Marketing Strategoes

Marketing Strategies NATO Sources: Evans&Berman :Marketing Dibb, Simkin, Bradley: The Marketing Planning Advertising Sales

Slide Structure of Planning ,[object Object],[object Object],Where should we go? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Situation analysis Setting objectives Using competitive edge Co-ordination Follow up

Core Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The market The culture The market segment The Image The offering

Core Market Trends and Predictions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Forecasting ,[object Object],[object Object],[object Object],Is there a gap in the market? Is there a market in the gap?

Environmental analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What environmental factors are affecting the project? Which of those are the most important at the present time? In the next few years?

Effective SWOT Analysis Internal factors External factors Threats Weaknesses Strengths Opportunities

Slide Customer Expectations and Buying Processes For each segment fill in the following details (example: 35 mm cameras) Advanced Amateurs Photographers Customer profile Awareness of options Collect / read sales literature Technical / subjective appraisal Short list In store demonstrations Purchase Buying process 1. Magazines 2. 3rd party reference 3. Sales person Influences Feature level Reliability Range of lenses KCV’s

Competitive Analysis The industry rivalry among existing firms Substitutes Potential Entrants Suppliers Buyers

Brand and Product Positioning High Variable Purchase Price Low Low variable: Quality High ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Objectives ,[object Object],[object Object],[object Object],[object Object]

The Marketing Plan Document ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategoes

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Marketing Strategoes

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