Lecture_Plan_Overview_Comp1_Presentation

Lecture_Plan_Overview_Comp1_Presentation - September 11,...

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September 11, 2006 Announcements Team picture due next week in class Team contract due today to your TA The Big Steps in Creating a Marketing Plan Component 1 Company Description Strategic Focus and Plan Situation Analysis Work Session Policy
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Big Steps Analyze the organization What is it? What are it’s unique properties? Analysis of the markets Who is the market? Describe it in detail Analysis of the strengths and weaknesses of the organization (SWOT) Develop marketing plan objectives …what you want to accomplish (based on your SWOT) Development of promotional materials based on your objective to communicate your message to your target audience
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So… Pick your focus Identify strengths to build on and opportunities to grasp Improve weak areas Avoid problematic threats you can’t control Think “out of the box”
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Marketing Plan: Component 1 Company Description Strategic Focus and Plan Situation Analysis
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Company Description Introduction What is the business? What are the service(s) Use a BCG matrix to describe service line What does the company need help doing? Market Summary Who are the target market(s)? Market Needs What market need does your business hope to fulfill?
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BCG Matrix Business Portfolio Analysis tool Used to analyze a firm’s strategic business units (can be applied to a product line or individual product or brand level) Suggests which SBU’s will be cash producers and cash users
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BCG BCG Matrix HIGH LOW HIGH Star ? Problem Child LOW $ Cash cow Dog Relative Market Share Market Growth Rate On campus recruiting Video Resume critique Alumni Network WLAX… Competing sports, activities Think about how you spend your free time CALS CDO
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Lecture_Plan_Overview_Comp1_Presentation - September 11,...

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