Module Two: Week Two
Strategic Planning: Developing and
Implementing a Marketing Plan
The External and Internal Marketing
Environment
Module Two Marketing 291 F98
INDEX OF KEY TOPICS
• Market Attractiveness/Strength
Matrix: Cintas
• A Marketing Plan
• Differential Advantage
• Marketing Plan Elements
• Target Market and market
(Apply to wireless
opportunities analysis
Christmas tree lights)
• The marketing Mix: PPPPT
• Marketing Myopia
• The Marketing Environment
• Four Types of
– Demographics
Organizational Responses
– Social Change
• Strategic Window
– Economic Conditions
• Strategic Opportunities – Political and Legal Factors
Matrix: Daimler-Chrysler
– Technology
Corporation
– Competition
• Portfolio Matrix: Microsoft
– PPPPT
Corporation
Module Two Marketing 291 F98
A Marketing Plan
• “Is the process of anticipating events and
determining strategies to achieve
organizational objectives in the future.”
• A written document
• A guideline over time
• Benchmark of progress to date
• The components of a Marketing Plan always
should include, at a minimum, the following...
Module Two Marketing 291 F98
THE MARKETING PLAN
• Mission statement • Environmental Scan/
– long-run vision Situational Analysis
– resource allocation – Strengths (internal)
plan – Weaknesses (internal)
– customer orientation – Opportunities (external)
• Marketing Objectives – Threats (external)
– what is to be
accomplished through
•Prospector Analyzer
marketing
(Second
– realistic, measurable, •Reactor
into
time specific •Defender market)
– internally consistent
Module Two Marketing 291 F98
MARKETING MYOPIA
• A business that defines AT&T =
itself in terms of its
products or services
instead of the markets,
organizations, and
benefits purchased.
Module Two Marketing 291 F98
STRATEGIC WINDOW
• Is the limited time
period in which there
is an optimal FIT
between a market
Opportunity and a
corporate Strength
S
Optimal
W match
O
T
Module Two Marketing 291 F98
STRATEGIC OPPORTUNITIES MATRIX:
DAIMLER-CHRYSLER MERGER
(SUMMER, 1998)
PRODUCT
PRESENT NEW
P
R
M E Product
S Market
A E
Penetration Development
N
R T
K
E
T N
Market Diversification
E
W Development
Module Two Marketing 291 F98
PORTFOLIO MATRIX
MICROSOFT CORPORATION
MARKET SHARE DOMINANCE
HIGH LOW
MARKET GROWTH RATE
HIGH
?
LOW
Module Two Marketing 291 F98
MARKET ATTRACTIVENESS /
STRENGTH MATRIX: CINTAS
CORPORATION
BUSINESS POSITON
[ STRENGTH MINUS WEAKNESSES ]
STRONG MEDIUM WEAK
MEDIUM HIGH
LOW
Strategic
Window
Module Two Marketing 291 F98 Concept
DIFFERENTIAL ADVANTAGE
• Important to target market(s)
• Why you purchase “S” instead of “R”
• Athletic Shoes ???
• Soft drink ???
MIAMI
UNIVERSITY
Module Two Marketing 291 F98
TARGET MARKET STRATEGY
• How do we “cluster” potential customers for
our products or services around meaningful
buying attributes?
• Is usually multidimensional
– SAUDI KINGDOM SHOPPNG CENTRE?
– TREK BICYCLES?
Module Two Marketing 291 F98
THE MARKETING MIX
Module Two Marketing 291 F98
THE MARKETING ENVIRONMENT
• DEMOGRAPHICS THE NEW
• SOCIAL CHANGES ENGLAND
• ECONOMIC CONDITIONS CULINARY
• POLITICAL AND LEGAL INSTITUTE
FACTORS
• TECHNOLOGY AND SCIENCE
• COMPETITION
LIFE
• PHYSICAL
FITNESS
• THE WORLD MARKETPLACE COMPANY
Module Two Marketing 291 F98
Module Two Marketing 291 F98