mktg1001 wk3 - MKTG1001: Semester 1 Marketing Principles...

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Unformatted text preview: MKTG1001: Semester 1 Marketing Principles This week M arketing E nvironm ent Internal M icro M acro Info on the G roup R eport Chapter 3 MKTG1001: Semester 1 The Marketing Environment W h e re it c o n n e c ts to p re v io u s w e e k s MKTG1001: Semester 1 Strategy Selection Corporation Strengths/Capabilities Customers Needs/Value sought Competition Differentiate/unique Environmental changes/trends where heading? MKTG1001: Semester 1 Sections of the Marketing Plan Current marketing situation Consumers, trends, product profits, competition, channels, environment SWOT and issues analysis Key strategic/growth questions Objectives Clearly stated goals Marketing strategy Target market, positioning, 4Ps/7Ps Action programs Step-by-step list of tasks (Around the 4Ps/7Ps) Financials Impact on profit/sales Controls Key goals (and a quick Plan B) MKTG1001: Semester 1 SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS INTERNAL TO THE FIRM EXTERNAL TO THE FIRM MKTG1001: Semester 1 A Mini Case Study E x a m p le o f E n v ir o n m e n t a l I m p a c t s MKTG1001: Semester 1 Rise and Fall of a Major Department Store Anthony Horderns You may know the Hordern Pavilion Established 1824 Main building in 1904 Slogan = While I live I grow Demolished in early 1980s Closed 1970 Largest dept/store in the British Empire MKTG1001: Semester 1 Environment Changes End WW2 Economic prosperity Increased incomes Improved technology First family cars Increased mobility First shopping centres Lifestyle MKTG1001: Semester 1 Their Decision... What Would You Do??? MKTG1001: Semester 1 What main need did they meet in the marketplace? What did they think? Good service? Exciting shopping? B r o a d c h o ic e o f m e r c h a n d is e ? Good value for money? C o n v e n ie n c e ? MKTG1001: Semester 1 MKTG1001: Semester 1 The Marketing Environments More than one level MKTG1001: Semester 1 DIRECT/MAJOR BROADER, LESS SPECIFIC MKTG1001: Semester 1 Types of Environment The Internal Environment Inside the firm Relates only to the firm The Micro Environment Inside the industry Affects Most/All Players in the Industry The Macro Environment Outside the industry Has Varying Effects on a Broad Range of Industries MKTG1001: Semester 1 The Internal Environmental Inside the firm MKTG1001: Semester 1 Some of the Issues to Consider Strategy Success Capabilities Employee Mix Mgt Values Resources Corporate Culture MKTG1001: Semester 1 Example......
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mktg1001 wk3 - MKTG1001: Semester 1 Marketing Principles...

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