SWOT, Pest & Company MKT4007
Marketing communications planning framework  (Fill 2006)
Context Analysis <ul><li>Swot: </li></ul><ul><li>Strength Internal Weaknesses Internal </li></ul><ul><li>Opportunities Ext...
Context Analysis <ul><li>PEST... Or... </li></ul><ul><li>Societal forces </li></ul><ul><li>Technological forces </li></ul>...
Society <ul><li>Demographics </li></ul><ul><li>Acceptability/Desirability of images </li></ul><ul><li>Lifestyles & persona...
Technology <ul><li>Availability of new media </li></ul><ul><li>Accessibility of new media </li></ul><ul><li>Media infrastr...
Economy <ul><li>Self actualisation at economic high </li></ul><ul><li>Value orientation during lows </li></ul>
Seasonal <ul><li>Christmas anyone? </li></ul><ul><li>Eid/August/New Year/ etc </li></ul>
Legislation <ul><li>Import duties/ availability </li></ul><ul><li>Free trade associations  </li></ul><ul><li>Comms restric...
CSR <ul><li>Desirability of CSR </li></ul><ul><li>CSR situation of competition </li></ul>
Stakeholders Project Management Team Owners Other Departm. Media Competitor Community Government Clients Supplier
Channels You Supplier 1 Supplier 1 Retailer Supplier 1 Wholesaler Supplier 1 Consumer Competitor
Channels <ul><li>Conflict analysis </li></ul><ul><li>Network analysis </li></ul><ul><li>Channel management </li></ul><ul><...
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Mkt4007 W8

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Mkt4007 W8

  1. 1. SWOT, Pest & Company MKT4007
  2. 2. Marketing communications planning framework (Fill 2006)
  3. 3. Context Analysis <ul><li>Swot: </li></ul><ul><li>Strength Internal Weaknesses Internal </li></ul><ul><li>Opportunities External Threats External </li></ul>
  4. 4. Context Analysis <ul><li>PEST... Or... </li></ul><ul><li>Societal forces </li></ul><ul><li>Technological forces </li></ul><ul><li>Economic forces </li></ul><ul><li>Seasonal forces </li></ul><ul><li>Legislative forces </li></ul><ul><li>CSR forces </li></ul>
  5. 5. Society <ul><li>Demographics </li></ul><ul><li>Acceptability/Desirability of images </li></ul><ul><li>Lifestyles & personality factors </li></ul><ul><li>Attitudes towards you(r products/comms) </li></ul>
  6. 6. Technology <ul><li>Availability of new media </li></ul><ul><li>Accessibility of new media </li></ul><ul><li>Media infrastructure </li></ul>
  7. 7. Economy <ul><li>Self actualisation at economic high </li></ul><ul><li>Value orientation during lows </li></ul>
  8. 8. Seasonal <ul><li>Christmas anyone? </li></ul><ul><li>Eid/August/New Year/ etc </li></ul>
  9. 9. Legislation <ul><li>Import duties/ availability </li></ul><ul><li>Free trade associations </li></ul><ul><li>Comms restrictions (or not) </li></ul><ul><li>CAP Code </li></ul>
  10. 10. CSR <ul><li>Desirability of CSR </li></ul><ul><li>CSR situation of competition </li></ul>
  11. 11. Stakeholders Project Management Team Owners Other Departm. Media Competitor Community Government Clients Supplier
  12. 12. Channels You Supplier 1 Supplier 1 Retailer Supplier 1 Wholesaler Supplier 1 Consumer Competitor
  13. 13. Channels <ul><li>Conflict analysis </li></ul><ul><li>Network analysis </li></ul><ul><li>Channel management </li></ul><ul><li>Alliances & networks! </li></ul>

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