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L  E  T  '  S     T  A  L  K     A  B  O  U  T     T  H  E

ELEPHANTintheROOM

HISTORY LESSON

COMMUNICATION LESSON

3000

NOWRUZ

Y E A R S   C E L E B R A T I N G   S P R I N G

EQUINOX

FROM PLANNING

TO CONTROL

O B J E C T I V E S

Internal Analysis

Internal Analysis

Segmentation Targeting Positioning Differentiation Innovation

Product       

Price             

Promotion (Communication)

 Place  (Distribution)

People  (Customer service)

Personal Selling

Control

Marketing Mix

Marketing Planning

O B J E C T I V E S

A Marketing Plan Answers These Questions?

  • Situational Analysis Where are we and where are we going?
  • Setting Objectives Where do we want to go?
  • Resource Allocation What efforts should we invest in this?
  • Marketing Mix How do we want to get there?
  • Implementation What should we do?
  • Control How do we know if we are in the right direction?

MARKETING

PLAN

Situation Analysis

a set of

Strategies

Action

Program

3 GENERAL ELEMENTS

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

1.Market

  • Consumers or organizational customers, demand and segments

2.Competition and environment

3.Company

  • Mission and objectives
  • Strengths and weaknesses
  • Distinctive advantage

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

Competitive advantage

There are 4 main strategies for gaining a competitive advantage that will differentiate you from your competitors and put you in a position of relative strength:

  • Innovation
  • Segmentation
  • Improving distribution
  • Improving communication

 

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

Objectives

  • “Where do we want to go?”
  • Example: Gain a certain market share

Strategies

  • Follows an overall vision
  • Example: Setting the lowest price possible

Tactics

  • Means used to achieve a final objective
  • Example: Inserting rebate coupons in a magazine

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

Marketing strategies follow an overall vision from Business strategies

- Business strategies

  • Competitive vs. Development strategies

- Marketing strategies

  • Segmentation/targeting/positioning
  • Product
  • Price
  • Place
  • Promotion

 

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

 

What efforts do we want to invest in this?

  • Budget
  • Human resources

 

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

 

  1. Objectives and strategies
  2. Marketing strategies
  3. Target segments, desired positioning, differentiation and innovation

 

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

Formulating the product, pricing, distribution, communication and customer service strategies

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

 

  1. Statement of activities (program) for each of the marketing mix variables
  2. Defining responsibilities for each member of the marketing unit
  3. Coordinating operations
  4. Schedule of activities

 

MARKETING PLAN

Situation Analysis

Setting Objectives

Resource Allocation

Segmentation and Positioning

Marketing Mix

Implementation

Control

 

1.Contingency plan

2.Description of the means of control

3.Scorecard

 

 

Strategies

 

O B J E C T I V E S

BUSINESS STRATEGIES

Competitive

Development

(Asnof's Matrix)

  • Leader strategies
  • Challenger strategies
  • Follower strategies
  • Specialist (nicher) strategies
  • Market penetration
  • Market development
  • Product development
  • Diversification

ANSOFF MATRIX

For     Development     Strategies

Existing

Product

New

Product

 

Market

Penetration

 

 

Product

Development

 

 

 

Diversification

 

Existing Market

New Market

 

Market

Development

 

Example: Using Ansoff Matrix to Increase Tourism in a Region

Penetration

Intensive promotion

Market Development

Promotion Abroad or Packages

Product Development

Opening of a nature Interpretation Center

Diversification

Setting up a Summer Theatre or Organizing a Festival

Competitive Strategies

  • Leader Strategy has a dominant position in the market
  • Challenger Strategy is the main rival of the leader, uses aggressive strategies and seeks to hold a dominant position
  • Follower Strategy is for a competitor with a relatively small market share to defend, no attempt to increase it
  • Specialist (nicher) focuses on a distinctive market segment

Marketing Strategies

Segmentation

Product

Price

Place

Promotion

Mass, segmented, niche, personalized marketing

Positioning: regularly purchased, specialized, or informed decision

Skimming, penetration

Intensive, selective, exclusive

Push or pull

Analysis of Strategic Market Positioning

M   A   T   R   I   X

BCG Matrix

LOW

HIGH

HIGH

LOW

Relative market share

Market

growth

?

BCG Analysis

  • Stars products for which we have high market share in a growing market.
      
  • Question marks (aka Problem Child) products that we dont know if they are going to be stars or dogs in future
       
  • Cash cows products with high market share in a slow-growing market
        
  • Dogs products to be eliminated in a weak market.
        

BCG Strategic Decision making

LOW

HIGH

HIGH

LOW

Relative market share

Market

growth

?

 SUPPORT

finance them to help them grow even more

INVEST SELECTIVELY

try and improve their market position if possible

MAXIMIZE RETURN

cash cows make money for you to invest in stars and question-marks

ABANDON

remove dogs or slash their costs to a minimum

Control

O B J E C T I V E S

A Cycle

Objectives

Programs

(means of action)

Standards

Performance measures

Root cause analysis

Corrective action

Balanced

Scorecard

AND

Marketing Audits

Prof. Kaplan

DISCUSSESBALANCESCORECARDS

Organizational Structure

O B J E C T I V E S

Organizational Structure

is based on :

  • Size of the business
  • Product range
  • Market diversity

Organizational Structure 

  • Functional structure
  • Product or brand structure
  • Market or region structure
  • Matrix structure

THANK YOU

FOR YOUR ATTENTION

S E E    Y O U    N E X T    W E E K

Let's Get a Big Picture

By Mostafa Purmehdi

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