The Marketing Plan: by yOm8H3


									The Marketing Plan
             David Forlani
   University of Colorado at Denver
             MKTG. 6010
The Marketing Plan
Presentation Overview
   Purpose
   Situation Analysis
   SWOT Analysis
   Goals
   Marketing Strategy
   Marketing Action Plans

        David Forlani, UCD, MKTG 6010   2
Purpose of The Marketing
   Interpret Ambiguous Situations
   Make Assumptions Known
   Analyze/Evaluate Data
   Set Goals & Make Projections
   Is a rigorous method that leads
    to Rational Decision Making

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Role of the Situation Analysis

   The Situation Analysis gathers
    the data that is used in
    subsequent analyses
       Data omitted at this point is often
        never considered

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Current Situation:
   Understanding of the Overall
     Who are the users
     Size and growth

     What wants are being addressed

     Volatility of demand/wants

     History & future

     Substitutes, areas for expansion

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Current Situation:
   Direct & Indirect
   Current & Potential:
     Who
     How many

     How large

     Threat level

     Anticipated actions

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Current Situation:
   Cultural/Demographic Trends
   Social/Lifestyle Trends
   Economic Considerations
   Legal/Political Concerns
   Physical Environmental Issues

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Current Situation:
Your Firm’s Past Performance
   General Trends
       SBU performance
   Market-based Accomplishments
    and Failures
       Skills gained or lost
   Future Considerations
       Anticipated issues

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The Situation Analysis Leads
to the SWOT Analysis
   The SWOT Analysis identifies
    the key issues a firm must
    consider to successfully
    compete in the industry/market
    being investigated.

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Key Issues
   Elements of the SWOT
    ANALYSIS are:
     Company Strengths
     Company Weaknesses

     Environmental Opportunities

     Environmental Threats

   These are best presented as a

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A SWOT Matrix ID’s:
   Strength—Opportunity Links
   Threat—Opportunity Conversions
   Weaknesses that must be Overcome

                    Positive            Negative

External             Opportunity              Threat
                    Unmet demand in     High tariffs for US
                    Brazil              produced goods

Internal               Strengths        Weaknesses
                    Sales leaders in    Retail coverage in
                    Peru and Chile      Brazil
        David Forlani, UCD, MKTG 6010                         11
Goals Follow From SWOT
   The SWOT highlights
    possibilities and the resources
    needed to pursue them.

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   Marketing is how the firm meets
    many of its financial goals.
   Goals should include
       Financial objectives
          Revenues
          Level of Contribution
          Return on Investment

       Marketing objectives
          Share
          Distribution/Coverage
          Expansion
                  New Products/Markets
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Marketing Strategy
   Is how the plan’s goals are met.
   Sets the confidence level that
    the goals will be met.

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Marketing Strategy
   Product-Market Specification
       Describes the users, the needs
        being fulfilled and the wants
   Market Segmentation
       ID variables that can simplify the
        P-M by dividing it into
        homogeneous groups of
        users/potential users.

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Marketing Strategy
   Targeting
       Determines which of the market
        segments you want to develop a
        marketing mix for
   Positioning
       Identifies how you want the
        targeted market segment to think
        about your brand and offering
        relative to competitors’

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Marketing Action Plans
   Are what implement the
    marketing strategy—more
    specifically, are what implement
    its positioning objective.

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Marketing Action Plans
   Product Strategy
       Creates form utility that meets
        needs and wants.
   Pricing Strategy
       Creates value perceptions that
        impact demand.
   Channel Strategy
       Creates time & place utility.
   Promotion Strategy
       Creates awareness & preference
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