Professional Documents
Culture Documents
Session 1
Orientation – Book
1. Production Low cost, wide distribution, FMCG
2. Selling Quality, performance
3. Product Aggressive selling, quick results
4. Marketing Needs, wants, research based
5. Societal Preserve society
Orientation – Prof.
1. Production Readily available matls./mass
producible
2. Selling Quality, performance
3. Product Aggressive selling, quick results
4. Marketing Needs, wants, research based
5. Finance Low cost
6. Logistics Readily available
Session II
Strategic Planning – maintain a viable fit between company, product and market
Levels:
Strategic planning
Portfolio evaluation
1. SBU identification
2. BCF
3. GE
Competitive scope
1. Industry
2. Market-segment
3. Vertical scope (Integration)
4. Geographical
1. Business Mission
2. External/Internal Analysis-SWOT
3. Goal formulation
4. Strategy formulation
5. Program formulation
6. Implementation
7. Feedback and control
Objective setting
1. S – specific
2. M – measurable
3. A – attainable
4. R – realistic
5. T – time bound
6. S – sustainable
Session III
Steps (memorize)
1. Analysis
2. Research
3. Strategy
4. Plan
5. Organize
6. Implement
7. Control
1. Executive summary
2. Current marketing situation
3. SWOT
4. Objectives
5. Marketing strategy
6. Action Programs
7. Profit & Loss statements
8. Controls
Session IV
Steps (memorize)
1. Establish need
2. Define the problem
3. Establish objective
4. Determine design
5. Determine methods of accessing data
6. Design data collection forms
7. Determine sample size and plan
8. Collect data
9. Analyze data
10.Present final report
Session V
Marketing environment
1. Internal
a. Men
b. Money
c. Machine
d. Materials
e. Minutes
2. External
a. SWOT – relative to external microenvironment
Objective setting
1. Specific
2. Measurable
3. Attainable
4. Realistic
5. Time-bound
6. Sustainable
STRATEGY/Positioning
1. Ansoff’s
2. BCG
3. Product positioning grid
4. Product/ market grid
5. Porter’s generic strategies
a. Cost leadership
b. Differentiation
c. Focus
TACTICS
1. Product – individual, bundle, bulk
2. Price – cost plus, skim, market, penetration
3. Place – direct, agents, distributors
4. Promotion – ads, media mix, publicity
CONTROLS
1. Costs
2. Budgets
3. Sales
4. Market share
FEEDBACK
1. Customer satisfaction
2. Customer service
3. Service complaints
4. Market research
5. Product re-engineering