...Market Place: Developing Marketing Strategies & a Marketing Plan I studied several topics during the period of this course but Developing Marketing Strategies & a Marketing Plan was one of my favorite topics. The title of the topic caught my attention right away. I really enjoyed all the other topics but this topic was by far the most enjoyable and helpful. I also chose this topic because it taught me a lot. I learned about developing marketing strategies, the marketing plan, and the growth strategies. This information will one day be of much use in my future career as a business manager. During this course I had the opportunity to learn about marketing, I enjoyed every topic but Developing Marketing Strategies & Marketing Plan was not hard to choose as my favorite topic because it was indeed the most interesting topic. This topic caught my attention and I was not disappointed after I read the section. As I read this section on my book it was very pleasant to be able to understand and define marketing strategy as well as other new contents about marketing itself. I was able to learn different marketing strategies that focus on aspects of the marketing mix to create and deliver value and to develop sustainable competitive advantages. I learned about customer excellence, operational excellence, product excellence, location excellence, and the multiple sources of advantage. I also learned the marketing plan that describe its elements and that the marketing plan entails...
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...Term Paper Title : Strategic Planning and the Marketing Process (Chapter: 2) Prepared For : Syed Abul Kalam Azad Professor Department of Marketing Faculty of Business Studies University of Dhaka Members Profile : (i) Md. Ershadul Islam Id no: 41323024 E-mail: ershad1811@yahoo.com Phone: 01717-461080 Position: Manager (ii) Md. Masum Sarder Id no: 41323033 E-mail: masum.sarder@gmail.com Phone: 01913-135057 Position: Executive (iii) Abu Nasar Zahid-Al-Mahmud Id no: 41323008 E-mail: saadi013@yahoo.com Phone: 01912-027058 ...
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...Marketing Management By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha logo copy.tif SUMMARY by Chapter 2 • • • How does marketing affect customer value? How is strategic planning carried out at different levels of the organization? What does a marketing plan include? Developing Marketing Strategies And Plans In this chapter, mainly the following points have been discussed Developing the right marketing strategy over time, through discipline and a creative Supply Chain Many companies today outsource less critical resources if they can obtain better quality or lower cost. Also, many companies partner with specific suppliers and distributors to create a superior value delivery network, also known as Supply Chain. thought process can go a long way in the marketing management process. Firms must constantly strive to improve every aspect of their strategy and the plans to guide the marketing process. The Value Delivery Process In the new view of business processes, marketing is viewed at the beginning of the planning stage. A smart competitor must design and deliver products for well-defined micro-markets and cater to their specific wants, perceptions and preferences. The Value Creation and Delivery Sequence can be divided into two segments of marketing: Strategic Marketing and Tactical Marketing. Core Competencies Core Competency refers to areas of special technical and production expertise, whereas distinctive capability describes excellence...
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...Marketing strategy From Wikipedia, the free encyclopedia Jump to: navigation, search Crystal Clear app kedit.svg This article may need to be rewritten entirely to comply with Wikipedia's quality standards. You can help. The discussion page may contain suggestions. (May 2009) Marketing Key concepts Product marketing· Pricing· Distribution· Service· Retail· Brand management· Account-based marketing· Ethics· Effectiveness· Research· Segmentation· Strategy· Activation· Management· Dominance· Marketing operations· Social marketing· Identity Promotional contents Advertising· Branding· Underwriting spot· Direct marketing· Personal sales· Product placement· Publicity· Sales promotion· Sex in advertising· Loyalty marketing· Mobile marketing· Premiums· Prizes· Corporate anniversary· On Hold Messaging Promotional media Printing· Publication· Broadcasting· Out-of-home advertising· Internet· Point of sale· Merchandise· Digital marketing· In-game advertising· Product demonstration· Word-of-mouth· Brand ambassador· Drip marketing· Visual merchandising v· t· e Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage...
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...Communications Plan Danisha Howard, LaMeka Calhoun, Amy Saal, Jameka Styles, Dareth Stover MKT/571 April 29, 2013 Dr. Armando Salas-Amaro Team C is looking to implement a communications plan for our product launch. We plan to include both your domestic and international markets information to back our decision for the plan. In this paper we will discuss the following: factors involved in developing and managing an effective marketing communications plan, advertising and promotion programs for the new products, technology trends, and finally compare and contrast the marketing communication strategies for both your domestic and international markets. Developing and Managing an Effective Marketing Communications Plan Kudler Fine Foods is attempting to enter the international customer market in China and United Kingdom and an effective integrated marketing communication plan is essential for the success of the company. Because of globalization and increased competition in the international market, it is vital that Kudler Fine Foods concentrate their efforts on the targeted consumers’ satisfaction with their product. The integrated marketing communication plan will have to inform, communicate, entice, grow, and retain their customer base in the United States, China, and the United Kingdom. Marketing communications allow companies the ability to inform, persuade, and remind consumers about the products and brands that they sell. The voice of the brand can establish...
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...Task: Marketing Plan Analysis – Research Project Title: Etihad Airways - Marketing Plan Date: 20th November 2014 Company Background Etihad Airways is the national carrier of the United Arab Emirates, as well as carrier of the Abu Dhabi region. Royal (Amiri) Decree of Abu Dhabi first established Etihad Airways in July 2003 (Rodrigues, 2010, Etihad Airways – Marketing Plan). The Airline since commenced its commercial operations in November 2003, taking the lead in the fasting growing Airlines in the history of commercial aviation (2014, Etihad Airways). Synopsis This business report will critically analyse the extent to which, the five elements of the marketing process is addressed in the Etihad Airways Marketing Plan. The report will be divided into six main categories under the Marketing Process, they include; Situational Analysis, Market Research, Establishing Marketing objectives, Identifying Target Markets and Developing Marketing Strategies. In continuation, this report will address areas of strength and weakness in the business as well as three realistic recommendations to improve the Airlines marketing plan. Page 2 Table of Contents 1. Situational analysis…………………………………………………………….4 2. Market Research………………………………………………………………..5 3. Establishing Marketing Objectives………………………………………….6 4. Identifying Target Markets…………………………………………………….7 5. Developing Marketing Strategies…………………………………………….7 6. Implementation, Monitoring and controlling...
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...Introduction: As a marketing consultant, I have been asked by the Marketing Director of Unilever Company to advice on how and why they should strategically plan their future marketing plans. Unilever is world’s top Fast Moving Consumer Goods Company with a heritage of over 122 years.Unilever Limited is a leading consumer goods manufacturer it s product used in 190 countries. The company is committed to provide a range of diversity in the products as its consumer base. It targeting the emerging market with a low price LUX bath soap at the same time it target the high class customers with the Pears soap, which have comparative high price. Unilever deals in more than 400 brands, and 12 of which are responsible for approx £1 billion sales figure each product. According to a company survey and analyzing the turnover it estimated that more than 1 billion people use the Unilever product on daily basis to provide natural solution healthy and holistic lifestyle (www.unilever.com accessed on 12 august 2012). Most of the products are herbal based and very friendly to the health without any adverse effects. The company is manufacturing a variety of products and marketing in order to keep the loyalty of customers worldwide. Through research and development facilities the products are developed as per the emerging demands of the customers. In current, Unilever spend £1 billion on regular year program spend in research and development of the products. Innovation is the main key...
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...Developing a construction marketing plan and strategy is critical to the success of your organization. The term "marketing" is often misunderstood and used incorrectly. Marketing is much more than selling or advertising. Marketing is the strategic plan that you develop for your organization that looks at your construction company's strengths and weaknesses; the areas in which you have a competitive advantage; the market(s) that you will target your sales focus on; the demographics of your chosen market; and the pricing structure that you plan to use. While advertising is often confused with marketing (as is strictly selling), it is just one piece of a solid marketing plan. To use a farming analogy, if I may, marketing is akin to analyzing crop prices, field conditions and determining what crop to plant-advertising and public outreach nurtures the seedlings, and selling harvests the results. Each component is a part of the larger strategy and depends on the other for success. As with most issues involving a construction business, planning and preparation are paramount, as well as measuring the results. We can't take a break from fundamental business practices. It's important to understand the general steps necessary to create and implement a construction marketing plan for your business. The size of the marketing budgets will vary, as will the intended target market. Ultimately the development of a marketing strategy comes down to similar steps that can be used for...
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...other organizations We have first listed the thesis projects that are available to do for companies and organizations. If you are interested in these projects, please mark the topic to the Indication of Interest Area form the same way than any other topic. It should be noted that the students selected to do the thesis from these topics must be motivated and committed for the work. Please do not contact these organizations yourself before the selection process has been completed for all students. More information on topics can be asked from Mari Syväoja or Tomi Heimonen. Organization: Thesis Biofenno projects for (www.biofenno.fi) companies and organizations Selected Thesis Topics for companies and organizations Internationalization plan Plan how to take and promote product Tuovi Tuotevirtakirjanpito to EU markets. Tuovi Tuotevirtakirjanpito is a stock and feed recording program for organic farmers. It produces necessary stock and feed reports for annual inspection. Also stock balance reporting benefits farm managements. Because Tuovi Tuotevirtakirjanpito complies with all the regulations EU has set for organic farmers, it has possible markets in EU. Aalto School of Competitive environment of Small Business Center Business, The Aalto Small Business Center wants to produce an analysis of their competitive environment in Small Business Center terms of areas of expertise, product segments etc. in order to differentiate themselves from their (www. competitors and to clarify their...
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...The marketing mix concept is the first thing I learned in Foundations of Marketing and helped me to understand the rest of the concepts in the book. Throughout the class I learned about product, promotion, price and place (the four Ps) strategies that marketers must combine successfully to gain consumers attention, market share and/or to accomplish the desire marketing goal (to satisfy the consumers’ needs). All successes start with a plan and there is no exception when it comes to marketing; therefore, an organization develops a marketing plan to use as a tool during the marketing process, which involve different aspects of the four Ps. The marketing plan describes the marketing environment and market position of a business, outlines marketing objectives and strategies (such as identifying the product and the target customers, reaching customers, and retaining customers), and identifies how the company will implement and control the strategies. I understand now that creating and strategically implementing a marketing plan is crucial to the success of a business (along with a business plan first). Some start-up companies create good products and expect every consumer to buy them, but after the hype of the product is over many of these companies disappear, why? Perhaps creating and executing a well written marketing plan would help these start-ups to focus its marketing efforts on a target market, resulting in long-term consumer loyalty and business growth. Developing marketing...
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...Summary of Key Points for Chapter 2 Chapter Objectives: 1. Explain companywide strategic planning and its four steps. 2. Discuss briefly how to design business portfolios and develop growth strategies. 3. Explain marketing’s role under strategic planning and how marketing works with its partners to create and deliver customer value. 4. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it. 5. List the marketing management functions, including the elements of a marketing plan. COMPANYWIDE STRATEGIC PLANNING: DEFINING MARKETING’S ROLE The task of selecting an overall company strategy for long-run survival and growth is called strategic planning. Companies typically prepare annual plans, long-range plans, and strategic plans. Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing market opportunities. Refer to Figure 2.1 on pg. 63, which shows the 4 steps in strategic planning. 1. Defining a Market-Oriented Mission Many organizations develop formal mission statements. A mission statement is a statement of the organization’s purpose – what it wants to accomplish in the larger environment. A clear mission statement guides people in the organization. A market-oriented mission statement defines the business in terms of satisfying basic customer needs. See Table 2.1 (pg. 64) for market-oriented vs...
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...two way information sharing process which involves oneparty sending a message that is easily understood by thereceiving party. Effective communication by businessmanagers facilitates information sharing between companyemployees and can substantially contribute to itscommercial success. What Is Marketing Communication Strategy? Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business." Marketing communication strategy defines the business’s plan for product information dissemination and brand awareness development. Components: Design an effective marketing communication strategy with one or more marketing communication components. Advertising allows a business to reach a large audience through mass market or target market appeals. Personal selling enables a company to communicate product benefits directly to the customer, as in a retail setting. Direct marketing permits a business to reach customers without a third party medium; examples include catalogs and direct mail. Sales promotion provides a customer with an incentive to buy the company’s product, such as a company that makes a charitable contribution with each sale. Public relations involves a company’s...
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...gill Marketing strategies (Promise or Pay) Contents Introduction 3 Task 1: Whom to target in the market…………………………………………………………………………………………………………………………………………………….3 Task 2 :Connecting with customers through positioning strategy……………………………………………………………7 Task 3 Developing marketing plans and Strategies…………………………………………………………………………………10 Task 4: Alliance with other Companies…………………………………………………………………………………………………. 13 Conclusion:…………………………………………………………………………………………………………………………………………… 15 Reference………………………………………………………………………………………………………………………………………………16 Introduction This report is based on Promise or Pay Company that intends to conduct market research to campaign the service that is dealt by the organization. The aim of the company is to promote charity work and to make it interesting and effective through different techniques. As Promise or Pay combines achieving a goal and share with others by enabling individuals to make a public promise to do something and if they fail to follow then they will pay a nominated amount of money to the charity. Marketing strategies are quite an important factor that can help the management to progress and acquire new and effective markets in order to fulfill their goals. By implementing effective marketing strategies, the company prepares and plans for systematic designing, collecting, analyzing...
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...MARKETING PLANNING – CHAPTER 2 Developing a marketing plan is a key responsibility. The marketing plan can be divided into two general parts: the situation analysis, which analyzes the background of the market for the product, and the objectives, strategy and programs based on the background analysis that direct the product manager’s actions. MARKETING PLAN A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period. Give life to a marketing plan = business plan (CEO) Marketing plan= Chief Marketing Officer. One-year time framework (mostly). Short states and implements. At the end, check and asses. Kotler (NOT MORE than 15 pages). Straight to the topic, NOT wide. What you need and how to get there. * Written document: not something stored in a product manager’s head. It provides a vehicle for communications between functional areas of the firm. It pinpoints responsibility for achieving results by a specified date. * Business center level: the precise level at which plans are written varies from organization to organization. For example, in a company using a band management organizational structure, a marketing plan is written for each brand that is a profit center. Alternatively, some companies write plans for groups of brands or products, particularly when fixed costs are difficult to allocate by individual product. While marketing planning is common, it occurs at different...
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...DEVELOPING OF MARKETING STRATEGIES AND PLANS C H A P T E R 2 ___________________________________________________________________________ INTRODUCTION How do companies compete in a global marketplace? One part of the answer is a commitment to creating and retaining satisfied customers. We can now add a second part: Successful companies know how to adapt to a continuously changing marketplace through strategic planning and careful management of the marketing process. In most large companies, corporate headquarters is responsible for designing a corporate strategic plan to guide the whole enterprise and deciding about resource allocations as well as starting and eliminating particular businesses. Guided by the corporate strategic plan, each division establishes a division plan for each business unit within the division; in turn, each business unit develops a business unit strategic plan. Finally, the managers of each product line and brand within a business unit develop a marketing plan for achieving their objectives. However, the development of a marketing plan is not the end of the marketing process. High-performance firms must hone their expertise in organizing, implementing, and controlling marketing activities as they follow marketing results closely, diagnose problems, and take corrective action when necessary. In today’s fast-paced business world, the ability to effectively manage the marketing process—beginning to end—has become an extremely...
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