Competitive Analysis and Market Research by happo5

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									   Agile Marketing Planning                                                           Introduction



                     Agile Marketing Planning

                                        Introduction
Why plan? Today’s markets spin around so fast, changing so quickly, one must wonder why any sane
person would attempt to plan the future of a product, let alone a company. Yet plan we must. For,
as Alan Lakein stated, “Failing to plan is planning to fail.” Without planning, most products would
wither and die. Without planning, products would not have a chance of success in today’s dynamic
environment rife with changing markets, demanding customers, and ambitious competitors. Without
planning, products would be knocked over by the winds of change.

And yet, many marketing departments blithely go about their planning cycles as if they had all the
time in the world. It is seen as a one-time event, the “planning cycle” in the early part of the year
when marketers must stop their “real work” and begrudgingly write the marketing plan for the
coming year, if only because it is demanded of them by their senior management. Often, this
marketing plan is developed from scratch, taking weeks to develop. Once the plan is finally finished
and approved, the marketer breathes a sigh of relief, and the plan is rarely (if ever) seen again.

Marketing departments need a new way to develop their marketing plans. In today’s environment of
“doing more with less”, the inefficient process of writing a marketing plan from scratch is
inexcusable. In addition, the static nature of the traditional marketing plan renders it non-responsive
to the changing conditions of the marketplace. What is needed is a new type of planning process
that embraces change, that acknowledges the time-strapped world of the marketer, but still results in
a high-quality plan. What is needed is Agile Marketing Planning.

Agile Marketing Planning is a new way to developing marketing plans. Much like agile project
management, agile marketing planning encourages collaboration between cross-functional team-
members to ensure greater buy-in across the organization. But Agile Marketing Planning goes
beyond that. It introduces the concept of modular, re-usable sections that marketers would likely
have to create anyway as part of their general marketing duties. For example, a marketer should
prepare a STP (segmentation, targeting, and positioning) plan for a new product or market—why
not leverage that STP into the plan? That is exactly what Agile Marketing Planning does.

By leveraging marketing modules already existing in many marketing organizations, Agile Marketing
Planning ensures that the resulting plan will incorporate the most current product information, the
most current market information, and the benefits of collaboration among organizational team
members. The result is a superior planning process, and a superior plan.




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   Agile Marketing Planning                                                   Introduction



                   Agile Marketing Planning

Table of Contents
Chapter 1. The Marketing Plan

       Introduction                Definition of a Strategic Marketing Plan
       Advantage & Issues          Key Benefits and Problems during Planning
       Process                     Steps to Complete a Plan
       Outline: Top-Level          Basic Structure
       Agile Marketing Planning    The Agile Marketing Planning Approach
       Outline: Detail             Detailed Marketing Plan Outline with Running Example

Chapter 2. Situation Analysis I: Market Description

       Market Definition           Description of Market, Industry, and Category
       Market Characteristics      Attributes of Market
       Industry Attractiveness     Porter Five Forces Model
       PEST Analysis               Environmental Impact on Market
       Business Markets            SIC/ NAICS Codes
       Example Summary Tables      Presenting Market Description Results

Chapter 3. Situation Analysis II: Company & Competitor Analysis

       Company Analysis            Identity, Focus, and Culture
                                   Go to Market Approach
                                   SWOT Analysis

       Competitor Analysis         Competitive Research
                                   Competitor Identification
                                   Market Share Estimation
                                   SWOT Analysis
                                   Predicting Future Strategies
                                   Competitive Analysis Results

       Market Research             Market Research Process
                                   Research Plan Development
                                   Analyzing the Data
                                   Presenting the Findings
                                   Making the Decision




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   Agile Marketing Planning                                                    Introduction


Chapter 4. Customer Analysis I: Consumer and Business Markets

      Customer Characteristics    Attributes to Describe Customers

      Consumer Markets            Consumer Market Overview
                                  Consumer Behavior Influences
                                  Psychological Aspects
                                  Consumer Buying Decision Process

      Business Markets            Business Market Overview
                                  Organizational Buying Scenarios
                                  Organizational Roles in the Buying Process
                                  Procurement Process

Chapter 5. Customer Analysis II: Segmentation, Targeting, Positioning (STP)

      Market Segmentation         Levels of Segmentation
                                  Consumer Market Segmentation
                                  Business Market Segmentation

      Targeting                   Selecting Markets to Pursue

      Positioning                 Positioning Approaches
                                  Points of Difference and Points of Parity
                                  Product Life Cycle Approach

Chapter 6. Market Potential, and Forecasting

      Objectives                  Corporate Objectives
                                  Marketing Objectives
                                  SMART

      Market Potential            Terminology
                                  Applications
                                  Estimating Market Demand: Consumer Markets
                                  Estimating Market Demand: Business Markets

      Sales Forecasting           Judgment-Based Methods
                                  Customer-Based Methods
                                  Time-Series Methods
                                  Causal Methods
                                  Triangulation




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   Agile Marketing Planning                                                Introduction


Chapter 7. Marketing Strategy I: Product and Price Strategy

       General Strategy            Generic Strategies
                                   Growth Strategies

       Product Strategy            Product Differentiation
                                   Product Mix Strategy
                                   Packaging
                                   Product Brands

       Service Strategy            Service Characteristics
                                   Service Differentiation
                                   Service Brands

       Price Strategy              Consumer Psychology and Pricing
                                   Pricing Process
                                   Price Discrimination

Chapter 8. Marketing Strategy II: Place and Promotion Strategy

       Channels                    Push vs. Pull
                                   Channel Characteristics
                                   Channel Conflict
                                   Retail Positioning Map

       Promotion                   Marketing Communications Mix
                                   Five M Model for Advertising
                                   Traditional and Non-traditional Media
                                   Public Relations

       Sales Promotions            Consumer Promotions
                                   Trade Promotions

Chapter 9. Finance and Control

       Financial Tools             Break-Even Analysis
                                   Pro Forma Profit/ Loss Statement
                                   Pro Forma Balance Sheet

       Control Tools               Marketing Budget
                                   Financial Ratios
                                   Control Charts
                                   Marketing Dashboards
                                   Contingency Plans




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