target segments
Develop segment
profiles
Develop measure of
segment
attractiveness
Develop target
market
Develop a marketing
mix for each segment