2. The Marketing Strategic Planning Process
Step 1: Set business
mission and objectives
Planning
Phase
Step 2: Analyze the Situation:
Market Environment, SWOT
Step 3: Identify Opportunities
Marketing
Strategy and
Implementation
Phase
Segmentation
Positioning
Step 4: Implement the Marketing Mix
Product
Control
Phase
Targeting
Price
Place
Promotion
Step 5: Evaluate performance
using market metrics
3. Chin should manage the course mix as a portfolio:
High
Consider
raising price for
these courses
Capacity
Utilization
Low
Shift resources
(money and instructors)
into other courses
Low
Increase resources
(add more courses)
OR lower price
(since we are a
not-for-profit)
Increase promotion
OR
lower prices for
these courses
High
Contribution
(per SPD)
4. What can we learn from Outward Bound?
The Role of Marketing in a not-for-profit organization
Balancing financial stability with mission to serve the disadvantaged
Setting the Marketing Mix, within
Budget Constraints
Importance of tracking and monitoring the performance of the Marketing
program in meeting goals
Analyzing the market environment
Company internal dynamics / politics
Who’s the competition?
What’s the best way to segment the potential customer base?
5. Important individuals within the organization may have divergent
preferences, which the astute marketer needs to recognize and
accommodate in the marketing plan
Marketing is just as necessary in not-for-profits which seek to “do good”
as in traditional for-profit firms
Marketing decisions are not just “feelings” and “opinions”, but require
hard analysis, breakevens, and financial input (running the numbers)
Relationship between Revenue, Costs, and Contribution
Profit = Revenue – Total Costs
Total Costs = Fixed Costs + Direct Costs
Contribution to overhead = Revenue – Direct Cost
Simple calculations to evaluate marketing programs under
consideration
Breakeven = Program Expenditure/Contribution per unit
6. For Next Time…
Guest visit: William Brod
CEO of Syracuse New Times
Assignment:
1. if you have a group that wants to be a team
for the project, email me the names
2. visit the Syracuse New Times website
3. if possible, find and read a hard copy
of the New Times newspaper
