MARKETING MANAGEMENT - PowerPoint by xI97H2

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									MARKETING
MANAGEMENT
Marketing process
Definition
   Process by which individuals and groups obtain
    what they need and want through creating and
    exchanging products and value with others is
    termed as marketing process.
   The marketing process consists of four steps:
    1. Analyzing market opportunities;
    2. Developing marketing strategies;
    3. Planning marketing programs, which entails
    choosing the marketing mix (the four Ps of
    product, price, place, and promotion); and
    4. Organizing, implementing, and controlling the
    marketing effort.
   First    step   of   the
    marketing process is
    analyzing         market
    opportunities        and
    availing           these
    opportunities to satisfy
    the           customer’s
    requirements to have
    competitive advantage.
    Example: Sony
    SWOT
    As with most management models, the clue is in the name.

    S = Strengths W = Weaknesses O = Opportunities
    T = Threats

    An evaluation of an organization’s strengths and
    weaknesses in relation to environmental opportunities
    and threats is generally referred to as a SWOT analysis.

    SWOT Matrix Explained
    All the best management models have four quadrants, and
    the SWOT matrix is no exception. Each of the four
    quadrants is used to analyze where you are now, where you
    want to be, and then make an action plan to get there.

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The SWOT Matrix
        Strength             Weakness

      GOOD NOW               BAD NOW

Maintain, Build, Leverage   Remedy, Stop
      Opportunity             Threat

    GOOD FUTURE             BAD FUTURE

   Prioritize, Optimize       Counter
    Strategic Intent
    The purpose the organization strives for.
    An obsession with an organisation. An obsession with
    having ambitions that may even be out of out of
    proportion to their resources and capabilities.
    CONCEPT OF STRETCH, LEVERAGE & FIT
    Stretch is a misfit between resources and aspirations
    Leverage refers to concentrating, accumulating , complementing, conserving
    and recovering resources in such a manner that a meager resource can be
    stretched to meet the aspirations that an organizations dare to have.
    Fit means positioning the firm by matching its organizational resources to its
    environment.
    Under Fit the strategic intent would seem to be more realistic whereas under
    stretch & leverage it could be idealistic.


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    Business Definition
    What is our Business?
    What will it be?
    What should it be?
                                    Customer Function
                                         (What)




                   Customer Group                          Alternative
                       (Who)                            Technologies (How)




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