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copyright@2012 Diana Rovati – Università Cattaneo LIUC1
Marketing plan and Marketing Research
Diana Rovati
Corso: N90205 Innovazione e MarketingTitolare del Corso: Raffaella ManziniAnno Accademico: 2012-2013
Le slides sono a supporto della lezione in aula. Per lo studio RIF. KOTLER –Chapter 2,3,4
copyright@2012 Diana Rovati – Università Cattaneo LIUC 22
Marketing plan
Target Market
Strategic
Value proposition
Marketing plan
Tactical 4P
copyright@2012 Diana Rovati – Università Cattaneo LIUC 3
Planning activities (Headquarter)
• Defining the corporate mission
• Establishing Strategic Business Units
• Assigning resources to each business unit
• Assessing growth opportunities
3
copyright@2012 Diana Rovati – Università Cattaneo LIUC 4
Good Mission Statements
• Limited number of goals
• Company’s major policies and value
• Major competitive sphere within which the
company will operate
• Long term view
• Short, memorable and meaningful
4
copyright@2012 Diana Rovati – Università Cattaneo LIUC 5
Business definition
Target Market
Market ?
Business
Customer satisfaction?
Strategic market
5
copyright@2012 Diana Rovati – Università Cattaneo LIUC 6
To define a business activity
• Customers groups
• Customers needs
• Technology
6
copyright@2012 Diana Rovati – Università Cattaneo LIUC 7
Business activity = Business Unit
• It has a single business (independent planning)
• It has its own set of competitors
• It has a manager responsible for strategic
planning.
…… Assigning resources to each BU
7
copyright@2012 Diana Rovati – Università Cattaneo LIUC 8
Assessing Growth Opportunities
• Intensive growth
• Integrative growth
• Diversification growth
8
copyright@2012 Diana Rovati – Università Cattaneo LIUC 9
Nespresso -> Intensive Growth
• Highest quality coffee ->product
• Excellent machines -> service
• Internet , boutiques, call center ->place
…… Promotion?
…… Price?
9
copyright@2012 Diana Rovati – Università Cattaneo LIUC 10
Business Unit Strategic Planning
Mission
• SWOT Analysis
MOA Marketing Opportunity analysis
• Goal Formulation Overall cost leadership
• Strategic Formulation Differentiation
Focus
10
copyright@2012 Diana Rovati – Università Cattaneo LIUC 11
Business Unit Strategic Planning
• Program formulation and implementation
• Feedback and control
11
copyright@2012 Diana Rovati – Università Cattaneo LIUC 12
Collecting information and forecasting demand
• MIS Marketing Information System
• Internal records
• Marketing Intelligence
• Marketing research system
12
copyright@2012 Diana Rovati – Università Cattaneo LIUC 13
The Marketing Research Process
13
Define the problem and
research objectives
Develop the research plan
Collect the information
Analyze the information
Present the findings
Make the decision
copyright@2012 Diana Rovati – Università Cattaneo LIUC 14
Define the problem and research objectives
Italo. Venezia, Mestre, Padova saranno collegate con Bologna, Firenze, Roma.
•L’altissimo comfort di viaggio offerto dai suoi tre ambienti spaziosi, luminosi e silenziosi (Club, Prima e Smart),
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•Il WIFI gratuito in tutti gli ambienti,
• il portale di bordo con giornali, film, itinerari culturali, artistici o enogastronomici a disposizione di tutti i Viaggiatori,
•La Carrozza Cinema……
14
copyright@2012 Diana Rovati – Università Cattaneo LIUC 15
Develop the research plan
• Data sources
• Research approaches
• Research instruments
• Sampling Plan
• Contact Methods
15
copyright@2012 Diana Rovati – Università Cattaneo LIUC 16
…. Other activities
• Collect the information
• Analyze the Information
• Present the findings
• Make the decision
16
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