Topic 1 Business to Business marketing.ppt
-
Upload
halim-kusuma -
Category
Documents
-
view
125 -
download
0
description
Transcript of Topic 1 Business to Business marketing.ppt
1 Dr Simon Somogyi
MKTG 1502/7961 Agriculture & Food Industry Marketing
2
Course Objectives
At end of this course you will:
1. Understanding of the marketing concept and how it applies to agricultural products
2. Understand the major forces of change that impact on the marketing of agricultural products
3. Understand the components of a business-to-business marketing strategy which accommodates the changes in the competitive environment facing an agribusiness firm
3
Course Activities1. Lecture -Tuesdays in the Animal Science Building (Building
Number 8153), Room 153 from 9am- 11am. -The lecture material will be available on the Blackboard site prior to the lecture.
-Echo 360 will be used in this course and recording will appear on the Blackboard site
2. Tutorial sessions -For all students who wish to attend on Wednesdays from 3-5pm.
-The session will be held in the Management Building (8117) in room 218 (second level meeting room).
-Students to bring questions and have them answered/ discussed in a group setting. This session is not compulsory.
-I urge you to attend and get involved.
4
Course Activities/ My Details
My Details
Dr Simon SomogyiBuilding 8117a, Room 231, email: [email protected]
5
Assessment
1. Within semester quiz (20%)example quiz on the Blackboard site
Tuesday 23rd April during the lecture. Externals do online in Blackboard.
2. Semester group project (20%)Details: Blackboard site; Approval firm/group; 20th March
Final Report 20th May
3. Final Examination 60%Details: past exam paper on the Blackboard site
Examination period June 2013
6
Agribusiness Marketing
Applied Market Research
Agribusiness Sales
Supply Chain Management
Export Practices
Strategic Management
Linkages with other agribusiness courses
Food and Fibre Case Studies
7
Module 1 : the role of marketing as part of a business strategy
• The organizational structure of a business, functional roles, tangible and intangible resources
• Porter’s Value Chain, Industry Attractiveness model, SWOT analysis, Marketing Mix
8
Learning Objective
At end of this module you will:
1. Understand the role of marketing in a business
2. Understand the differences between business to business marketing and business to consumer marketing
3. Appreciate that marketing is more than advertising or selling
9
Why does a firm exist?
To provide goods and/or services to customers
and while doing so make a profit
This raises the big questions:
1. What customers?
2. What goods and/or services
10
The answers to these questions depends on:
1. What goals, capabilities and resources the business has,
2. What markets exist for the possible goods and services goods and services the business might produce, and
3. The competition the business has in these potential markets
No business has the RIGHT to EXIST nor make a PROFIT
11
The Functional Organization of a Firm
PRODUCTION
FINANCE
SALES
MARKETING
ADMINISTRATION
SENIOR
MANAGEMENT
THE BOARD
REGULATORS FINANCIERS SHAREHOLDERS CUSTOMERS SUPPLIERS
PRODUCTION
FINANCE
SALES
MARKETING
ADMINISTRATION
SENIOR
MANAGEMENT
THE BOARD
REGULATORS FINANCIERS SHAREHOLDERS CUSTOMERS SUPPLIERS
12
Primary Activities
Sup
port
A
ctiv
itie
s Firm infrastructure
Human resource managementResearch and developmentProcurement
Inb
ou
nd
lo
gis
tic
s Serv
ice
Op
era
tio
ns M
ark
eti
ng
an
d
sale
s
Ou
tbou
nd
log
isti
cs
Mar
gin
Margin
Porter’s Value Chain
How much customer value can my business create?
13
A firm’s intangible resources
Dunne 2006
14
Beef producer
Abattoir
Wholesalers
Supermarkets
Restaurants
Food
Service
Butcher
Shop
Sale yards
Feedlot
Some pathways to alternative beef market segments
15
Export
Some pathways to alternative grain market segments
Grain producer
Grain merchant Flour Mill
Feed Mill
Bio-fuels
Food Processor
16
Consumer based “high value added” product: Wine
‘Wine industry’
Grape Grower
Winery
Super-market
Liquor store
Wineshop
Hospitality
Retailers
Consumer
Merchant/Distributor
Wholesaler
Negociant
Importer
Intermediaries
17
Porter’s Five Forces Model
Threat of New Entrants
Threat of Substitutes
Rivalry among Existing
Competitors
Bargaining Power of Suppliers
Bargaining Power of Buyers
How attractive is the industry in which my business operates?
What does the competitive environment look like?
The concept can be used to evaluate the attractiveness of a market segment to a business
18
A SWOT AnalysisInternal
Environment
People Management
Resource Management
Target Markets
Strategy
Competitive
Environment
Suppliers
Buyers
Competitors
Substitutes
Strengths v Weaknesses
Opportunities v Threats
Competitive Analysis Where should my business focus?
19
Marketing Mix• Marketing MixMarketing Mix: Ingredients that are modified to
make product attractive to consumerattractive to consumer. Often referred as 4 P’s
1.Product – tangible or intangible? Specifications of the product.
2.Price –The amount a customer pays for the product. Elasticities of demand etc
3.Promotion - Methods of communicationcommunication that a marketer may use to provide information to different parties about the product
4.Place- Where convenient for consumers. Distribution of the product
We will discuss in detail in later topics
What do we need to address consumer consumer wants?wants?
20
ABATTOIR
PORTION CONTROLLER
TRANSPORT
RESTAURANT
TRANSPORT
BREEDING
BACKGROUNDING
FEEDLOT
Customers
Apply Porter’s Industry Attractiveness Model to firms competing at the production, processing and retail stages of this supply chain
TASK
21
TRANSPORT
SUPERMARKET
TRANSPORT
GROWER
PACKING/ COLD STORE
WHOLESALER
Consumer
Compare and contrast the requirements a customer at a supermarket expects with that a wholesaler requires of a cabbage grower
TASK: Cabbage value chain
22
Summary
A firm will produce the goods and/or services that are compatible with its capabilities capabilities and resourcesand resources, and
it will endeavour to sell these goods and/or services to the customer(s) that provide it with an acceptable return on its investment of time, resources and effort
23
The following slides are examples of what YOU should do to consolidate your understanding of what has been presented in the contact session.
This process will assist you in identifying points that need clarification either in the next contact session or via the Blackboard site
24
Recap: example
What facts have we learnt about the role of marketing in a firm?
What marketing terms do we need to define?
What issues have been raised that we need to know more about?
25
Recap: example
What facts have we learnt about the role of marketing in a firm?
•Marketing coordinates all the activities of a firm
•The marketing mix defines how a firm will compete in a market segment
•The marketing mix will change as the characteristics of the target market segment change
26
Recap: exampleWhat marketing terms do we need to define?
Marketing is a process that co-ordinates a firm’s competitive activities in a specific market segment.
Marketing Mix is the features of a firm’s product (or service) when combined with its distribution channel, its promotional activities and its price structure define the customer value proposition the firm offers in a specific market segment.
A Market Segment is defined group of customers identified by a firm as being sufficiently attractive as to warrant the firm specifically attempting to satisfy their needs for a specific type of product and/or service.
Porter’s Value Chain is a model that identifies the major functional and support activities of a business that enable a firm to create value for its customers.
Porter’s Industry Attractiveness model is a tool employed to establish the attractiveness of an industry to a current or potential participating firm.
27
Recap: exampleDefinitions continued
A Supply Chain is a sequence of firms that are collectively responsible for the servicing of a customer’s needs in a specific market segment.
Supply Chain Management is the process of coordinating the activities of firms within a supply chain so as to enhance the competitive position of the chain in the specific market segment(s) in which it chooses to compete.
A SWOT analysis is a process undertaken by a business as part of its evaluation of its present competitive strategy.
28
Recap: exampleWhat issues have been raised that we need to know more about?
•How a firm determines which market segments to compete in
•How a firm develops a marketing strategy for a specific market segment
29
“Understanding what consumers want and
focusing totally on meeting those needs is the essence
of survival and prosperity in contemporary agricultural
markets”
(Australian Farm Institute Report, August 2006)
RecapCustomers matter