Unit 2 - The Role of Marketing U i 2 Th R l f M k i in a - - PowerPoint PPT Presentation

▶
unit 2 the role of marketing u i 2 th r l f m k i in a
SMART_READER_LITE
LIVE PREVIEW

Unit 2 - The Role of Marketing U i 2 Th R l f M k i in a - - PowerPoint PPT Presentation

Apr 20, 2023 24 likes •354 views

Unit 2 - The Role of Marketing U i 2 Th R l f M k i in a Modern Organisation in a Modern Organisation Planning and the Marketing Process Planning and the Marketing Process 1 CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-1
SLIDE 1

U i 2 Th R l f M k i Unit 2 - The Role of Marketing in a Modern Organisation in a Modern Organisation

Planning and the Marketing Process Planning and the Marketing Process

1

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-2
SLIDE 2

Previewing the Concepts Previewing the Concepts

E l i id t t i l i d Explain companywide strategic planning and its four steps. Discuss how to design business portfolios Discuss how to design business portfolios and growth strategies. Explain functional planning strategies and p p g g asses marketing’s role in strategic planning. Describe the marketing process and the f th t i fl it forces that influence it. List the marketing management functions, including the elements of a marketing plan

2

including the elements of a marketing plan.

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-3
SLIDE 3

Planning Planning

Many companies operate without formal Many companies operate without formal plans, yet these plans can provide many benefits such as: benefits such as:

encouraging management to think ahead systematically, y y, forcing managers to clarify objectives and policies, and p helping the company to anticipate and respond quickly to environmental changes and sudden

3

developments.

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-4
SLIDE 4

Strategic Planning Strategic Planning

Strategic Planning is the Process of g g Developing and Maintaining a Strategic Fit Between the g Organizations' Goals and Capabilities and Its Changing p g g Marketing Opportunities.

4

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-5
SLIDE 5

Steps in Strategic Planning

5

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-6
SLIDE 6

3M 3M

A mission statement mission statement is a statement of an i ti ’

  • rganisation’s

purpose. “ 3M sol es “… 3M solves people’s problems by putting innovation to putting innovation to work for them.” http://www.3m.com/

6

http://www.3m.com/

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-7
SLIDE 7

Setting Company Objectives Setting Company Objectives and Goals

Mission M k i M k i M k i Statement Marketing Objective # 1 Marketing Objective # 2 Marketing Objective # 3 Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy

7

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-8
SLIDE 8

Designing the Business Portfolio

The business portfolio is the collection of businesses and products that make up the company. The company must:

analyse its current business portfolio or Strategic Business Units (SBU’s), decide which SBU’s should receive more less or no decide which SBU s should receive more, less, or no investment, develop growth strategies for adding new products or

8

p g g g p businesses to the portfolio.

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-9
SLIDE 9 QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.

9

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-10
SLIDE 10

The Marketing Process The Marketing Process

10

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-11
SLIDE 11

The Five Cs The Five Cs

Company p y

Internal Resources, Capabilities

Customers

Needs, wants and characteristics of current & potential Customers

Competitors Competitors

Strengths and Weaknesses of competitors

Collaborations Co abo at o s

Opportunities and Threats

Context

11

Environment

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-12
SLIDE 12

Macroenvironment Macroenvironment

 PESTLE

 Political Issues  Economic Forces

 PEST

 Political/Legal Factors  Economic Factors  Economic Forces  Socio-cultural Changes  Technological Changes  Economic Factors  Socio-cultural Factors  Technological Changes  Legal and Regulatory Changes  Environmental Forces

12

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-13
SLIDE 13

Analyzing Current SBU’s: BCG G h Sh M i

Relative Market Share

BCG Growth-Share Matrix

Question Marks Stars

Relative Market Share

High Low

te

gh

?

  • High growth, low share
  • Build into Stars or phase out
  • Require cash to hold
  • High growth & share
  • Profit potential
  • May need heavy

wth Rat

Hig

?

Require cash to hold market share May need heavy investment to grow

Cash Cows

L th hi h h

Dogs

ket Grow

  • Low growth, high share
  • Established, successful

SBU’s

  • Produce cash
  • Low growth & share
  • Low profit potential

Mark

Low

13

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-14
SLIDE 14

QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. a e eeded o see s p c u e

14

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-15
SLIDE 15

The GE Matrix The GE Matrix

Business Strength Strong Average Weak Industry High Industry Attract- iveness High Medium Low

15

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-16
SLIDE 16

Problems With Matrix Approaches

Can be Difficult, Time-Consuming, Costly to Implement Difficult to Define SBU’s & Measure Market Share/Growth Focus on Current Businesses But Not Future Planning Focus on Current Businesses, But Not Future Planning

16

Can Lead to Unwise Expansion or Diversification

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-17
SLIDE 17

Planning Cross-Functional g Strategies

Marketing’s Role in Strategic Planning

Guiding Philosophy Inputs to Strategic Design Strategies Philosophy g Planners Strategies

17

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-18
SLIDE 18

Value Delivery Network Value Delivery Network

Company’s Value Chain Chain Suppliers Customers Suppliers Customers Distributors

18

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-19
SLIDE 19

Porter’s 5 Forces Model Porter s 5 Forces Model

19

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-20
SLIDE 20

SWOT Analysis SWOT Analysis

Draws Together strategic conclusions and their implications based on the facts

Positive Negative

implications based on the facts

Implications g Implications Internal Strengths Weaknesses Internal Strengths Weaknesses External Opportunities Threats

20

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-21
SLIDE 21

Connecting With Customers Connecting With Customers

Market Segmentation: determining distinct groups Market Segmentation: determining distinct groups

  • f buyers (segments) with different needs,

characteristics, or behavior. characteristics, or behavior. Market Targeting: evaluating each segment’s attractiveness and selecting one or more segments g g to enter. Market Positioning: arranging for a product to g g g p

  • ccupy a clear, distinctive, and desirable place

relative to competing products in the minds of t t i Ch Bl i “lik k ”

21

target consumers. i.e. Chevy Blazer is “like a rock.”

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-22
SLIDE 22

Wh t i th diff b t What is the difference between a market segment and a market target?

22

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-23
SLIDE 23

Developing the Marketing Mix Developing the Marketing Mix

23

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-24
SLIDE 24

The 4 P’s & 4 C’s of the The 4 P s & 4 C s of the Marketing Mix

4 P’s 4 C’s

Product Price Customer Solution Customer Cost Place Promotion Convenience Communication

24

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-25
SLIDE 25

Sometimes there are some Sometimes there are some extra Ps

People Physical Evidence Process

25

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-26
SLIDE 26

Managing the Marketing Effort

26

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-27
SLIDE 27

Product/Market Expansion Product/Market Expansion Grid

Existing Products New Products

  • 1. Market

Penetration

  • 3. Product

Development Existing Markets Products Products Penetration

  • 2. Market

D l t Development

  • 4. Diversification

Markets New M k Development

  • 4. Diversification

Markets

27

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-28
SLIDE 28

Product/Market Expansion Grid Product/Market Expansion Grid Based on Starbucks

Market Penetration: making more sales to t t ith t h i it d t current customers without changing its products.

How? Add new stores in current market areas, improvements in advertising prices etc improvements in advertising, prices, etc.

Market Development: identify and develop new markets for its current products. p

How? Review new demographic (senior consumers)

  • r geographic (Asian, European & Australian)

k t

28

markets.

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-29
SLIDE 29

Product/Market Expansion Grid Product/Market Expansion Grid Based on Starbucks

Product Development: offering modified or new products to current markets new products to current markets.

How? Increasing food offerings, sell coffee in supermarkets extend to Frappuccino drinks supermarkets, extend to Frappuccino drinks.

Diversification: start up or buy businesses

  • utside current products and markets
  • utside current products and markets.

How? Currently testing two new restaurant concepts Cafe Starbucks and Circadia or

29

concepts – Cafe Starbucks and Circadia, or branded casual clothing.

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-30
SLIDE 30

Contents of a Marketing Plan Contents of a Marketing Plan

Executive Summary Current Marketing Situation Threats and Opportunity Analysis Objectives Marketing Strategy Action Programs Action Programs Budgets Cont ols

30

Controls

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-31
SLIDE 31

Marketing Department Organisation

Functional Organisation

Formats for Organising the Formats for Organising the

Geographic Organisation Combination Plan

Organising the Department Include: Organising the Department Include:

Organisation Plan Market or Customer Product Management

31

Organisation Product Management Organisation

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-32
SLIDE 32

Marketing Control Process

32

CuuDuongThanCong.com https://fb.com/tailieudientucntt

slide-33
SLIDE 33

Review of Concept p Connections

Explain companywide strategic planning and its four steps. Discuss how to design business portfolios and growth strategies. Explain functional planning strategies and assess Explain functional planning strategies and assess marketing’s role in strategic planning. Describe the marketing process and the forces Describe the marketing process and the forces that influence it. List the marketing management functions,

33

including the elements of a marketing plan.

CuuDuongThanCong.com https://fb.com/tailieudientucntt