College Marketing · Ms. Erikson’s Strengths and Weaknesses . Strengths • Masters Degree • Earned a 4.0 in graduate school • Communication Skills • Amazing teacher!

College Marketing

Unit 2

AIM: What is a SWOT Analysis? How would a SWOT Analysis be used by an organization to evaluate their place in the market? Do Now: Take a Do Now slip, answer: • You are on an interview for your dream job. • The interviewer asks you to tell them one of your

strengths and one of your weaknesses. – Write one of your strengths and one of your weaknesses on

the Do Now side of the slip.

Ms. Erikson’s Strengths and Weaknesses

Strengths • Masters Degree • Earned a 4.0 in graduate

school • Communication Skills • Amazing teacher!

Weaknesses • Time management • Overconfident in lesson

plans

Question

Explain the importance of looking at your own strengths and weaknesses.

SWOT Video

https://www.youtube.com/watch?v=uA5ikRm6yNo

Take notes as you watch the video.



SWOT Analysis What is a SWOT Analysis? • A study undertaken by an organization to identify

its internal strengths and weaknesses, as well as its external opportunities and threats.

• Strengths: what you have going for you • Weaknesses: anything that can be improved

upon • Opportunities: leads that you can focus your

energy on • Threats: obstacles that you must surpass

SWOT Analysis

• Transfer your Strengths and Weaknesses from your Do Now to your Personal SWOT Analysis sheet.

• Try to add two more of your strengths and two more of your weaknesses to the SWOT Analysis sheet.

• You have 3 minutes!

SWOT Analysis What is a SWOT Analysis? • A study undertaken by an organization to identify its

internal strengths and weaknesses, as well as its external opportunities and threats.

• Strengths: what you have going for you • Weaknesses: anything that can be improved upon • Opportunities: leads that you can focus your energy on • Threats: obstacles that you must surpass • You have 5 minutes to think of your Opportunities &

Threats that may impact your goals. – Fill them in on your Personal SWOT Analysis sheet.

Ms. Erikson’s Opportunities & Threats

Opportunities • Positive trends in the

teaching field • More jobs openings • Getting administrative

degree

Threats • Lack of time • Fear of failure • Teachers with more

experience

Groups • You have one minute to move your desks into

groups.

Desk 1

Desk 3

Desk 2

Desk 4

Personal SWOT Analysis

• As a group, look at everyone’s SWOT Analysis and choose the student who seems most appealing.

• You have 1 minute to come to an agreement based on their strengths, weaknesses, opportunities and threats.

Schreiber SWOT

Recommendation

Based on the SWOT Analysis you just conducted, what recommendation would you give to this

organization?

Question

Explain the importance of an organization looking at their strengths, weaknesses,

opportunities and threats.

Exit Summary

On your Exit Slip answer: How would a SWOT Analysis be used by an organization to evaluate their

place in market?

Exit Summary

On your Exit Slip answer: How would a S.W.O.T. Analysis be used by a company to evaluate their place

in market?

AIM: How do organizations evaluate their internal strengths and weaknesses and external threats and opportunities?

Do Now: • Take a post it.

– Write down one goal you have for yourself.

• Take out your personal SWOT Analysis from last class.

Exit Summary

On your Exit Slip answer: How would a S.W.O.T. Analysis be used by a company to evaluate their place

in market?






Goals

• Organizations want to make sure their goals are SMART. – Specific – Measurable – Attainable – Realistic – Time Bound (contain a time frame)

Schreiber SWOT

Internal Strengths & Weaknesses • Company Analysis

– Staff – Finances – Marketing Mix

• Customer Analysis – Study the customer

• Competitive Position – Market share

External Opportunities & Threats • Competition – KNOW YOUR COMPETITORS • Environmental Scan - An analysis of outside

influences that may have an impact on an organization. – Political – political issues, changes in laws &

regulations • Example: Do Not Call Registry (2003)

– Economic – current state of the economy • Example: Recession

– Socio-Cultural – changes in customers and potential customers attitudes, lifestyles and opinions.

• Example: Non-GMO products – Technological – changing technology

When a company looks at itself internally and an conducts and environmental scan, it can develop

strategies to deal with its weaknesses and challenges and best use it’s strengths and

opportunities.

Company SWOT Analysis


You are now an corporate employee of this company.

With your co-workers, complete the SWOT

Analysis for your company.

You have 12 minutes!

Homework • Read the Case Study and SWOT Analysis:

“Ronald McDonald’s Goes to China”. • Complete the SWOT Analysis sheet using the

findings in the article. – Do you agree with the recommendation?

AIM: Explain what a marketing plan is and it’s purpose.

Do Now: • Take out your notebook & copy Aim. • Take out your HW

–“Ronald McDonald’s Goes to China” SWOT

–Revised Personal SWOT

















What are some local businesses in the Port Washington area?

Marketing Plan • Executive Summary – brief overview of the

company and the marketing plan • Overview of Current Business

– Situational Analysis • SWOT Analysis • Environmental Scan

– Target Market • Market Segmentation

– Marketing Mix (4Ps) • Marketing Objectives - goals • Marketing Strategy Summary - recommendations

Assignment

Your objective is to create a marketing plan for an actual Port Washington business.

• Your plan and presentation should review what the business is currently doing effectively and state future recommendations (and reasons for those recommendations).




– Target Market • Market Segmentation

– Marketing Mix (4Ps) • Marketing Objectives - goals • Marketing Strategy Summary - recommendations

Homework

• Visit the business you are going to write about in your marketing plan. – Observe the clientele – Speak to the owner or employees

AIM: How do I create a marketing plan for a business? Do Now: • Take a chrome book and log on. • Go to the Schreiber High School website. • Take out your Marketing Plan from the previous

class.

Marketing Plan

• A formal, written document that directs a company’s activities for a specific period of time.

• A marketing plan does many things: – Provides a roadmap for how a product will enter

the market, be advertised and sold. – Communicates goals, objectives and strategies. – Helps a company monitor their performance.




– Marketing Strategies • Target Market

– Market Segmentation • Marketing Mix (4Ps)

– Marketing Objectives - goals • Summary - recommendations











Marketing Plan Assignment Today’s Goals:

– Complete Executive Summary – Complete Situational Analysis – Complete the Marketing Mix (4P’s)

• Type in a word document – Size 12 font – Times New Roman, Arial, Calibri, Cambria

• Create a cover page for your marketing plan – Name of Company “Marketing Plan 2016-2017” – Address – Picture

AIM: Explain the concept of segmentation and analyze a target market. Do Now: • Take out your notebook and copy down the

Aim.

Who is this ad targeting?

What are the two, broad ways of planning target-market activities?

1. Mass Marketing 2. Marketing Segmentation

Mass Marketing

A Mass Market is the overall market or group of people who might buy a product or service. Products that appeal to nearly everyone have mass markets.

Market Segmentation

• The process of classifying people who form a given market into even smaller groups based on common characteristics, and then marketing to that one particular group. Businesses look for ways to connect with current and potential customers. The surest way to make that connection is to know these people well. This

means knowing where they live, their income level, age, ethic background, activities, values and

interests.

Market Segmentation Factors • Demographics

– Age – Gender – Income – Marital Status – Ethnic Background – Education – Occupation

• Geographics – Local – Regional – National – Global

Market Segmentation Factors

• Psychographics – Grouping people with similar lifestyles – Attitudes – Activities – Personality – Value

• Behavioral – Benefits desired by customer – Shopping patterns – Usage rate

Market Segmentation Demographics Geographics Psychographics Behavioral

McDonalds

https://www.youtube.com/watch?v=RcRFBVIvJHw



Betty Crocker Cake Mix MARKET: • Demographic: female, 25-45, married, children living at home, low-

middle income, a homemaker or only employed part-time outside the home

• Psychographic: enjoys baking • Geographic: rural or city in any region • Behavioral - Product Usage: is a regular user of cake mix products. Summary: • In general, a stay-home mom or part-time mom is more likely to bake

cupcakes and cakes for her children and others. A “stay-home” mom is usually between the ages of 25-45 who is normally married. The word “mom” indicates that there are children living in the home. The reason for choosing low- middle income includes the fact that most higher income mothers, even stay-home mothers, will more likely pay to have someone else bake the cakes/cupcakes because of their busy required social activities. There really is no particular geographic for this group as celebrating children and activities is a regular activity in homes with children in all locations.

Instructions: Choose one of the items below. 1. Identify the market segment 2. Give a summary paragraph(minimum of five useful sentences) explaining why you believe this is an appropriate segment. 1. A cruise of the Caribbean during February 10-17. $1,500 per

person. 2. An mp3 and “read-along” picture book of The Lion King. $6.99 3. A “Genie” brand garage door opener not installed. $192 4. Tickets to performance of Shakespeare’s Merchant of Venice at

the Performing Arts Center. $33 per ticket. 5. Embroidered Collegiate Sweater. $35 6. “The Club” WIN 1000 auto security system. $45 7. A yoga exercise video. $19.95 8. A small 2’ X 2’ X 2’ refrigerator. $110 9. Baldwin Baby Grand Piano. $23,000 10. Subscription to Netflix. $10 a month with the offer of a “free one

month trial”




– Marketing Strategies • Target Market

– Market Segmentation • Marketing Mix (4Ps)

– Marketing Objectives - goals • Summary - recommendations

Documents

College Marketing · Ms. Erikson’s Strengths and Weaknesses . Strengths • Masters Degree • Earned a 4.0 in graduate school • Communication Skills • Amazing teacher!