Situation Analysis
Part I
Introduction to Marketing
iClicker Question
Marketing is all about value. Which of the
following is not one of the four elements of
the marketing mix?
a)
b)
c)
d)
e)
Capturing value
Analyzing value
Creating value
Communicating value
Delivering value
2
Agenda
1.
2.
3.
4.
5.
Newbies?
Begin fixed seats
Exam update
Value-based marketing
Intro to immediate & macro
environmental analysis
3
Midterm Exam
• Email me by next week if any conflicts
• Update: Exam will be on D2L
4
Value-Based Marketing
1. Maximize value
2. Focus on the long-term
3. Think in terms of relationships
(vs. transactions)
4. Beyond just consumers
5. Evolve over time
Advocate
Loyal
Supporter
Regular
Purchaser
New
Customer
5
5 Steps to a
Marketing Plan
Step 1:
Business
Planning
Step 2:
Situation
Analysis
Step 3:
Develop
Strategy
Step 4:
Implement
Strategy
Step 5:
Monitor
& Control
6
Step 1:
Business
Planning
“We put wholesome goodness in
everything we do.”
“At Frito-Lay, we’re all about good fun….”
“to be the world's premier
consumer products company
focused on convenient foods and
beverages.”
“... our mission is to provide consumers around
the world with delicious, affordable, convenient
and complementary foods and beverages from
wholesome breakfasts to healthy and fun daytime
snacks and beverages to evening treats.” 7
Step 2:
Situation
Analysis
External
Internal
SWOT
Analysis
Helpful
Harmful
S
W
Strengths
Weaknesses
O
T
Opportunities
Threats
9
iClicker Question
In a SWOT analysis, the possibility that this
winter will bring a lot of snow to the
Vancouver area represents a potential
________ for local ski resorts.
a)
b)
c)
d)
strength
opportunity
weakness
threat
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Step 2:
Situation
Analysis
Step 3:
Develop
Strategy
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Opportunities/Threats
Opportunities
Strategies
Strategies
Raw materials become less
expensive
Decrease price or increase
profit margin
Increasing demand in
overseas markets
Expand outside of North
America
Threats
Strategies
Raw materials become
more expensive
Increase price or find new
supplier
Competitor introduces
similar product
Tailor communications to
distinguish our product
12
In-class Activity: SWOT for Langara
School of Management
Step 3:
Develop
Strategy
14
Sustainable
competitive
advantage
15
Which macro strategies?
Customer
Excellence
Operational
Excellence
Product
Excellence
Locational
Excellence
16
Step 4:
Implement
Strategy
17
Step 5:
Monitor
& Control
18
Low
Market growth rate
High
Relative market share
Low
19
iClicker Question
Fernando is thrilled that his company has
decided to continue the product he is
managing.
He knows that, with the product’s lower
market share in a low growth market, the
company was considering discontinuation.
Using the BCG portfolio analysis, Fernando’s
product would be classified as a(n):
a)
b)
c)
d)
star.
cash cow.
question mark.
dog.
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Step 1:
Business
Planning
Step 2:
Situation
Analysis
Step 3:
Develop
Strategy
Step 4:
Implement
Strategy
Step 5:
Monitor
& Control
Marketing Plans in the Digital Age
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Marketing Plan Failures & Successes
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Reminders for Next Class
• Review and complete class preparation
• Other questions? Come to office hours or
email me!
23
The Art Of Selling The Brand Of You On YouTube:
https://www.fastcompany.com/3033832/the-artof-selling-the-brand-of-you-on-youtube
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Situation Analysis
Part I
Bonus Slides
##: Title
Agenda:
Hook:
Takeaways:
Materials:
Worksheet:
Activities:
Videos:
Other Notes:
Readings: