Today 9:30 to 10:50 Check your group # -- are you in a group? If not – you need to get in one Simulation information Finish Seinfeld’s “Soup Nazi” Notice – Group Pictures today and on Thursday Get the “Groups” Settled Chapter 4 4-0 Simulation Teams for simulation are comprised of 2 to 3 students from the same marketing plan group I’ll be around to ask you who are the simulation team members I will give you a team (group #) and a Game ID allowing you to sign-up for the simulation 4-1 The Soup Nazi GroupSoupNazi2005.ppt 4-2 Groups After watching the video (last Thursday) we need to answer the following questions: What is his value proposition? Is there a value chain? Is there a value delivery network? Who’s the segment? Who’s the target market? What’s the market position? What marketing mix elements are emphasized? 4-3 8 Steps of SBU Strategic Planning 4 Elements -What’s the business -Who’s the customer -What’s the value to the customer -What should the business become MOA – 5Q’s Opportunity and threat matrix -Benefit articulated to target -Reach target effectively with Probability of success and how attractive is opportunity promotion and price Probability of occurrence and seriousness of threat -Capabilities and resources -Deliver value better than competition -ROR meet or exceed company Porter Generic Strategies threshold -Cost leader -Differentiation -Focus Strengths/Weaknesses Analysis - Org. Dept., rate, rank 6 Basic Objectives -Profit -Growth -Share -Risk containment -Reputation The Mix -Product -Price -Promotion -Place 4-4 Opportunity and Threat Matrices Opportunities and Threats Matrices (external) Strengths and Weaknesses (internal) Strength and Weaknesses Analysis A market opportunity is an area of buyer need or potential interest in which the company can perform profitably. Opportunity Matrix MOA Questions 1. Can the benefits involved in the opportunity be articulated convincingly to a defined target market? 2. Can the market be located and reached with cost-effective median and trade channels? 3. Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits? 4. Can the company deliver the benefits better than any actual or potential competitors? 5. Will the financial rate of return meet or exceed the company’s required threshold for investment? Performance Major Minor Strength Strength Neutral Importance Minor Major W eakness W eakness Hi Med Low MARKETING I. Com pany reputation 2. Market share 3. Custom er satisfaction 4. Custom er retention 5. Product quality 6. Service quality 7. Pricing effectiveness 8. Distribution effectiveness 9. Promotion effectiveness 10. Sales force effectiveness 11. Innovation effectiveness 12. Geographical coverage FINANCE 13 Cost or availability of capital 14 Cash flow 15 Financial stability MANUFACTURING 16. Facilities 17. Econom ies of scale 18. Capacity 19. Able, dedicated workforce 20. Ability to produce on time 21. Technical m anufacturing skill ORGANIZATION 22. Visionary, capable leadership 23. Dedicated em ployees 24. Entrepreneurial orientation 25. Flexible or responsive Four outcomes of a SWOT analysis A market threat is a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to deterioration in sales or profit Threat Matrix 1. An ideal business high in major opportunities and low in major threats 2. A speculative business is high in both major opportunities and threats 3. A mature business is low in major opportunities and low in threats 4. A troubled business is low in opportunities and high in threats Opportunity 1. Major threat 2. Monitor cell 3. Monitor cell 4. Minor threat 1 2 3 4 Threat 4-5 Value Creation Product Strategy Value Creation and Delivery Sequence Product Price Place Promotion 4-6 The Marketing Process The Marketing Process Analyzing Market Opportunities Researching and Selecting Target Markets Designing Marketing Strategies Planning Marketing Programs Organizing, implementing, and Controlling the Marketing Effort 4-7 The Marketing Environment Chapter 4 Key Environments Aspects of the marketing environment: Microenvironment: Actors close to the company Macroenvironment Larger societal forces For the exam, know the actors or forces comprising each marketing environment and general trend 4-9 Actors in the Microenvironment 4 - 10 Major Macroenvironmental Forces 4 - 11 The Macroenvironment Key Demographic Trends World population growth Now 6.2 billion Projected to reach 7.9 billion by 2025 4 - 12 The Macroenvironment Key Demographic Trends Changing age structure The U.S. population consists of seven generational groups. • Baby boomers, Generation X and Generation Y are key groups. Distinct segments typically exist within these generational groups. 4 - 13 Figure 4-3: Seven U.S. Generations 4 - 14 The Macroenvironment The Economic Environment Affects consumer purchasing power and spending patterns. U.S. consumers now spend carefully and desire greater value. Key Economic Trends U.S. income distribution is skewed. Upper class, middle class, working class, underclass Rich: getting richer Middle class: shrinking Underclass: still poor Consumer spending patterns are changing. 4 - 15 The Macroenvironment The Natural Environment Concern for the natural environment has grown steadily, increasing the importance of these trends: Shortage of raw materials Increased pollution Increased governmental intervention 4 - 16 The Macroenvironment Key Technological Trends The technological environment is characterized by rapid change. New technologies create new opportunities and markets but make old technologies obsolete. The U.S. leads the world in research and development spending. 4 - 17 The Macroenvironment The Political Environment Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. Key trends include: Increased legislation to protect businesses as well as consumers. Changes in governmental agency enforcement. Increased emphasis on ethical behavior and social responsibility. 4 - 18 The Macroenvironment The Cultural Environment Is composed of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. Core beliefs are persistent Passed from parents to children; reinforced by society Shape attitudes and behavior Secondary cultural values change and shift more easily Society’s cultural values are expressed through people’s views of: Themselves Others Organizations Society Nature The Universe 4 - 19 Responding to the Marketing Environment Reactive: Passive Acceptance and Adaptation Companies design strategies that avoid threats and capitalize upon opportunities. Proactive: Environmental Management Use of lobbyists, PR, advertorials, lawsuits, complaints, and contractual agreements to influence environmental forces. 4 - 20 Soup Nazi 2GroupSoupNazi2005.ppt 4 - 21 Today 9:30 to 10:50 Groups and names How to sign-up for the simulation Chapter 5 Video Groups question and pictures And a surprise 4 - 22 Photos Group photo --- please write your group # on the photo, and list the group members from left to right List names of group members not in photo after the first set of names 4 - 23 Teams Within your group you will have two (2) teams (Group 1 will have Teams 1 and 2….Group 15 will have teams 29 and 30) The teams will be comprised of 2 to 3 group members each You decide who is on what team 4 - 24 Simulation Sign-up Go to: https://web.marketplacesimulation.com/home2/purch ase/purchase.php Purchase student license Follow hand-out instructions 4 - 25 Managing Marketing Information Chapter 5 Marketing Info. System Marketing Information System (MIS) Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 4 - 27 Marketing Info. System Developing Information Internal data Marketing intelligence Marketing research Internal Data is gathered via customer databases, financial records, and operations reports. Advantages of internal data include quick/easy access to information. Disadvantages stem from incompleteness or inappropriateness of data to a particular situation. 4 - 28 Marketing Info. System Developing Information Internal data Marketing intelligence Marketing research Marketing intelligence is the systematic collection and analysis of publicly available information about competitors and trends in the marketing environment. Competitive intelligence gathering activities have grown. Many sources of competitive info. exist. 4 - 29 Marketing Info. System Sources of Competitive Intelligence Company employees Competitor’s employees Internet Trade shows Garbage Benchmarking Published information Channel members and key customers 4 - 30 Something Neat Cipher Systems http://www.cipher-sys.com 4 - 31 Marketing Info. System Developing Information Internal data Marketing intelligence Marketing research Marketing research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Several steps are involved in the marketing research process. 4 - 32 Figure 5-2: The Marketing Research Process 4 - 33 Marketing Info. System Step 1: Defining the problem and research objectives Don’t confuse the symptoms of the problem with its cause when defining the problem. Exploratory, descriptive, and causal research each fulfill different objectives. 4 - 34 Marketing Info. System Step 2: Developing the Research Plan Research objectives guide the determination of specific information needs. 4 - 35 Marketing Info. System Step 2: Developing the Research Plan Research proposals outline the type of data needed and the research plan. Secondary data: Information collected for another purpose which already exists. Primary data: Information collected for the specific purpose at hand 4 - 36 Marketing Info. System Types of Data Secondary data Primary data Secondary data sources: Government information Internal, commercial, and online databases Publications Advantages: Obtained quickly Less expensive than primary data Disadvantages: Information may not exist or may not be usable. 4 - 37 Marketing Info. System Types of Data Secondary data Primary data Planning primary research: Research approaches: Observation Survey Experiment Contact methods Sampling plan Research instruments 4 - 38 Marketing Info. System Research approaches: Observation research using people or machines Mystery shoppers, traffic counters, web site “cookies” are some examples. Discovers behavior but not motivations. Ethnographic research expands observation research to include consumer interviews. 4 - 39 Marketing Info. System Types of Data Secondary data Primary data Planning primary research: Research Approaches Contact methods: Mail Telephone Online Personal Sampling plan Research instruments 4 - 40 Marketing Info. System Step 3 of the Research Process: Implementing the Research Plan Involves collecting, processing, and analyzing information. 4 - 41 Marketing Info. System Step 4 of the Research Process: Interpreting and Reporting the Findings 4 - 42 The Persuaders 9 minute video highlighting the impact marketing (political) research can have on the way we interpret issues FinalPersuaders.wmv 4 - 43 Groups Based on your knowledge of the research process, what types of marketing research might you employ in your marketing plan? Why? Group Pictures--- Smile 4 - 44 Pop-Quiz Time Pop-Quiz #1 4 - 45