Professional Documents
Culture Documents
LONG RUN
EVOLVING PROFITABILITY
MARKET AND GROWTH
OPPORTUNITIES
RESOURCES
&
OBJECTIVES
●● What
What is
is the
the organization’s
organization’s main
main activity?
activity?
●● How
How will
will itit reach
reach its
its goals?
goals?
The
The Marketing
Marketing Plan
Plan
Process
Statement
Objectives
Situation or SWOT
Analysis
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Marketing Strategy
Target Market
Strategy
Marketing Mix
Distribution
Product
(Place)
Promotion Price
Implementation
Evaluation
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2
Defining the Business
Mission
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Characteristics
Characteristics
A statement of what is to be
accomplished through
marketing activities.
● Realistic
“Our objective is to
increase market share
● Measurable by 40% and to obtain
customer satisfaction
● Time specific ratings of at least 90%
in 2003.”
● Consistent with
Organization’s
Priorities
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3
Examples of
Marketing Objectives
● Communicate marketing
management philosophies
● Provide direction
● Serve as motivators
● Clarify thinking
Identifying
internal strengths (S)
and weaknesses (W)
and also examining
external opportunities (O) and
threats (T)
nal
S Things
Things the
the company
company does
does well.
well.
t er
I n
W Things
Things the
the company
company does
does not
not do
do well.
well.
a l
O Conditions
Conditions in
that
that favor
in the
the external
favor strengths.
strengths.
external environment
environment
te rn
Ex Conditions
Conditions in in the
the external
external environment
T
environment
that
that do
do not
not relate
relate toto existing
existing strengths
strengths
or
or favor
favor areas of
of current
areasCollege
©South-Western current weakness.
Publishing weakness.
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4 SWOT Analysis
Strengths
● Production Costs
Strengths
and
and ● Marketing Skills
Weaknesses
Weaknesses
(INTERNAL)
(INTERNAL) ● Employee Capabilities
● Financial Resources
● Available Technology
● Company/Brand Image
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4 SWOT Analysis
●Social
Opportunities
Opportunities
And
And ●Demographic
Threats
Threats
●Economic
EXTERNAL
EXTERNAL
●Technological
●Political/Legal
●Competitive
Cost
Cost
Types
Types of
of Product/Service
Product/Service
Competitive
Competitive Differentiation
Differentiation
Advantage
Advantage
Niche
Niche Strategies
Strategies
●● Obtain
Obtain inexpensive
inexpensive raw
raw materials
materials
●● Create
Create efficient
efficient operations
operations
●● Design
Design products
products for
for manufacture
manufacture
●● Control
Control overhead
overhead costs
costs
●● Avoid
Avoid marginal
marginal customers
customers
Experience
Experience Curves
Curves Product
Product Design
Design
Efficient
Efficient Labor
Labor Reengineering
Reengineering
No-frills
No-frills Products
Products Production
Production Innovations
Innovations
Government
Government Subsidies
Subsidies New
New Delivery
Delivery Methods
Methods
An advantage
that cannot be copied
by the competition.
Market
Market Increase market share among
Penetration
Penetration existing customers
Market
Market Attract new customers to
Development
Development existing products
Product
Product Create new products for
Development
Development present markets
$$
LOW
Sub- Integrated
HIGH
Notebooks phone/Palm
and Hand-Held devices
Computer PROBLEM
STAR CHILD
Laptop and Mainframe
Personal Computer
LOW
Computers
CASH
COW DOG
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G.E Strategic Planning Model
Business Strength
Strong Average Weak
Industry Attractiveness
High
Medium
Low
Business Strength Index Industry Attractiveness Index
* Market Share * Market size
* Price Competitiveness * Market Growth
* Product Quality * Industry Profit Margin
* Customer Knowledge * Amount of Competition
* Sales Force and Effectiveness * Seasonality
* Geographic Advantage * Cost Structure
* Others * Etc.
6
Strategies for Resource
Allocation
Provide financial resources if SBU (Problem
Build
Build Child) has potential to be a Star.
Appeal
Appeal to
to the
the entire
entire market
market
with
with one
one marketing
marketing mix
mix
Concentrate
Concentrate on
on one
one
marketing
marketing segment
segment
Appeal
Appeal to
to multiple
multiple markets
markets
with
with multiple
multiple marketing
marketing mixes
mixes
Product
Product
Place
Place
Promotion
Promotion
Price
Price
Price
Price
Promotion
Promotion
Place
Place
Product
Product
Product
Product ● Includes physical unit,
package, warranty,
service, brand, image,
and value
● Evaluation
● Control
● Marketing Audit
−Comprehensive
−Systematic
−Independent
−Periodic
Continual
Continual
Attention
Attention
Requirements
Requirements
for
for Effective
Effective Creativity
Creativity
Strategic
Strategic
Planning
Planning
Management
Management
Commitment
Commitment