Slide 1

Advertising

Sales

NATO

Sources: Evans&Berman :MarketingDibb, Simkin, Bradley: The Marketing Planning

Slide 2

Where

are we?

Where

should

we go?

By

what

means ?

Who does

what and

when ?

How will

we know

where we

are then?

Situation

analysis

Setting

objectives

Using compe-

titive edgeCo-ordination Follow up

Structure of PlanningStructure of Planning

Slide 3

Core AnalysisCore Analysis

• Existing business

• Market trends

• Marketing environment

• Capabilities

• Customers

• Competitors

• Products/service portfolio

Slide 4

Existing BusinessExisting Business

Slide 5

The market

The culture The marketsegment

TheImage

The offering

Slide 6

Core Market Trends and Core Market Trends and PredictionsPredictions

• Sales: volume (units), financial values

• Profitability

• Market size

• Market shares

• Number and sizes of customers

• Numbers of key competitors

Slide 7

Major trends that will affect industry

Estimated date of impact

Evidence to support this trend

Is there a gap in the market?Is there a market in the gap?

Environmental ForecastingEnvironmental Forecasting

Slide 8

Environmental analysisEnvironmental analysis

• Political/legal– monopolies legislation– protection laws– taxation policy– foreign trade regulations– employment law– government stability

• Socio-cultural– population demographics– income distribution– social mobility– lifestyle chains– attitudes to work and leisure– consumerism– levels of education

• Economic– business cycles

– GNP trends

– Interest rates

– Money supply

– Inflation

– Unemployment

– Disposable income

– Energy availability and cost

• Technological– government spending on research

– government and industry focus of technological effort

– new discoveries/development

– speed of technological effort

– rates of obsolescence

What environmental factors are affecting the project?Which of those are the most important at the present time? In the next few years?

Slide 9

Effective SWOT AnalysisEffective SWOT Analysis

Internalfactors

Externalfactors

Threats

WeaknessesStrengths

Opportunities

Slide 10

Customer Expectations and Buying Customer Expectations and Buying ProcessesProcesses

For each segment fill in the following details (example: 35 mm cameras)

AdvancedAmateurs

Photographers

Customer profileCustomer profileAwareness of options

Collect / readsales literature

Technical / subjectiveappraisal

Short list

In store demonstrations

Purchase

Buying processBuying process

1. Magazines

2. 3rd party reference

3. Sales person

InfluencesInfluences

Feature levelReliability

Range of lenses

KCV’sKCV’s

Slide 11

Competitive AnalysisCompetitive Analysis

The industryrivalry amongexisting firms

Substitutes

PotentialEntrants

Suppliers Buyers

Slide 12

Brand and Product PositioningBrand and Product Positioning

High

VariablePurchasePrice

Low

Low variable: Quality High

•Merc

•Jag

•BMW

•Rover

•Ford•Citroen

•Proton

•Yugo

Slide 13

Marketing Marketing ObjectivesObjectives

• Improved productivity

• Market penetration• Product development• Diversification

Slide 14

The Marketing Plan The Marketing Plan Document Document

• Summary• Objectives

– Mission statement– Detailed organisation Objectives– Product Group Goals

• Product/Market background– Product Range Explanation– Market Overview and Sales Summary

• SWOT Analysis• Analysis of marketing environment,

trends customers and competitors

Slide 15

• Strategies– Core target markets

– Basis for Competing/Differential Advantage

– Brand / Product Positioning

• Statement of expected results• Marketing Programmes

– Marketing mixes

– Tasks and responsibilities

• Budgets• Appendices