MARKETING STRATEGY AND PLANNING( 16)英文培训教材.pptVIP

来自 中国最大的资料库下载 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Marketing Strategy and Planning  Lecture Objectives Planning - role/questions/processes? Strategy - components and measurement 2 Re-definition The marketing planning process Business mission Marketing audit SWOT analysis Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control Marketing planning at the business level Marketing planning at the product level 3 Re-definition Planning at the business level Business mission Marketing audit SWOT analysis Marketing objectives Strategic thrust Strategic objectives 4 Planning at the product level Core strategy Marketing mix decisions Organization and implementation Control Target markets Competitive advantage Competitor targets The Ashridge Mission Model 5 Purpose (Why the company exists) Company values (What senior management believes in) Standards and behaviours (The policies and behaviour patterns that guide How the company operates Strategy (The commercial rationale) Microenvironment The market External marketing audit checklist Competition Microenvironment Economic: inflation, interest rates, unemployment Social/cultural: age distribution, lifestyle changes, values, attitudes Technological: new product and process technologies, materials Political/legal: monopoly control, new laws, regulations Ecological: conservation, pollution, energy The market Market size, growth rates, trends and developments Customers, who are they, their choice criteria, how, when, where do they buy, how do they rate us vs. the competition on product, promotion, price, distribution Market segmentation: how do customers group, what benefits do each group seek Distribution: power changes, channel attractiveness, growth potentials, physical distribution methods, decision makers and influencers Competition Who are the major competitors What are their objectives and strategies What are their strengths and weaknesses Market share