8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

1/32

DEVELOPING AMARKETING

PLAN

DEVELOPING AMARKETING

PLANHRT 322 Chapter 3

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

2/32

Short TermMarketing Plan

1 2 years

StrategicMarketing Plan

3 or more years

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

3/32

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

4/32

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

5/32

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

6/32

MissionStatementWhat business are we in?

(Purpose, here andnow)

VisionStatement

Whatdo we wantto be?

(Goals, longtermdream)

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

7/32

Sets the tone for the company

Tool for companys accountability toemployees, customers and investors

Intent, purpose of activities

Should be challenging but achievable

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

8/32

Future aspirations

Companys values

Reaching high, but still realistic

Outward focused why customers should

do business with company

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

9/32

Who Specific

What / Goal Measurable How Achievable

The Promise Relevant

Focus Time-bound When

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

10/32

FAMOUS MISSION

STATEMENTS

FAMOUS MISSION

STATEMENTS

"CRUSH REEBOK

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

11/32

FAMOUS MISSION

STATEMENTS

FAMOUS MISSION

STATEMENTS

"BeatCoke"

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

12/32

FAMOUS MISSION

STATEMENTS

FAMOUS MISSION

STATEMENTS

"Togive ordinary folk

the chance to buythe

same things asrich

people.

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

13/32

FAMOUS MISSION

STATEMENTS

FAMOUS MISSION

STATEMENTS

We will crush, squash,andslaughterYamaha"

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

14/32

FAMOUS MISSION

STATEMENTS

FAMOUS MISSION

STATEMENTS

"Tomake people happy."

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

15/32

Portfolio Analysis

Segmentation Analysis

Competitor Analysis

SWOT Forecasting

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

16/32

Products and their

various life cycles

Concorde, A380

Sony Walkman, iPod

Rubiks Cube

Space Tourism

2 X 2 Matrix

Cash Cow

Dog

Star

Question

Mark

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

17/32

Direct

Category

General

Budget

Product Substitution

Product Range

Functionality

Exchangeability

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

18/32

Harvard Business School Professor

Leading authority on competitive strategy

Creator of the Institute forStrategy and

Competitiveness at Harvard

He is the author of 17 books and over

135 articles

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

19/32

Low costleadership

Focus

Differentiation

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

20/32

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

21/32

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

22/32

On one segment of the market or onesegmentation criteria (i.e. Niche Strategy)

Produces specialized (differentiated)products or services

Justifies higher prices Captures higher profit margins

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

23/32

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

24/32

Age

Gender

Income

Education

Education

FamilyLife Cycle

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

25/32

socialclass

lifestyle personality

attitudes

motivation activities

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

26/32

countries

provinces

regions

cities

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

27/32

Luxury

Education

Budget

Entertainment

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

28/32

Usage Rate

UserStatus

Loyalty Status

Buyer-readiness

Occasions

How often?

Repeat Customers

vs. First Time (GAP)

Repeat Customer

New Idea (i.e. Eco)

Sports, Concert,

Theatre

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

29/32

SWOT ANALYSIS

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

30/32

FORECASTING

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

31/32

INTENTIONS, TOOLS AND

RISKS Intention:

To Predict Future Sales Volumes, Growth, and Trends

Tools:

Market Research

Internal Data

External Data

Historic Trends

ComputerSimulations

Risks:

Misinterpretation

Unpredictability

Global Forces

Inefficient data

8/8/2019 Chapter 3 - Marketing Plan Steps 1 - 2 (1)

32/32