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A statement of an organization’s purpose and operating philosophy that is oriented aroundoCustomeroMarketingoCompetition
oLong-term resultsCorporate Objectives•Statement of a company’s overall goals; used to evaluation the (in)effectiveness of a company’s strategic plan•Quantitative and qualitativeCorporate Strategy Factors•Marketing strengths•Degree of competition•Financial resources•Research and development capabilities•Management commitment levelMarketing Planning•Analyze market opportunities•Developing marketing strategies•Planning & implementing marketing programs•Managing marketing programsMarketing Planning and Control Process•Corporate objectives an strategies•Marketing plan•Implementation•Evaluation and control•Corrective action•Revise objectives•Modify strategies•implementationIllustration of Marketing Plan Model•corporate plan•marketing planomarketing backgroundomarketing plan•marketing communications planMarket Background•External Influences•Market AnalysisoMarket size and growthoRegional marketsoMarket segment analysisoSeasonal analysis•Competitor AnalysisoMarket share trends
oMarketing strategy assessment•Target Market AnalysisoConsumer dataoConsumer behaviour•Product (Brand) AnalysisoSales volume trendsoMarket share trendsoDistribution oMarketing communicationsoNew product activity •SWOT Analysis SWOT Analysis•Strengths & WeaknessesoInternalocontrollable•Opportunities & Threats oExternal ouncontrollableExternal Influences•economic trends•social and demographic trends•technology trends•regulatory trendsMarketing Plan•positioning strategyopositioning: selling concept that motivates purchase, or the image that marketers desire a brand to have in the mind of consumersoposition strategy statement: has a direct impact on the nature of the message delivered to the consumer•target market profileodemographic profileopsychographic profileogeographic profileobehaviour response •marketing objectivesostatements that identify what a product will accomplish in a one-year periodousually expressed in terms of sales, market share, and profitoquantitative and qualitative •marketing strategiesoplans of action that show how the various elements of the marketing mix will be used to satisfy target market needs•marketing execution (tactics)
oprogram details drawn directly from the marketing strategy to identifywhat programs will be implementedhow much they will costwhat the timing will be who will be responsible •budget and financial summaryoshows financial implications of activities o