mp2 week two - Marketing Principles This week Chapters 2...

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MKTG1001: Semester 1 Marketing Principles This week… M ark etin g S trategy (extra to text) g P lan s T he M g E n vironm en t (Note: W ill continue environm ent next week as well) Chapters 2 & 3
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MKTG1001: Semester 1 The Marketing Process Understand the customer and the marketplace Construct an integrated marketing program Build profitable relationships and satisfaction Outcome = Value for customers creates profits Design a customer- driven marketing strategy
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MKTG1001: Semester 1 A Marketing Case Study
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MKTG1001: Semester 1 Australia’s largest retailer Big W Dick Smith Tandy Caltex alliance BWS Dan Murphy In 2008, profit was $1.6b Founded in 1924 Opened its first supermarket in 1960
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MKTG1001: Semester 1 Quick Question: Profit Estimate? Started in 1924 1 st supermarket in 1960 $1.6b profit in 2008 What was the profit in 1987?
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MKTG1001: Semester 1 Changing lifestyles Time-poor families Greater health emphasis New competition from convenience stores (7/11) Existing competition from specialist food stores
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A major change to operations Redesigned their stores Closed 135 smaller stores New purchases/products New storage/transport requirements Longer opening hours More express checkouts Greater focus on staff Major promotional support Marketing Mix Process Product People Place/logistics Promotion In 1987, they embarked on their ‘fresh food people’ “repositioning”
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MKTG1001: Semester 1 The Marketing Process Understand the customer and the marketplace Construct an integrated marketing program Build profitable relationships and satisfaction Outcome = Value for customers creates profits Design a customer- driven marketing strategy
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MKTG1001: Semester 1 Introduction to Strategy
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MKTG1001: Semester 1 Strategic Planning versus Marketing Strategy Marketing Strategy is a critical subset of Strategic Planning Strategic Planning considers all aspects of the firm’s operations
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MKTG1001: Semester 1 Aspects of Strategic Planning Finance/ capital Plans IT Strategy Technology, manufacturing HR Strategy Marketing Strategy Strategic Alliances The Firm
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MKTG1001: Semester 1 The Strategic Hierarchy Corporate Strategy Strategic Business Unit (SBU) Strategy Functional Strategy Mission Goals Business Portfolios Resource Allocation Business Definition Goals Products/markets Competitive Strategy
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MKTG1001: Semester 1 SBU’s Example: Previous Coles-Myer CM Corporation Coles Supermarkets Bi-Lo Supermarkets Officeworks Liquorland K-Mart Target Petrol Station alliances Red Rooster World 4 Kids Myers
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MKTG1001: Semester 1 The Mission Statement A clear purpose and direction Should define the business Should be market focused not product-based Famous ‘railroads’ example Should be ambitious
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This note was uploaded on 11/06/2011 for the course MARKETING 1001 taught by Professor Unknown during the Three '09 term at University of Sydney.

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mp2 week two - Marketing Principles This week Chapters 2...

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