Marketing Plan useful tips

Marketing Plan useful tips - MARKETING PLANING Lecture 1...

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MARKETING PLANING Lecture 1 Marketing Plan Useful Tips
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You might want to revisit this presentation several times during the course New knowledge acquired during semester will help you to reassess this information and prepare a better marketing plan
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Lecture Outline What is Marketing Plan Why is it important
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Marketing is logical-situational analysis of - where do you want to sell - who are the competitors - who are your customers
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Purpose of Marketing Planning Identification of competitive advantage Competitive advantage is not necessary as obvious as it is seen
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Information derived from each phase, market research, and evaluation of program performance Marketing Planning Process Phase 1 Preliminary analysis and screening: Matching company/country needs Phase 2 Adapting the marketing mix to target markets Phase 3 Developing the marketing plan Phase 4 Implemen- tation and control Environmental uncontrol- lables, company character, and screening criteria Matching mix requirements Marketing plan development Implementation, evaluation, and control
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Marketing Planning Process Company Character Philosophy Objectives Resources Management style Organization Financial limitations Management and marketing skills Products Other Home Country Constraints Political Legal Economic Competitive Level of technology Culture Structures of distribution Geography Product Adaptation Brand name Features Packaging Service Warranty Style Price Credit Discounts Promotion Advertising Personal selling Media Message Sales promotion Distribution Logistics Channels Situation analysis Objectives and goals Strategy and tactics Budgets Action programs Objectives Standards Assign responsibility Measure performance Correct for error Phase 1 Phase 4 Phase 2 Phase 3
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Marketing Plan is a series of activities, leading to the setting of marketing objectives and the formulation of plan for their achieving Strategic Marketing Plan outline of the methods and resources, required to achieve an organization’s goals within the target market
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Marketing Plan is a necessity because : - increasing turbulence, complexity and competitiveness - speed of technological change
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Figure 1 Relationship-Insensitive External Environmental Forces
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Figure 2 Relationship-Sensitive External Environmental Forces
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Figure 3 Relationship-Sensitive Internal Environmental Forces
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Figure 4 A Company's Complete Marketing Environment
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Marketing Plan useful tips - MARKETING PLANING Lecture 1...

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