Sep 21 - Marketing Planning, Part II

Sep 21 - Marketing Planning, Part II - Marketing Planning,...

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Marketing Planning, Part II September 21, 2009 Instructor: Tamar Milne
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Agenda Marketing analysis tools cont’d Porter’s Five Forces – read more on Vista CREST BCG Matrix SWOT Situation analysis: getting started For next class. .. 2
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Marketing Analysis Tool: CREST Simple framework for analyzing the external environment of a product or organization C ompetitive R egulatory/Political E conomic S ocio-cultural T echnological Also known as CPEST or PESTN 3
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Marketing Analysis Tool: BCG Matrix 4
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Marketing Analysis Tool: SWOT INTERNAL Strengths Weaknesses Processes and systems Technology Human resources Capital equipment Patents Certification Financial resources ... EXTERNAL Opportunities Threats New markets Social trends Legislation Competitive failure/success Exchange rates Recession/expansion Material costs ...
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Sep 21 - Marketing Planning, Part II - Marketing Planning,...

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