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Building a Marketing Plan
Chapter Chapter FourteenFourteen
MMarket-Basedarket-Based Management, 4Management, 4thth editionedition
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Building a Marketing PlanBuilding a Marketing Plan
Chapter Fourteen
Building a Marketing Plan• Benefits Provided• Process and Logic (Figure 14-2)
• Situation Analysis• Strategic Market Plan• Marketing Mix Strategy• Performance Plan• Sample Plan
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Building a Marketing PlanBuilding a Marketing Plan
• Creativity vs. Structure
• Formal vs. Informal Market Planning Process
• Internal vs. External Motivation (SWOT)
• Benefits of Building a Marketing Plan– Identifying Opportunities– Leveraging Core Capabilities– Focused Marketing Strategy– Resource Allocation
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The Process of Building a The Process of Building a Marketing PlanMarketing Plan
Step 1: Situation Analysis
Step 2: SWOT
Analysis
Step 3: Strategic Market
Plan
Step 4: Marketing
Mix Strategy
Step 5: Marketing
Budget
Step 6: Marketing Perform
Plan
Step 7: Perform
Evaluation
Adjust Marketing
Plan as Necessary
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Step 1: Situation AnalysisStep 1: Situation Analysis
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Step 2: Swot AnalysisStep 2: Swot Analysis
Internal External
Strengths
Weaknesses
Opportunities
Threats
Situation Analysis
Key Performance Issues
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Step 3: Strategic Market Step 3: Strategic Market PlanPlan
Competitive Advantage
Market Attractiveness
Product-Market Portfolio and Plan Selection based on information uncovered in the Situation and SWOT analyses
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Step 4: Marketing Mix Step 4: Marketing Mix StrategyStrategy
• Marketing Mix Elements– Price– Promotion– Place– Product
• Strategy and Key Performance Issues– Positioning Strategy– Value Proposition– Channel Strategy– Performance Objectives
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Step 5: Marketing BudgetStep 5: Marketing Budget
• What is the purpose of the Marketing Budget?
• Three ways to Build a Marketing Budget– 1. Top-Down – 2. Customer Mix– 3. Bottom-Up
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Step 6: Performance TimelineStep 6: Performance Timeline
• What is the purpose of the Performance Timeline 績效期限 ? So that the success or failure of the marketing plan can be evaluated
• What are the different approaches to developing a marketing profit plan? ($, Volume, 人 )
• Performance Metrics:– Share Position– Sales Revenue– Profit Performance– Customer Awareness– Customer Satisfaction– Product Availability– Perceptions of Product and
Service Quality– Net Marketing Contribution
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Step 7: Performance Step 7: Performance EvaluationEvaluation
• What is Performance Evaluation?p417
• Why is Performance Evaluation important?p417
• What if the plan is not meeting performance objectives? P418, 419
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TakeawaysTakeaways//ReviewReview
• Benefits of Building a Marketing Plan • Process of Building a Marketing Plan
– Situation Analysis– SWOT Analysis– Strategic Market Plan– Marketing Mix Strategy– Marketing Budget– Performance Timeline– Performance Evaluation
• Stericycle Sample Marketing Plan
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Marketing Performance ToolsMarketing Performance Tools
Marketing Profit Planning Perspective – Dollar Metric
Area of Performance Base Year 2004 2005 2006
Market Demand ($ millions) $2,000 $2,120 $2,350 $2,500
Market Share 22.7% 22.9% 23.2% 23.7%
Sales Revenues ($ millions) $454 $485 $545 $593
Percent Margin 43.3% 43.7% 43.7% 43.9%
Gross Profit ($ millions) $196.6 $212.2 $238.3 $260.1
Marketing Expenses (% sales) 14.40% 13.60% 13.60% 13.00%
Marketing Expenses ($ millons) $65.4 $66.0 $74.1 $77.0
Net Marketing Contribution ($ millions) $131 $146 $164 $183
Marketing ROS 29% 30% 30% 31%
Marketing ROI 201% 221% 221% 238%
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Marketing Performance ToolsMarketing Performance Tools
Market Profit Planning Perspective – Volume Metric
Area of Performance Base Year 2004 2005 2006
Market Demand (units million) 15.95 16.95 18.80 20.00
Market Share 22.7% 22.9% 23.2% 23.7%
Volume (units millions) 3.62 3.88 4.36 4.74
Price per Unit $125.00 $125.00 $125.00 $125.00
Sales Revenues ($ millions) $453 $485 $545 $593
Percent Margin 43.3% 43.7% 43.7% 43.9%
Gross Profit ($ millions) $196.0 $212.0 $238.3 $260.1
Marketing Expenses (% sales) 14.40% 13.60% 13.60% 13.00%
Marketing Expenses ($ millons) $65.2 $66.0 $74.1 $77.0
Net Marketing Contribution ($ millions) $131 $146 $164 $183
Marketing ROS 29% 30% 30% 31%
Marketing ROI 201% 221% 221% 238%
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Marketing Performance ToolsMarketing Performance Tools
Market Profit Planning Perspective – Customer Metric
Area of Performance Base Year 2004 2005 2006
Market Demand (customers) 1,323,000 1,415,000 1,567,000 1,667,000
Market Share 22.7% 22.9% 23.2% 23.7%
Customer Volume 300,321 324,035 363,544 395,079
Reveune per Customer $1,510 $1,500 $1,500 $1,500
Sales Revenues ($ millions) $453 $486 $545 $593
Percent Margin 43.4% 43.7% 43.7% 43.9%
Gross Profit ($ millions) $196.8 $212.4 $238.3 $260.2
Marketing Expenses (% sales) 14.40% 13.60% 13.60% 13.00%
Marketing Expenses ($ millons) $65.3 $66.1 $74.2 $77.0
Net Marketing Contribution ($ millions) $132 $146 $164 $183
Marketing ROS 29% 30% 30% 31%
Marketing ROI 201% 221% 221% 238%
