Analyzing Marketing Problems and Cases HIGHLIGHT 1 A Case for Case Analysis Cases assist in bridging the gap between classroom learning and the so-called real world of marketing management. They provide us with an opportunity to develop, sharpen, and test our analytical skills at: -Assessing situations. -Sorting out arid organizing key information. -Asking the right questions. -Defining opportunities and problems. -Identifying and evaluating alternative courses of action. -Interpreting data. -Evaluating
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BMA351 MARKETING MANAGEMENT STUDY GUIDE – WEEK 2 STRATEGIC MARKETING PLANNING INTRODUCTION This week you will be introduced to the concepts of strategic planning and the strategic planning process. Important in this discussion is an understanding of the hierarchies that exist within firms and within the planning process. Last week’s consideration of the differences between strategic and tactical is useful too. You will also be introduced to idea of marketing control, which is an important
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The Role of Situation Analysis in Marketing Plan Facing to more complex business environment, systematically marketing plans are important to organizations in terms of maintaining a high level of operating efficiency and achieving goals fully. According to Sally and John (1996:3), marketing plans are “the written document or blueprint for implementing and controlling an organization’s marketing activities related to a particular marketing strategy” (Sally, D., Lyndon S., & John, B., 1996: 3)
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"Marketing ideas have made singularly little penetration into the centres of influence of the construction industry. To some extent this follows from the character of the industry as an agglomeration of service organisations, not without structural relationship to one another, but serving a clientele from which individuals seek service very infrequently." (Jepson & Nicholson, 1972: p.1) Although times have and are changing the above statement despite being written over twenty five years ago is still
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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
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Framework for Marketing Decision Making “What do we do well?” “What do buyers need?” “What are competitors doing?” “Where should we compete?” “How should we compete?” I. Situation Analysis A. Internal 1. The Organization’s Goals and Objectives 2. The Organization’s Strengths and Weaknesses B. External 1. Customer Analysis 2. Competitor Analysis 3. PEST Analysis C. Identify Key Problems & Opportunities 1. Perform SWOT Analysis 2. Set Priorities
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get more out of life.” (Unilever, 2011)This statement thus identifies with the Flora brand. The flora brand is the biggest seller in the butter and margarine category and also the leader in the health category. In this essay, a critical analysis of Flora’s marketing strategy, how effective it is in terms of segmentation, competition, positioning and targeting will be made, including the strengths and weaknesses of this campaign. The Flora brand has managed to position itself in the mind of consumers
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Chapter 1 Marketing Research: It’s Everywhere! e 1. Marketing research a. generates information in the firm's environment. b. transmits information from the environment to the firm. c. interprets feedback information. d. makes decisions based upon information from the environment. e. does a, b, and c. b 2. Marketing research a. is simply asking consumers for their likes, dislikes, needs, and wants in a
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MARKETING PROCESSES 1 DEVELOPING MARKETING STRATEGIES AND PLANS • Corporate and division strategic planning All corporate headquarters undertake four planning activities: a. Defining the corporate mission. b. Establishing strategic business units (SBUs). c. Assign resources to each SBU. d. Assessing growth opportunities. 1. Defining the Corporate Mission Key questions to ask: What is our business? Who is the customer? What is of value to the customer? What
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course of action to take" or "If the marketing manager hadn't already fouled things up so, badly, the firm wouldn't have a problem." Such reasoning ignores the fact that the events in the case have already happened and cannot be changed. Even though analysis or criticism of past events is necessary in diagnosing the problem, in the end, the present situation must be addressed and decisions must be made based on the given situations. 6. Narrow vision analysis. Although cases are often labeled
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