I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market...
-
Upload
albert-chapman -
Category
Documents
-
view
219 -
download
0
Transcript of I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market...
![Page 1: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/1.jpg)
I. Marketing Analysis
II. The Global Environment
III. Planning and Market Research
IV. Market Segmentation
The Marketing Strategy
![Page 2: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/2.jpg)
Index
General Instructions• Select a company from the list on the
inside cover of your textbook• Each time we finish a unit, you will
describe the issues in that unit using your chosen company.
• Make a copy of the Market Strategy Outline as a guide
• Use this PowerPoint presentation to help in analyzing your company’s strategy.
![Page 3: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/3.jpg)
Index
I. Marketing Analysis• This section of the marketing
strategy examines the current situation of the company.
• An internal analysis looks at what is happening within the company.
• An external analysis examines the marketing environments (environmental scanning).
Support Documents
![Page 4: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/4.jpg)
Index
Internal Analysis• What type of business is it?• To what industry does this company
belong?• What products are sold?• Where is it headquartered?
(Internal Analysis continued on next slide)
Support Documents
![Page 5: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/5.jpg)
Index
Other Internal Information• Number of employees
• Annual Revenue
• Annual Profit (earnings)
• Bond rating
• Most recent stock price
Support Documents
![Page 6: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/6.jpg)
Index
The External Analysis This section of the strategy examines
what the company must consider from the outside. It includes scanning the five environments: economic, competitive, societal/cultural, political/legal, technological.
Support Documents
![Page 7: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/7.jpg)
Index
The Economic Environment• How is the company affected by what
is happening in the economy?
For example:– inflation?– Interest rates?– Unemployment?–Wholesale and consumer price index?
Support Documents
![Page 8: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/8.jpg)
Index
Competitive Environment• Who is this company’s major
competition?
• How well is this company doing compared to the competition?
Support Documents
![Page 9: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/9.jpg)
Index
Societal/Cultural Environment• What are current societal trends
impacting on this company?
• Are there any cultural taboos or fads that might affect business?
Support Documents
![Page 10: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/10.jpg)
Index
Political/Legal Environment• Are there government regulations
affecting the company?
• Are there political trends impacting this business?
Support Documents
![Page 11: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/11.jpg)
Index
Technological Environment• What trends in current technology
might impact on this business?
• Is this company being helped by technology? How?
• Is this company being hurt by new technology? How?
Support Documents
![Page 12: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/12.jpg)
Index
II. The Global Environment
• This segment of the strategy examines the extent to which this company is marketing its products internationally and the problems encountered in global marketing.
Support Documents
![Page 13: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/13.jpg)
Index
Global Marketing• Where is the company involved
internationally?
• How is the company involved in international marketing?
• What are some of the major considerations they must make to market their product internationally
Support Documents
![Page 14: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/14.jpg)
Index
International Environment
Support Documents
• How does the international environment differ from the domestic one? Give some examples of these differences?– Economically?– Competitively?– Culturally?– Politically?– Technologically?
![Page 15: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/15.jpg)
Index
III. Planning, Forecasting, and ResearchThis segment of the strategy
examines:
• Company mission
• Strategic plans of the company
• Market research and forecasting (How does the company collect market information and use it?)
Support Documents
![Page 16: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/16.jpg)
Index
Planning• What is the company’s mission?
• What are some of the plans for this year?
• What are the plans over the next several years?
![Page 17: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/17.jpg)
Index
Forecasting• Does the company do forecasting?– Quantitative information used?– Qualitative information used?
Support Documents
![Page 18: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/18.jpg)
Index
Market research
• Does the company do any market research?
Support Documents
![Page 19: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/19.jpg)
Index
Secondary Data
• What secondary data is used?
• What are the major sources of this secondary data?
Support Documents
![Page 20: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/20.jpg)
Index
Primary Data
• Does the company execute its own market studies?
• How and where does it collect data?
![Page 21: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/21.jpg)
Index
Market Segmentation• This segment of the strategy describes the
type of customer to whom the company is marketing.
– Select ONE of your company’s products to identify a market
(You cannot describe ALL of the company’s various target markets)
– Decide whether the target market is a consumer or an organization.
![Page 22: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/22.jpg)
Index
Consumers (Households)If you want to describe this type of
consumer use the following categories:
geographic
demographic
psychographic
product-related
![Page 23: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/23.jpg)
Index
Geographic Segmentation• Local, national international?
• Urban, suburban, rural?
• Warm or cold climate?
![Page 24: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/24.jpg)
Index
Demographic Segmentation• Gender? Age?
• Income? Occupation? Education?
• Race? Religion? Ethnic group?
• Height? Weight? Body type?
• Marital status?
• Other characteristics?
![Page 25: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/25.jpg)
Index
Psychographic Segmentation• Lifestyle?
• Personality traits?
• Other psychographics
![Page 26: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/26.jpg)
Index
Product-related Segmentation• Familiarity (unknown to brand -loyal)
• Usage rate (heavy to non-user)
• Benefits sought in the product
![Page 27: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/27.jpg)
Index
Organizational Buyer• If the target is an organizational
market, describe the organization using the following categories:– demographic– customer-type– end-use application– purchasing situation
![Page 28: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/28.jpg)
Index
Demographic Segmentation• Type of businesses to which
company is marketing?(SIC)
• Size of these businesses?
• Corporate culture of these businesses (leading edge or traditional)?
![Page 29: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/29.jpg)
Index
Customer-type Segmentation• Manufacturer?
• Wholesaler/Retailer?
• Government
• Non-profit?
![Page 30: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/30.jpg)
IndexEnd-use Application Segmentation• How will the product be used?– in the manufacture of other products?– for resale to other customers?– as an end-product, consumed by the
business?– as a custom-designed product for a
particular customer?
![Page 31: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/31.jpg)
IndexPurchasing-situation Segmentation• Centralized or decentralized
purchaser
• Usage rate (non-user to brand loyal user)
![Page 32: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/32.jpg)
Index
Selecting Target MarketIn defining the target market, is your
company using:
• an undifferentiated strategy?
• a differentiated strategy?
• a concentrated strategy?
What led you to this conclusion?
![Page 33: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/33.jpg)
V. Product Strategy
VI. Pricing and Placing Strategy
VII. Promotion Strategy
VIII. Conclusions
Support Documents
The Marketing Mix (con’d)BMGT 130 On-Line
![Page 34: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/34.jpg)
Index
V. Product StrategyThis section of the market strategy
describes all of the considerations made to develop the company’s products.
(At this point you will use the ONE PRODUCT you selected when you described your target market, and use that product throughout all of the marketing mix discussion)
![Page 35: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/35.jpg)
Index
Product Strategy: CategorizationWhich category best describes this
product:– convenience good?– shopping good?– specialty good?
![Page 36: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/36.jpg)
Index
Product Strategy: Characteristics
• Physical qualities (if this is a tangible product)?
• Service package offered?
![Page 37: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/37.jpg)
Index
Product Strategy: Brand Name• Where did the name come from?
• What does the name say about the product?
![Page 38: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/38.jpg)
Index
Product Strategy: Packaging• What considerations were made in
packaging this product?
• What type of packaging is used?
• How does the packaging help market the product?
![Page 39: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/39.jpg)
Index
Product Strategy: Enhancers• What else is being offered to make
this product attractive to the previously chosen target market?(guarantees, warranties, services, etc.)
• What product factors separate your product from that of your competition?
![Page 40: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/40.jpg)
Index
Product Strategy: Product Line
Is this a single stand-alone product, or is there a line of similar or complimentary products sold with this product?
![Page 41: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/41.jpg)
Index
VI. Pricing StrategyThis segment of the strategy describes
considerations the company must make in determining what price to charge its customers
![Page 42: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/42.jpg)
IndexPricing Strategy: Pricing ObjectivesWhat major objective(s) does the company use
in determining price?
• Profitability
• Competitive
• Volume (market share)
• Prestige (quality)
How does this objective relate to the target market chosen?
![Page 43: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/43.jpg)
Index
Pricing Strategy: The ContinuumWhere are they on the Pricing
Continuum?Undercutting the competition (penetration)?
Going for a quality image (prestige)?
Not using price to compete (competitive)?
below cost break even penetration competitive prestige no sales
![Page 44: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/44.jpg)
Index
VI. Placing Strategy
This segment of the strategy describes the distribution channel by which the product travels from manufacturer to final consumer.
![Page 45: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/45.jpg)
Index
Placing Strategy: IntermediariesDoes the manufacturer use some help
(intermediaries) in distributing the product to consumers?–Wholesalers? Describe them.– Retailers? Describe them.
![Page 46: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/46.jpg)
Index
Placing Strategy: Non-traditionalDoes the company use other non-
traditional retailing to distribute the product?
• Catalogs
• Internet
• Automatic merchandising
• Other
![Page 47: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/47.jpg)
Index
VII. Promotion This section of the marketing strategy
analyzes how the company sends its product message to the chosen target market.
![Page 48: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/48.jpg)
Index
Promotion Strategy:Design• Do they use a “push” or a “pull”
strategy?
• How do they budget for promotion?
• Are there any ethical issues involved in their strategy?
![Page 49: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/49.jpg)
Index
Promotion Strategy: 4 ElementsHow does the company use each of
the 4 elements of the promotion Mix?
• Advertising
• Sales promotion
• Publicity
• Personal selling
![Page 50: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/50.jpg)
Index
Promotion Strategy: Advertising• What message are they attempting to
convey?• What appeal are they making to the
target market?• What media are they using to convey
their message?• How are they using the internet to
advertise?
![Page 51: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/51.jpg)
IndexPromotion Strategy:Sales PromotionWhat sales promotion tactics does the company
use?– Trade shows?– coupons and cents-off?– samples and premiums?– sweepstakes and contests?– in-store displays (POP displays)?– Other?
What sales promotion do they have on the internet?
![Page 52: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/52.jpg)
Index
Promotion Strategy: Publicity• What does the company do to get
“free” publicity?
• In what types of public relations activities do they participate?
• Are they using the internet to get publicity? How?
• How effective is their PR campaign?
![Page 53: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/53.jpg)
IndexPromotion Strategy: Personal Selling• How does the company use personal
selling to reach the target market?• In what types of personal selling
activities do they participate?– field selling?– over-the-counter selling?– telemarketing?– Internet?
![Page 54: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/54.jpg)
IndexVIII. Conclusions and RecommendationsComment on your observations of this
company’s marketing strategy.
What can you conclude from what you now know of this marketing strategy?
What recommendations would you make to this company about this strategy?
![Page 55: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/55.jpg)
Index
THE END
This ends the PowerPoint presentation for the Marketing Strategy.
If you still have questions on any part of this, e-mail your instructor on Private Mail in WebCT.
![Page 56: I. Marketing Analysis II. The Global Environment III. Planning and Market Research IV. Market Segmentation The Marketing Strategy.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649ee55503460f94bf4d04/html5/thumbnails/56.jpg)
Index
Support Document
• Applicable textbook Chapters
• Company Web Site
• Company Annual Report
• Current Periodicals in HCC Library (magazines, newspapers, journals)
• Databases in the Library(click here to connect to library)