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UNSW School of Business

Strategic Skills for Marketing MARK6101 2016

Saturday, April 30

S 1.1 A Frae!ork for Analysing Marketing Strategy

Professor John Roberts

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Strategic Skills for Marketing

Marketing Strategy is critically importantbecause it focuses the eort we put into theorganization. Without a vision, one that isconsistent with our capabilities and marketopportunities, we are directionless andincapable of long term success. This lecturecovers administrative details associated with

the course and provides a framework forstrategic analysis and action.

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!" #$%&TS

'(M%&%ST)'T%$&

* +ourse $bectives* 'pproach and #hilosophy

* 'ssignments and -rading

)'M!W$) $) M')!T%&-ST)'T!-" '&'/"S%S

* The $bectives of Marketing Strategy* Marketing Strategy as a Matching

#rocess

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Proposed meeting times

1. ".00 # 10.20

2. 10.$0%12.00

3. 1.00%2.20

$. 2.$0%$.00

Saturday

April 30

May 7

May 1May !1

May !"

#une

Formal consultation times: Saturdays 4.00 p.m. to 5.00p.m.

In practice, I am in my oce most days and am

a!ailable by phone.

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$01!+T%2!S $ T3! +$4)S!

5. To understand the tools we need to undertakean opportunity analysis 6the marketing auditand option generation7.

8. To develop a reasonable level of9nancial:accounting literacy and to see howthat 9ts with the metrics that we use to planand evaluate marketing activity.

;. To consider how marketing plans may berealised in practice reviewing both what we do6the brand and its associated marketing mi

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'##)$'+3

Theory : #ractice Mi

Needs 'ut does it

ha(e the strengths>

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5s it al&ays a disaster if our

strengths ? needs>

+igital /ooks

#anuary !7 !00"+*A +MA4

Freed From the Pa$e, but a -oo) 1onetheless

'R45+ /ooks proide pleasures no deice created /y an

electrical engineer can atc-. -e s!eet sell of a /rand%ne!

/ook. -e tactile pleasures of turning a page. -e reassuring sig-t

on one7s /ooks-eles of personal 8ourneys.

9ut not one of t-ese e:plains !-y /ooks -ae resisted digiti;ation.

-at7s sipler 9ooks are porta/le and easy to read.

"h 'l t f th St t i

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Marketing Strategy is the process of matching our

strengths to the marketKs needsE

Market&eeds

Market+haracteristics

+ompanyStrengths andWeaknesses

+ompany$bectives and%mperatives

!lements of Market'ttractiveness

%t also involves us choosing the markets which best 9tour company obectivesE

+ritical Successactors

"he 'lements of the Strate$ic+udit

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The !ight uestions $f MarketingStrategy

We can use the strategic framework to address thefeasibility of any strategic initiativeE

+ompany Strengthsand Weaknesses

+ustomersK&eeds

What are we good atL+an we do thisL

What do customerswantL

Will they value thisL

+orporate$bectives

Market+haracteristics

Where do we want togoL

Will this get us thereL

What is the market likeL

Will the market supportthisL

&ot only do we get a -o:&o -o answer, we identify leveragepoints