Description
It explains marketing planning process business mission, marketing audit, SWOT analysis, marketing objectives, core strategy, marketing mix decisions, organization and implementation, planning at business level, planning at product level, external marketing audit checklist, internal marketing audit checklist.
Marketing Planning & Audit
The Agenda ….
?
The Marketing Planning Process
– –
Planning at the business level Planning at the product level
? ? ? ?
External Marketing Audit Checklist Internal Marketing Audit checklist SWOT Analysis Marketing Objectives Marketing Strategy
?
The Marketing Planning Process
Business mission Marketing audit
Re-definition
Marketing planning at the business level
SWOT analysis
Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control
Marketing planning at the product level
Planning at the business level
Business mission
Marketing audit SWOT analysis Marketing objectives Strategic thrust Re-definition
Marketing planning at the business level
Strategic objectives
Planning at the product level
Core strategy
Target markets
Competitive Competitor advantage targets
Marketing mix decisions Organization and implementation Control
Marketing planning at the product level
Content + Characteristics of Marketing Conceptions …
Conception level
1. Marketing-objectives 2. Marketing-strategies 3. Marketing-mix ? ? ?
visual equivalent
place(s): Where do we want to go? way: How do we get there? transport function:What do we have to do?
schedule in the sense of logical acting instructions = Marketing- conception
WHAT ARE WE ABOUT : VISION, MISSION, CORE VALUES ?
• Vision:
What’s the big picture? Visionary, soul-searching but pragmatic. What business are we in? What business can we be in? What business should we be in? What do we want to be renowned for? A clear statement of current goals in pursuit of the vision.
• •
Mission:
Motive: Why we have this vision / mission: if you are in business and your motive is profit, this doesn't constitute a mission statement: it’s taken for granted.
External Marketing Audit Checklist
The Market Market size, growth rates, trends and developments Customers, who are they, their choice criteria, how, when, where do they buy, how do they rate us vs. the competition on product, promotion, price, distribution Market segmentation: how do customers group, what benefits do each group seek Distribution: power changes, channel attractiveness, growth potentials, physical distribution methods, decision makers and influencers
External Marketing Audit Checklist
Environmental Factors Economic: inflation, interest rates, unemployment Social/cultural: age distribution, lifestyle changes, values, attitudes Technological: New product and process technologies, materials Political/legal: Monopoly control, New laws, regulations Ecological: conservation, pollution, energy
External Marketing Audit Checklist
Competition Who are the major competitors What are their objectives and strategies What are their strengths and weaknesses Market shares and size of competitors Profitability analysis Entry barriers
Internal Marketing Audit Checklist
Operating Results (by product, customer, geographic region
Marketing Mix Effectiveness Strategic Issues Analysis
Marketing Structures
Marketing Systems
Internal Marketing Audit Checklist
Operating Results (by product, customer, geographic region •Sales •Market share •Profit margins •Costs Marketing Mix Effectiveness •Product •Price •Promotion •Distribution
Strategic Issues Analysis •Marketing objectives •Market segmentation •Competitive advantage •Core competences •Positioning •Portfolio analysis
Marketing Structures •Marketing organisation •Marketing training •Intra- and interdepartmental communication
Marketing Systems •Marketing information system •Marketing planning system •Marketing control system
SWOT analysis …
Source
Strengths
Weaknesses
Internal (controllable)
Opportunities
Threats
External (uncontrollable)
Scheme for Strengths and Weakness Analysis
B) Strengths and Weakness of the own company
Criteria
+2 Deliver Service:
? ? ?
Evaluation
+1 0 -1 -2
Deliver flexibility Deliver Time Quality of the delivered product
x xo o
o x
Ecology
x
0
X = own company
O = competitor
Criteria for objectives – SMART …
Specific – Measurable – Actual/Ambicious/Acceptable – Realistic – Timing
• •
E.g. The objective increase the return on investment (ROI) is better stated as the goal “increase ROI to 15 percent within two years” They should arise from an analysis of the business unit´s opportunities and strengths, not from wishful thinking.
•
Examples of marketing objectives
Strategic thrust: the generic options
Market Penetration or Expansion Product Development
Market Development
Existing
Products
Enter New Markets
New/Related
New/Related
Existing
New/Related
Markets
PRODUCT GROWTH STRATEGIES: THE ANSOFF MATRIX
Increasing Technological Newness
Old Old Market Penetration
Increasing the number of users:
Products
New
Product Development
Reformulation Quality improvement Feature additions Line extension New product development Novel product development
Attracting users of competitors products
Increasing Market Newness
Converting non-users into users Increasing purchase frequency Increasing average quantity purchased
Markets
Market Development
Increasing the number of users: Entering new market segments Geographic expansion
Diversification
Horizontal Diversification: New technology / known markets Concentric Diversification: Existing technology / new markets Conglomerate Diversification:
New
New technology / new markets
Three possible market strategies …
Strategical advantage Strategical business area
Uniqueness from the point of view of a buyer the whole market
Cost leadership
Differentation
Overall Cost leadership
concentration on one segment
Focus
Testing core strategy …
Clearly defines target customers and their needs Internally consistent
Creates a competitive advantage
Core strategy
Derived to achieve product market objectives Resource and managerially supportable Incurs acceptable risk
Thank you for your attention!
doc_921474181.ppt
It explains marketing planning process business mission, marketing audit, SWOT analysis, marketing objectives, core strategy, marketing mix decisions, organization and implementation, planning at business level, planning at product level, external marketing audit checklist, internal marketing audit checklist.
Marketing Planning & Audit
The Agenda ….
?
The Marketing Planning Process
– –
Planning at the business level Planning at the product level
? ? ? ?
External Marketing Audit Checklist Internal Marketing Audit checklist SWOT Analysis Marketing Objectives Marketing Strategy
?
The Marketing Planning Process
Business mission Marketing audit
Re-definition
Marketing planning at the business level
SWOT analysis
Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control
Marketing planning at the product level
Planning at the business level
Business mission
Marketing audit SWOT analysis Marketing objectives Strategic thrust Re-definition
Marketing planning at the business level
Strategic objectives
Planning at the product level
Core strategy
Target markets
Competitive Competitor advantage targets
Marketing mix decisions Organization and implementation Control
Marketing planning at the product level
Content + Characteristics of Marketing Conceptions …
Conception level
1. Marketing-objectives 2. Marketing-strategies 3. Marketing-mix ? ? ?
visual equivalent
place(s): Where do we want to go? way: How do we get there? transport function:What do we have to do?
schedule in the sense of logical acting instructions = Marketing- conception
WHAT ARE WE ABOUT : VISION, MISSION, CORE VALUES ?
• Vision:
What’s the big picture? Visionary, soul-searching but pragmatic. What business are we in? What business can we be in? What business should we be in? What do we want to be renowned for? A clear statement of current goals in pursuit of the vision.
• •
Mission:
Motive: Why we have this vision / mission: if you are in business and your motive is profit, this doesn't constitute a mission statement: it’s taken for granted.
External Marketing Audit Checklist
The Market Market size, growth rates, trends and developments Customers, who are they, their choice criteria, how, when, where do they buy, how do they rate us vs. the competition on product, promotion, price, distribution Market segmentation: how do customers group, what benefits do each group seek Distribution: power changes, channel attractiveness, growth potentials, physical distribution methods, decision makers and influencers
External Marketing Audit Checklist
Environmental Factors Economic: inflation, interest rates, unemployment Social/cultural: age distribution, lifestyle changes, values, attitudes Technological: New product and process technologies, materials Political/legal: Monopoly control, New laws, regulations Ecological: conservation, pollution, energy
External Marketing Audit Checklist
Competition Who are the major competitors What are their objectives and strategies What are their strengths and weaknesses Market shares and size of competitors Profitability analysis Entry barriers
Internal Marketing Audit Checklist
Operating Results (by product, customer, geographic region
Marketing Mix Effectiveness Strategic Issues Analysis
Marketing Structures
Marketing Systems
Internal Marketing Audit Checklist
Operating Results (by product, customer, geographic region •Sales •Market share •Profit margins •Costs Marketing Mix Effectiveness •Product •Price •Promotion •Distribution
Strategic Issues Analysis •Marketing objectives •Market segmentation •Competitive advantage •Core competences •Positioning •Portfolio analysis
Marketing Structures •Marketing organisation •Marketing training •Intra- and interdepartmental communication
Marketing Systems •Marketing information system •Marketing planning system •Marketing control system
SWOT analysis …
Source
Strengths
Weaknesses
Internal (controllable)
Opportunities
Threats
External (uncontrollable)
Scheme for Strengths and Weakness Analysis
B) Strengths and Weakness of the own company
Criteria
+2 Deliver Service:
? ? ?
Evaluation
+1 0 -1 -2
Deliver flexibility Deliver Time Quality of the delivered product
x xo o
o x
Ecology
x
0
X = own company
O = competitor
Criteria for objectives – SMART …
Specific – Measurable – Actual/Ambicious/Acceptable – Realistic – Timing
• •
E.g. The objective increase the return on investment (ROI) is better stated as the goal “increase ROI to 15 percent within two years” They should arise from an analysis of the business unit´s opportunities and strengths, not from wishful thinking.
•
Examples of marketing objectives
Strategic thrust: the generic options
Market Penetration or Expansion Product Development
Market Development
Existing
Products
Enter New Markets
New/Related
New/Related
Existing
New/Related
Markets
PRODUCT GROWTH STRATEGIES: THE ANSOFF MATRIX
Increasing Technological Newness
Old Old Market Penetration
Increasing the number of users:
Products
New
Product Development
Reformulation Quality improvement Feature additions Line extension New product development Novel product development
Attracting users of competitors products
Increasing Market Newness
Converting non-users into users Increasing purchase frequency Increasing average quantity purchased
Markets
Market Development
Increasing the number of users: Entering new market segments Geographic expansion
Diversification
Horizontal Diversification: New technology / known markets Concentric Diversification: Existing technology / new markets Conglomerate Diversification:
New
New technology / new markets
Three possible market strategies …
Strategical advantage Strategical business area
Uniqueness from the point of view of a buyer the whole market
Cost leadership
Differentation
Overall Cost leadership
concentration on one segment
Focus
Testing core strategy …
Clearly defines target customers and their needs Internally consistent
Creates a competitive advantage
Core strategy
Derived to achieve product market objectives Resource and managerially supportable Incurs acceptable risk
Thank you for your attention!
doc_921474181.ppt