Marketing quốc tế Slides BUSM2412 unit 2 s1 08 compatibility mode

Unit U i - The Th Role R l off M Marketing k i in a Modern Organisation Planning and the Marketing Process Previewing the Concepts Explain E l i companywide id strategic t t i planning l i and d its four steps Discuss how to design business portfolios and growth strategies p functional p planning g strategies g and Explain asses marketing’s role in strategic planning Describe the marketing process and the f forces that th t influence i fl it it List the marketing management functions, including the elements of a marketing plan plan Planning Many companies operate without formal plans, yet these plans can provide many 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 developments Strategic Planning Strategic g Planning g is the Process of Developing and Maintaining a g Fit Between the Strategic Organizations' Goals and p and Its Changing g g Capabilities Marketing Opportunities Steps in Strategic Planning 3M A mission statement is a statement of an organisation’s i ti ’ purpose “ 3M solves “… sol es people’s problems by putting innovation to work for them.” http://www.3m.com/ Setting Company Objectives and Goals Mission Statement Marketing M k i Objective # Marketing Strategy Marketing Strategy Marketing M k i Objective # Marketing Strategy Marketing M k i Objective # Marketing Strategy Marketing Strategy 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 SBU’s s should receive more more, less less, or no investment, pg growth strategies g for adding g new p products or develop businesses to the portfolio QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture The Marketing Process 10 Porter’s Porter s Forces Model 19 SWOT Analysis Draws Together strategic conclusions and their implications based on the facts Positive Implications Negative g Implications Internal Strengths Weaknesses External Opportunities Threats 20 Connecting With Customers Market Segmentation: determining distinct groups of buyers (segments) with different needs, characteristics, or behavior Market Targeting: evaluating each segment’s attractiveness and selecting g one or more segments g to enter g arranging g g for a p product to Market Positioning: occupy a clear, distinctive, and desirable place relative to competing products in the minds of t target t consumers i.e i Chevy Ch Bl Blazer iis “lik “like a rock.” k” 21 Whatt iis th Wh the diff difference between b t a market segment and a market target? 22 Developing the Marketing Mix 23 The P’s P s & C’s C s of the Marketing Mix 4 P’s Product Price Place Promotion 4 C’s Customer Solution Customer Cost Convenience Communication 24 Sometimes there are some extra Ps People Physical Evidence Process 25 Managing the Marketing Effort 26 Product/Market Expansion Grid Existing Products New Products Existing Markets Market Penetration Product Development New M k Markets Market D Development l t Diversification 27 Product/Market Expansion Grid Based on Starbucks Market Penetration: making more sales to currentt customers t without ith t changing h i it its products d t How? Add new stores in current market areas, improvements in advertising advertising, prices prices, etc etc Market Development: identify and develop new markets for its current products p How? Review new demographic (senior consumers) or geographic (Asian, European & Australian) markets k t 28 Product/Market Expansion Grid Based on Starbucks Product Development: offering modified or new products to current markets markets How? Increasing food offerings, sell coffee in supermarkets extend to Frappuccino drinks supermarkets, drinks Diversification: start up or buy businesses outside current products and markets markets How? Currently testing two new restaurant concepts – Cafe Starbucks and Circadia Circadia, or branded casual clothing 29 Contents of a Marketing Plan Executive Summary Current Marketing Situation Threats and Opportunity Analysis Objectives Marketing Strategy Action Programs Budgets Cont ols Controls 30 Marketing Department Organisation Functional Organisation Combination Plan Formats for Organising the Department Include: Market or Customer Organisation Geographic Organisation Product Management Organisation 31 Marketing Control Process 32 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 marketing’s role in strategic planning Describe the marketing process and the forces that influence it List the marketing management functions, including the elements of a marketing plan 33 ... Mission Statement Marketing M k i Objective # Marketing Strategy Marketing Strategy Marketing M k i Objective # Marketing Strategy Marketing M k i Objective # Marketing Strategy Marketing Strategy... “like a rock.” k” 21 Whatt iis th Wh the diff difference between b t a market segment and a market target? 22 Developing the Marketing Mix 23 The P’s P s & C’s C s of the Marketing Mix 4 P’s... clothing 29 Contents of a Marketing Plan Executive Summary Current Marketing Situation Threats and Opportunity Analysis Objectives Marketing Strategy Action Programs Budgets Cont ols Controls 30 Marketing