...2/28/2011 Creating a Marketing Marketing Plan Basic Layout Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls 1 2/28/2011 Executive Summary Brief summary of the main conclusions, objectives, strategy, l i bj ti t t implementation and required budget. Executive Summary External Analysis Internal Analysis l l SWOT Intended for management to find The plan’s major points quickly. Objectives Marketing Strategy Marketing Strategy Followed by a table of contents Marketing Plan (4P’s) Budget & Controls External Analysis • Customer Analysis – (Major) segments – Customer needs – b h i behaviour Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls • Competitor Analysis – Strategy – Market position – 4 P’s • Market Analysis – Define market – Size growth trends Size, growth, trends • Macro environment – Demographic, technological, economic, cultural, legal Opportunities & Threats 2 2/28/2011 Internal Analysis Current situation in Company X Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls Past & current strategies • Past & current strategies • Four P’s – – – – Current products Prices Advertising/promotions Distribution (developments) ...
Words: 593 - Pages: 3
...MKG310 MARKETING STRATEGY Session 3 Dr. Barbara Caemmerer, Mrs. Catherine Bruneteaux-Swann, Dr. Sana Rouis, Mr. Bernard Grieu, Mr. Reed Meister, Mrs. Elodie Jouny-Rivier, Mrs. Alice Darmon and Mr. Neil Thomas. Course Coordinator: Dr. Sana Rouis sana.rouis@essca.fr COURSE OUTLINE INTRODUCTION TO STRATEGIC MARKETING PLANNING AND MARKET ANALYSIS Session 1: Introduction to Course Session 2: Strategic Marketing Planning Session 3: Market Analysis (1) – The Internal and External Environment Session 4: Market Analysis (2) – Buyer Behaviour DEVELOPING DOMESTIC MARKETING STRATEGY Session 5: Strategy Development Session 6: Segmentation, Targeting and Positioning Session 7: Marketing Mix (1) – Product and Price Policy Session 8: Marketing Mix (2) - Distribution and Communications Policy Session 9: Student Presentations (Project Stage 1) STRATEGIC MARKETING CONSIDERATIONS AND IMPLEMENTATION Session 10: Developing and Maintaining Long-Term Customer Relationships Session 11: Marketing Implementation Session 12: Marketing Control Session 13: Student Presentations (1) (Project Stage 2) Session 14: Student Presentations (2) (Project Stage 2) and Class Revision Key Learning Objectives : Develop capacity to analyse a situation/environment and identify/integrate relevant information Design and implement a marketing plan in coherence with the organisation’s strategy and environment TODAY’S SESSION • Review of last session • Market Analysis • • • • Student presentation Conducting a situation...
Words: 2237 - Pages: 9
...| Elements of marketing Plan | | | | | Done By: Abdulla Ali Abdulla Al Sayari ID: 20131A64 Done By: Abdulla Ali Abdulla Al Sayari ID: 20131A64 Contents Introduction 2 Marketing Plan 3 The use of Marketing Plan 4 Marketing Plan Structure 5 Elements of Marketing Plan 6 Links exist between elements of a marketing plan 7 CONCLUSION 9 Introduction Marketing Plan is a document that is written about the marketing strategies and the position of the current market of business ahead with effort of marketing and the need of advertise for the next year. In this paper discussing about the Marketing plan and its elements with detail. And the use of marketing plans has been showed diplomatically. In this paper explained the common form of marketing plan The paper contains different elements of marketing plan while showing the function of each parts take place by common sources of getting the information and techniques for preparing the section. After this come assumptions of marketing plan. There are lot of misconceptions in the process of marketing plan. At last is the discussion on common misconceptions which are generally made in the process of making a marketing plan and conclusion of all these study. Marketing Plan Marketing Plan is a document that is written about the marketing strategies and the position of the current market of business ahead with effort of marketing and the need of advertise for the next year. It contains details...
Words: 1848 - Pages: 8
...Marketing Research, 7/E (Burns/Bush) Chapter 2 The Marketing Research Industry 1) Which of the following professional organizations is devoted to improving the quality of the marketing research industry and to ensuring the future of the marketing research profession? A) AMA (American Marketing Association) B) MRA (Marketing Research Association) C) QRCA (Q Research Council & Association) D) AAPOR (American Association for Public Opinion Research) E) CASRO (Council of American Survey Research Organizations) Answer: B Difficulty: Easy Objective: 1 Question type: Concept Course LO: Define the nature and role of marketing research 2) The marketing research industry has a certification program for marketing researchers, and this certification program is hosted by: A) American Marketing Association. B) Research Certification Board. C) Marketing Research Corporation. D) Marketing Research Association. E) Association of Specialized and Professional Accreditors. Answer: D Difficulty: Easy Objective: 1 Question type: Concept Course LO: Define the nature and role of marketing research 3) What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals? A) They brought a lawsuit against several practitioners who were not qualified to practice marketing research. B) They required all practitioners to take a test on qualitative research methods. C) They created the Professional Researcher Certification...
Words: 5905 - Pages: 24
...Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis is a business management tool used to evaluate an organization’s strength’s, weaknesses, opportunities, and threats. The tool is used to produce a model that can serve to provide direction in the development, formulation, and evaluation of project management plans. Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis is an important step in the planing process that is often undervalued and omitted in constructing the project management plan. This basic management tool is straightforward and easy to use. Basically, factors are divided into internal and external issues. Based on the analysis of the information provided by the model, project management can better decide if the information gathered is something that will assist in accomplishing its objectives. Conversely, Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis can also identify potential obstacles to success, as well as faults in the plan that must be addressed, controlled, or eliminated if the desired results are to be achieved. In order for the Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis to be effective, project management must do more than simply identify the strengths, weaknesses, opportunities, and threats involved. Risk management demands that it is necessary to avoid, eliminate, or at the very least, minimize identified weaknesses and threats. Weaknesses should be closely scrutinized in order to determine...
Words: 2275 - Pages: 10
...Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in abusiness venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500companies. Setting the objective should be done after the SWOT analysis has been performed. This would allow achievable goals or objectives to be set for the organization. Strengths: characteristics of the business, or project team that give it an advantage over others Weaknesses (or Limitations): are characteristics that place the team at a disadvantage relative to others Opportunities: external chances to improve performance (e.g. make greater profits) in the environment Threats: external elements in the environment that could cause trouble for the business or project Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. Users of SWOT analysis need to ask and answer questions that generate meaningful information...
Words: 3058 - Pages: 13
...MBA & MBA (IB) THIRD SEMESTER -- CHOICE BASED CREDIT SYSTEM (NEW SYLLABUS) COMPULSORY PAPERS Title: Total Quality Management Subject Code: 3001 Contact Hours: 45 hrs Work load: 3 hrs per week Credit Points: 3 Evaluation: Continuous Internal Assessment – 25 marks Semester End Examination -- 50 marks Objectives: This cour se is designed to help students to develop basic appreciation of quality concepts and learn the tools and techniques to achieve quality. It also gives the totally integrated effort for gaining competitive advantage by continuously improving every facet of an organization’s activities. Pedagogy : Lectures, Assignments, case studies, seminar, MODULE 1 Introduction to TQM: Various definitions of quality and TQM, Core concepts of quality, The masters of quality(W Edwards Deming, Joseph M Juran, Philiph B Crosby, Kaoru Ishikawa, Ginichi Taguchi, Shigeo shingo) Evolution of quality, The Total Quality Management Excellence Model, Strategic Quality Management, Lecture, Numerical Exercises on cost of quality, TPM 1. Basterfield H Dale and others, Total Quality Management, Pearson Education/PHI, Inc. 2006. 2. K.Shridhar Bhat Total Quality Management (Himalaya publishing house 2005). 3. Poornima M Charantimath, Total Quality Management, Pearson Education, 2003. MODULE 2 Continuous process improvement: Concepts of Kaizen, Kaizen vs. Innovation, Kaizen Strategy...
Words: 5392 - Pages: 22
...http://www.emerald-library.com European Journal of Marketing 33,9/10 926 Received August 1997 Revised January 1998 A broadened conception of internal marketing BNFL Corporate Communications Unit, University of Salford, Manchester, UK, and Manchester School of Management, UMIST, Manchester, UK Keywords Internal marketing, Employee communications, Marketing theory, Case studies, Literature review Abstract Internal marketing has been of interest to practitioners and academics, in marketing and other disciplines of management, for some years, and published papers focus on definitions, the role of internal marketing in organisations, and various empirical investigations. Discusses the elements of a broadened concept on internal marketing, which emerges from: a systematic review and examination of the existing literature; case study material; ``expert'' opinion from leading academics; and interviews with managers. Richard J. Varey Barbara R. Lewis European Journal of Marketing, Vol. 33 No. 9/10, 1999, pp. 926-944. # MCB University Press, 0309-0566 Introduction Explicit discussion of the marketing concept in use in the internal operations of the organisation entered the marketing and service management literature in the late 1970s. However, this concept has origins in published discussions of the organisation of marketing systems from the early years of the twentieth century. It would seem that the essence of internal marketing is not a phenomenon of the post-industrial era...
Words: 7759 - Pages: 32
...dear Sir I need a detailed Marketing Plan for a CCTV,Security and Communication Industry,kindly email me with your marketing plan, Thanking you medium-sized and large organizations The main contents of a marketing plan are:[4] 1. Executive Summary 2. Situational Analysis 3. Opportunities / Issue Analysis - SWOT Analysis 4. Objectives 5. Marketing Strategy 6. Action Program (the operational marketing plan itself for the period under review) 7. Financial Forecast 8. Controls In detail, a complete marketing plan typically includes:[4] 1. Title Page 2. Executive Summary 3. Current Situation - Macroenvironment * economy * legal * government * technology * ecological * sociocultural * supply chain 4. Current Situation - Market Analysis * market definition * market size * market segmentation * industry structure and strategic groupings * Porter 5 forces analysis * competition and market share * competitors' strengths and weaknesses * market trends 5. Current Situation - Consumer Analysis [5] * nature of the buying decision * participants * demographics * psychographics * buyer motivation and expectations * loyalty segments 6. Current Situation - Internal * company resources * financial * people * time * skills ...
Words: 1054 - Pages: 5
...sales, and develops a budget on the basis of these forecasts, conducting marketing planning? Marketing planning contains more than forecasting future sales and developing a budget on these forecasts. Forecasting future sales is one of the key factors resulting from the internal marketing audit. First of all the company should develop a core strategy based on an analysis of the marketing objectives, the market segmentation, the competitive advantage of the products, the core competences, the positioning and the portfolio. This internal marketing audit should support the forecasts of future sales. 2.Explain how each stage of the marketing planning process links with the fundamental planning questions identified on slide 4 of the session The business mission links with the question ‘where are we now’. It is important to understand where the company stands for and what the ambitions are. The business mission must be translated in relevant and real goals in order to fulfill the mission. The marketing audit and the SWOT analysis clears out where we are now and how we got there. It is a reality check on your business today. From the marketing audit and the SWOT analysis you can formulate ambitions for the future and learn lessons from the past. The marketing objectives clear out where we want to be. It completes the mission with a vision towards the future. In order to be able to realize the objectives, it is important to develop a core strategy. The core strategy links with...
Words: 889 - Pages: 4
...Case Study Report: Classic Airlines 1 A Case Study Report on Classic Airlines: Marketing Solutions Anthony Almanzar, Northeastern University Abstract The airlines industry has grown incredibly over the years. The rapid growth may limits the availability to stay competitive. Air carriers must use all possible resources to maximize growth and boots profits. Classic Airlines has the opportunity to develop a new strategic marketing plan that will make them succeed in today's competitive world. Introduction Classic Airlines Classic Airlines is experiencing several organizational issues due to the fact that their long-term marketing objectives are not being met. Customers are not satisfied with their services and they are considering services provided by other airlines that meet their expectations. Sales revenues, profits and stock prices are declining. A new marketing strategic plan is required in order to attract and retain costumers while boosting sales and profits. "Marketing looks at consumer needs and the company's ability to satisfy them." (Kotler et al., 1991, p.37). Therefore, Classic Airlines must stress on creating a new plan that will help them meet their long-term marketing objectives. Case Study Report: Classic Airlines 2 The Current Situation Classic Airlines is facing numerous challenges "because of rising costs and lack of innovation" (Tokhi., 2009, p.1). Internal disagreements between managers have arisen. "Employee morale is low as due to finger pointing...
Words: 1284 - Pages: 6
...lifestyle. They can choose what type of products and services they want rather than conforming to traditional stereotypes. A likely value they have may be the concern for their environment; car-sharing reduces the amount of pollution and creates sustainability. A car-sharing program is more reliable and convenient than having to maintain your own vehicle that you already may pay for without much use. This emerging group of drivers are changing our traditional values and creating a new way of living life. 2) Consider the following statement, “Relationship marketing is not possible in a firm embracing the production orientation.” Do you agree or disagree with this statement? Explain your answer. I disagree with this statement that relationship marketing cannot exist with production orientation. Product orientation focuses on the internal capabilities of the firm and what they can do best. Relationship marketing is a strategy that focuses on keeping and improving relationships...
Words: 1118 - Pages: 5
...Outline * Introduction * The implementation process * Evaluating marketing activities * Control of the marketing activities * Conclusion Introduction A business plan is the focal point to the successes of any business as it fully outlines business’s strategies and practices in the operation management. It is responsible for conducting of operations, striking market position, compete, attracting customers and achieving the objectives of the business. The strategy in which the business implements and executes the business plan is the determining factor in the success of the business. Implementing and executing a business plan are thus the most important core management roles. Certainly, a competent business strategy and a first-class strategy implementation are the key to good business management. This article attempts to analyze how I intend to implement, evaluate, and control (IEC) all of the marketing activities that are described throughout my marketing plan. The implementation process The process of implementation kick starts by evaluation of the internal control of a company to give the auditors the basis of a good planning and providing important information to the management of the company. In order to achieve excellent implementation of my business strategy, I intend to have the best managerial excellence. This will result to a more reliable recipe that can turn my business to a stand-out performer is the market. For a business to grow and remain...
Words: 863 - Pages: 4
...DEVELOPING A MARKETING PLAN: A Template for Analysis and Strategy This template is designed for the analysis and planning phases of global marketing strategy development. Students must conduct “real” research for completing a substantial and coherent marketing plan. First, you will develop a comprehensive customer, competitor, organizational and environmental analysis. This entails the next stage for an effective marketing mix strategy followed by implementation and control. The marketing plan should be fully justified, which means students must explain why a particular method, tactic, or strategy is chosen in comparison to many other alternatives. Cross-cultural analyses and discussions of global consumer culture are required components of the final marketing plan. DEVELOPING A MARKETING PLAN: A Template for Analysis and Strategy Executive Summary (done last – two page summary of entire project; use persuasive language...
Words: 1033 - Pages: 5
... Journal of Economics and Management Vol.1 Issue 2, May 2012, ISSN 2278‐0629 THE LINK BETWEEN INTERNAL MARKETING AND HUMAN RESOURCE MANAGEMENT SEYED MEHDI MOUSAVI DAVOUDI*; RAVNEET KAUR** *Student of Executive MBA, Faculty of Management and Economics, Semnan University, Semnan, Iran. **Faculty of management, JIMT, Radaur, India. ABSTRACT Pinnacle Research Journals 59 http://www.pinnaclejournals.com This paper attempts to demonstrate the important linkage between internal marketing (IM) and human resource management (HRM). As a result, first of all, the present paper reviews the relevant literature about IM. In the next step, the elements of IM are introduced. Then, the main objectives of IM are clarified. Further, the relevant literature of HRM and the link between IM and HRM are described. Thereafter, by proposing a model, this paper illustrates the linkage between IM and HRM which leads to firm’s superior performance. This paper states that Marketing and Human Resource management departments should be aligned and integrated with each other. In other words, it is necessary, to have a market-oriented HR managers in order to make an impact on the success of an organization. HR managers should apply the same strategies that marketing managers use to promote products and services outside the organization. Therefore, the tools that...
Words: 4781 - Pages: 20
