Professional Documents
Culture Documents
S6 Marketing Planning
MM
Gurudas NULKAR
Marketing Process
Marketing Micro-Environment
Market
Channels
Competitors
Public
Suppliers
Customers
The
Company
Marketing
Gurudas Nulkar
10/11/2012
Marketing Macro-Environment
Economic
Natural
Technological
Political
Cultural
Demographic
Changes in
population
demographic
>>Age
>>Density
>>Location
>>Gender
Factors
affecting
buying
power
>> Industrial
economy
>> Wealth
distribution
>> Natures
Most
capital
>>
dramatic
Marketing changes
Legislation
>>
Consensus
Barcode,
RFID,
Packaging,
Internet,
Mobile
recycling,
distribution
phone
Stability,
policies,
subsidies,
regulation
Cultural
values
Emission
norms
Houses,
transport,
markets
Marketing 1| Gurudas Nulkar
Industry
analysis
Competitive
analysis
Demand
conditions
Trade analysis
Market Opportunity
Demand Analysis
Derived demands
Packaged foods, electricity, tyres, transport
Gurudas Nulkar
10/11/2012
Segmentation Analysis
What segmentation can satisfy demand?
Are segments reachable?
What are the key success factors in each segment?
Luxury cars, mid-size sedans, small cars
Industry Analysis
Porters Five Forces framework
Gurudas Nulkar
10/11/2012
Bargaining power
of customers
Internal rivalry
Bargaining power
of suppliers
Threat of
substitutes
Marketing 1| Gurudas Nulkar
Gurudas Nulkar
10/11/2012
Gurudas Nulkar
10/11/2012
Gurudas Nulkar
10/11/2012
Threat of substitutes
Substitutes trigger price-performance tradeoff
Competition from other manufacturers as well as from other
products
Substitute to a Restaurant business
Take-away food, drive-ins
Diet fads, protein bars
Internal rivalry
Gurudas Nulkar
10/11/2012
Internal rivalry
General industrial consumables like welding
electrodes, compressor spares, stationary and
housekeeping materials, bolts, screws etc
Industrial security services providers, courier
services, car hire services etc
Competitive Analysis
Defining your competition
Analyzing the competitive marketplace
Gurudas Nulkar
10/11/2012
Competitive Analysis
Product
Form
Product
Category
Generic
competition
Budget
competition
Gurudas Nulkar
10/11/2012
Gurudas Nulkar
10
10/11/2012
Gurudas Nulkar
11
10/11/2012
Gurudas Nulkar
12