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8/19/2019 Pbm Vaibhav,Ujjwal (1)
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8/19/2019 Pbm Vaibhav,Ujjwal (1)
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Objective
• Discuss the various Components of marketingplan
• Dene the competitive set
•Identify the Levels of market competition
• Explain the ethods for determiningcompetitors
• Discuss the Category attractiveness analysis
• Describe the !ggregate market factors
• Explain Category factors and environmentalanalysis
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Introduction
Answer
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!"#E$I%& 'L!%
ElementsObjectives
•(ituational !nalysis•
Opportunities)Issue!nalysis•Objectives•arketing (trategy•!ction 'rogram•+inancial +orecast•Establish customer,competitor orientation
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Levels
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+aults
• (peed of process
• !mount of data
• -ho does planning
• (tructure
• Length
• +re.uency
• !lternatives Considered• !vailability of plan
• Leadership
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Implementation
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Competition
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/ases
• C0($OE" O"IE%$ED
• (ELLI%& ($"!$E"&1
•
"E(O0"CE• &EO&"!'2IC
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Competitive (et
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Levels
/udget
&eneric
'roductCatego
ry
'roduc
t +orm
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$ypes
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ethods for determining competitors
E$2OD(
C0($OE"CE%$IC
C0($OE"/E2!3IO0"
/!(ED
C0($OE"E3!L0!$IO% /!(ED
!%!&E"I!L
40D&&E% $
$EC2%OLO&1
(0/($I$0$IO%