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1、Developing a Marketing PlanMGT 252 Lecture 2Todays Agenda Developing a marketing plan Environmental factors that influence marketing activities Prof. Scott Hawkins will come at the end of the class to explain the research participation pool.Marketers tasksLook for Opportunities Consumer Competition
2、Company (Uncontrollable 3Cs)Segmenting Targeting Positioning (STP)Implement Positioning Product Price Promotion Place (Controllable 4Ps)Strategic Company PlanningPLANNING Analyze situation (3 Cs) Set goals (STP) Select strategies and tactics (4 Ps)IMPLEMENTATION Organize Staff DirectEVALUATION Compa
3、reperformancewith goalsFeedback, so management can adapt future plans and their implementation to the changing environmentThe Management ProcessKey Planning Concepts1.Mission: The statement that indicates the boundaries of an organizations activities. 2.Objective: A desired outcome. It should be cle
4、ar, specific, stated in writing, ambitious, realistic, consistent with other objectives and the mission, measurable, and tied to a particular time period. 3.Strategy: A broad plan of action by which an organization intends to reach its objective(s). 4.Tactic: A means by which a strategy is implement
5、ed. They generally cover a shorter time period than strategies.Suzuki Auto Mission: Committed to provide “value-packed products” Objective: Triple the sales in North America in 5 years. Strategies: (i) add product selections; (ii) improve consumer confidence about the quality. Tactics: (i) introduce
6、 seven new vehicles; (ii) Open Road Promise WarrantyTypes of PlanningStrategic Company Planning Define mission Set long-range goalsStrategic Marketing Planning Goals and strategies for the marketing effortAnnual Marketing Planning Short-term plans describing marketing functionsIMPLEMENTATION AND EVA
7、LUATIONStrategic Company Planning1. Define the organizational mission. 2. Analyze the situation. Situation Analysis: get information about the company post customers review on their website; graduate incentives; leverage other Japaneses brands. Placement: Add more dealers.6. Evaluation Procedures Ho
8、w evaluate success? How compare performance to goals? Evaluate periodically throughout the year.Suzuki What is final market share? Make sure defined market. Were sales cannibalized? It might hurt its compact SUV Grand Vitara. Monitor sales periodically.Term Project Not point form, but in short, to-t
9、he-point, sections and paragraphs. It does matter that you can write clearly and effectively. Choose your group and your topic soon. See me before starting the final project. Choose any product you want, and be creative. But keep in mind that both creativity and actual marketability matter. You need
10、 concrete evidence and details.Term Project Use outside sources for secondary market research and for ideas Quote all sources except the text and lectures. Use the ideas from the text and lectures though! Good sources include: The Wall Street Journal, The Globe and Mail and other newspapers Business
11、 Week and other magazines Statistics Canada Harvard Business Review Sloan Management Review Library books on marketing or your product Financial Post. Canadian Demographics 2002 Canadian Media Directors Council. Media Digest 2001-2002 Many, many, many othersThe External Environment macro forces are
12、factors over which the company has no short-term control micro forces operate at the firm level the external macroenvironment affects different firms in different ways the better we understand the changing marketing environment and its effects, the better we can develop effective marketing programsF
13、igure 2-1 Relationship-Insensitive External Environmental ForcesDemographic Change most obvious change is the aging population; impact of seniors, boomers and their kids smaller families; more single-person households smaller, non-traditional households more part-time workers,dual-income households
14、changing patterns of immigration; ethnic mixEconomic Conditions consider the effect on consumers and on businesses of: recession (business cycle) changes in interest rates inflation unemployment how are consumers likely to respond? they often shop around more; store and brand loyalty suffer when con
15、sumers are uncertain about the future.Competition competition takes place at three levels: directly at the brand or store level at the level of substitute products/services other demands upon our buying power Could be from international (e.g. outsourcing).Social and Cultural Forces lifestyles, value
16、s and beliefs greater emphasis on quality of life immigration brings changing values rapidly changing gender roles different attitudes toward physical activity, exercise, and diet among certain segments increased emphasis on service quality and valueTechnology launches entirely new industries, such as multimedia, digital
