Upload
ellis-savelle
View
225
Download
3
Tags:
Embed Size (px)
Citation preview
Chapter 14 Objectives
The Process of Building a Marketing Plan
Step I: Situation Analysis
Step II: Marketing Strategy
Step III: Performance Plan
MBM6Chapter 14
Stericycle is the world’s largest medical waste recycler.
We will use Stericycle to illustrate the process of building a marketing plan.
* Go www.Stericycle.com to learn more about this company, and service products.
2011 Worldwide Market Demand $11 billion
Copyright Roger J. Best, 2012
Building a Marketing Plan
MBM Sample Marketing Plan Number 6
MBM6Chapter 14
Each edition of MBM (Market-Based Management) a 3-year Stericycle Sample Marketing Plan was published. The Plan vs. Actual results are shown above.
Pe
rfo
rma
nc
e E
xce
ede
d P
lan
in M
os
t Y
ea
rs
Copyright Roger J. Best, 2012
14-3
Building a Marketing Plan
• Creativity vs. Structure• Benefits of building a market plan• Process of building a marketing plan
The Process of Building a Marketing Plan
This section outlines the benefits of a marketing plan.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
Both (creativity and structure) Are Needed…Why?
MBM6Chapter 14
• Challenge current thinking and convention assumptions.
• Strive to go deeper into the total customer experience.
• Look outside your industry for new ideas and best practices.
CREATIVITY
• Comprehensive - Includes all important performance factors.
• Logical – Connects all the dots linking strategy to performance
• Performance Roadmap as to cost and expected performance.
STRUCTURE
Copyright Roger J. Best, 2012
14-6
Benefits of Building a Plan
• Identifying opportunities• Leveraging core capabilities• Focused market strategy• Resource allocation• Performance roadmap
A Marketing Plan Is a RoadmapMBM6
Chapter 14
Where Are We and Where Do We Want to Go? - We are at Point A and want to go to Point B. - There is not a clear path to Point B. - We have limited resources in getting to Point B.
How Do We Want to Get There? - We developed the route shown. - Take advantage of opportunities & lessens threats - It is achieveable with available resources.
What Is Suppose to Happen When We Get There?- Arrive on time with no major surprises or set-backs- Enjoy the expected benefits of Point B- Stayed within the planned budget.
Going From Point A to Point B行銷計畫好像旅遊 (行程 )計畫一樣
Copyright Roger J. Best, 2012
Three Major Steps in Building a Marketing Plan
MBM6Chapter 14
STEP 1: SITUATION ANLAYSIS
Where Are We Now?
STEP 2: MARKETING STRATEGY
How Do We Get Where We Want To Go?
STEP 3: PERFORMANCE PLAN
Can We Achieve Our Desired Results?
Customer Experience
StrategicChoices
DesiredResults
Copyright Roger J. Best, 2012
Painting a Picture vs.Building a Marketing Plan
MBM6Chapter 14
Situation Analysis
Your representation of the current situation.
Painting Strategy Desired Outcome
Your strategy for taking the current situation to
a desired outcome.
What you hope to achieve with your painting strategy.
What Are the Similarities In Painting this Picture and Building a Marketing Plan?
Copyright Roger J. Best, 2012
14-10
The Process of Building a Marketing 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: Profit Plan
Step 7: Perform Review
Adjust Marketing
Plan as Necessary
Stericycle – Sample Marketing Plan
Copyright Roger J. Best, 2011
MBM6Chapter 14
Mar
keti
ng
Pla
n O
utl
ine
Copyright Roger J. Best, 2012
Step 1: Situation Analysis
This section presents the elements of a current situation.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
Current Situation: Major Considerations MBM6Chapter 14
How is the Current Situation different for the Apple Mac vs. the
Apple iPad?
Copyright Roger J. Best, 2012
Where Are We Now?MBM6
Chapter 14 S
itu
atio
n A
nal
ysis
– W
her
e A
re W
e?
Copyright Roger J. Best, 2012
Situation Analysis: Recent PerformanceMBM6
Chapter 14
Wh
ere
Hav
e W
e B
een
?
Copyright Roger J. Best, 2012
MBM6Chapter 14Situation Analysis: Market Demand
Wh
ere
Is t
he
Mar
ket
Go
ing
?
Copyright Roger J. Best, 2012
MBM6Chapter 14Situation Analysis: Global Sales Mix
Wh
at A
re T
he
Mar
kets
We
Ser
ve?
Copyright Roger J. Best, 2012
MBM6Chapter 14Situation Analysis: Customer Lifetime Value
Ho
w P
rofi
tab
le A
re C
ust
om
ers?
Copyright Roger J. Best, 2012
MBM6Chapter 14Situation Analysis: Industry Analysis
Are
We
In A
n A
ttra
ctiv
e In
du
stry
?
Copyright Roger J. Best, 2012
MBM6Chapter 14
Situation Analysis: Share Performance Metrics
Wh
ere
Is O
ur
Sh
are
Lea
kag
e?
Copyright Roger J. Best, 2012
MBM6Chapter 14Situation Analysis: Competitive Position
Are
We
Str
on
g C
om
pet
itiv
ely?
Copyright Roger J. Best, 2012
MBM6Chapter 14Situation Analysis: SWOT Analysis
Wh
ere
Sh
ou
ld W
e F
ocu
s?
Copyright Roger J. Best, 2012
Step 2: Marketing Strategy
This section presents the Marketing Strategy portion of a
Marketing Plan.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
Marketing Strategy: Major ConsiderationsMBM6
Chapter 14
How is the Marketing Strategy different for the Apple Mac vs. the
Apple iPad?
Copyright Roger J. Best, 2012
How Do We Achieve Our Goals?MBM6
Chapter 14W
hat
Is O
ur
Str
ateg
ic P
ath
?
Copyright Roger J. Best, 2012
Portfolio AnalysisMBM6
Chapter 14W
hat
Is O
ur
Po
rtfo
lio P
osi
tio
n?
Copyright Roger J. Best, 2012
Prioritizing Key IssuesMBM6
Chapter 14W
hat
Are
Ou
r S
trat
egic
Pri
ori
ties
?
Copyright Roger J. Best, 2012
Market Share StrategyMBM6
Chapter 14M
arke
t S
har
e P
erfo
rman
ce O
bje
ctiv
es
Copyright Roger J. Best, 2012
Positioning StrategyMBM6
Chapter 14W
hat
Is O
ur
Val
ue
Pro
po
siti
on
?
Copyright Roger J. Best, 2012
Channel StrategyMBM6
Chapter 14W
hat
Is O
ur
Ch
ann
el S
trat
egy?
Copyright Roger J. Best, 2012
Communications StrategyMBM6
Chapter 14W
hat
Is O
ur
Co
mm
un
icat
ion
s S
trat
egy?
Copyright Roger J. Best, 2012
Step 3: Performance Plan
This section presents the Planned Performance portion of a
Marketing Plan.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
Performance Plan: Major ConsiderationsMBM6
Chapter 14
How is the Marketing Strategy different for the Apple Mac vs. the
Apple iPad?
Copyright Roger J. Best, 2012
Performance PlanMBM6
Chapter 14W
hat
Is O
ur
Per
form
ance
Pla
n?
Copyright Roger J. Best, 2012
Revenue PlanW
her
e A
re R
even
ues
in 3
Yea
rs?
Marketing Performance
Tool 14.2
Copyright Roger J. Best, 2012
Marketing & Sales BudgetW
hat
Is O
ur
Inv
estm
ent
in M
ktg
. & S
ale
s?MBM6
Chapter 14
Copyright Roger J. Best, 2012
Marketing Profit PlanH
ow
Are
Pro
fits
Exp
ecte
d t
o G
row
?Marketing
PerformanceTool 14.1
Copyright Roger J. Best, 2012
Breakeven AnalysisMBM6
Chapter 14H
ow
Mu
ch R
isk
Is in
Th
is In
vest
men
t?
Copyright Roger J. Best, 2012
Income Statement & Share PriceMBM6
Chapter 14
Wh
at Is
Ou
r E
xp
ecte
d In
co
me
in 3
Ye
ars?
Copyright Roger J. Best, 2012