8/13/2019 Marketing Marketing Framework

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AIMEE HUFF MARKETING MANAGEMENT BROAD STRATEGY FOR MARKETING CASE/REPORTS

Establish CONTEXT

ANALYSIS:Whats going on?

EVALUATION of theCompany/Product:What decisions has

the company made inthe past, and how is it

working out?

DECISIONS &PLANNING:

What should the

company do now?

Role, year Desired goals/outcomes Issues facing decision maker; strategic

and tactical decisions Critical problem Alternatives under consideration

Industry; including key data points (eg,growth rate, size, margins, etc.)

PEST Competitors; direct and indirect, key

competitors, trends, etc. Customers

Segmentation: how and why Target market; characteristics,

buying behaviour, decision process Other trends, etc.

Channels; trends, behaviour, motivation, etc. Company: high level: history, performance

Positioning Value proposition, target market,

competitive differentiation, andbrand

Identification of merits and

shortcomings Tactics Key tension points or problems Alternatives

Clear identification of your decision(s) Justify in light of issues, problem, goals Positioning & tactical recommendations Evaluation plan/metrics Quantitative assessment/forecasting Contingency plan, time line, action plan

Provide qualitative and quantitativeanalysis whenever possible

Provide implications for each section;what does this mean in light of theissues/problem?

Use concepts, theories, tools whenappropriate (eg, Ansoffs matrix,perceptual maps, etc)

APPLICATION OFFRAMEWORK

KEY ELEMENTS TODISCUSS

Provide qualitative and quantitativeevaluation whenever possible

Provide implications for each section;what does this mean in light of theissues/problem?

Use concepts, theories, tools whenappropriate

Focus on the elements most closelyconnected to the issues/problem

Be explicit; avoid management speak Decision(s) should be logical, and be

consistent with the preceding analysisand evaluation

Provide strong arguments that this isa reasonable solution to the issue/problem

GOALS

Identify the decision-makers goals Identify the issues and the root of the

problem

SUGGESTIONSFOR CASE/EXAM

Leave enough time to do thissection well

Creative recommendationsare desirable, but they needto be realistic, address the

problem(s), and achieve thegoal(s)

Discuss each element clearlyand explicitly

Give your opinion; how arethey doing, given theproblem in the case?

Focus your time on theimportant areas

If there are two or moredistinct phases in companystrategy, discuss themseparately

Move beyond re-statingcase facts; draw out the keyimplications from eachsection

Stay in the year of the case Use consistent terms (We

or they)