MARKETING SEMINAR
2005
DEVELOPMENT OF ECONOMIC STRATEGY
ENVIRONMENTAL
CONDITIONS-TRENDS
CHOICE OF
PRODUCTS & MARKETS
DISTINCTIVE
COMPETENCE
Geography, Demography, Culture,
Economy, Technology Politic, Legal
Economic Strategy
Product/Customer/Promotion/Place/Price
Functional, Financial,Organizational
Reputation, History
OPPORTUNITIES & RISKS
Identification
Inquiry
Assessment of Risk
CORPORATE
RESOURCES
Strengths & Weaknesses
Increasing Capability
RESEARCH & DEVELOPMENT
• RESEARCH





Search
Planning
New Knowledge
Non Public Knowledge
Future Implementations
• DEVELOPMENT





Implementation
Direction
Product/Process
Improvement
Business Objective
MARKETING RESEARCH
OBJECTIVES
Value Bridges
INFORMATION SOURCES
Secondary
Primary
INFORMATION COLLECTION
Telephone
Mail
Interview
ANALYSIS AND RECOMMENDATIONS
Data
Information
Anaysis-Intelligence
APPROACH
Descriptive
Prospective
Casual (Qualitative-Quantitative)
SECTION
PURPOSE
Executive summary
Presents a quick overview of the plan for quick management
review
Current marketing situation
The marketing audit that presents background data on the
market, product, competition and distribution
SWOT analysis
Identifies the company’s main strengths and weaknesses
and the main opportunities and threats facing the product
Objectives and issues
Defines the company’s objectives in the areas of sale,
market share and profits, and the issues that will affect
these objectives
Marketing strategy
Presents the broad marketing approach that will be used to
achieve the plan’s objectives
Action programmes
Specifies what will be done, who will do it, when it will be
done and what it will cost
Budgets
A project profit and loss statement that forecasts the
financial outcomes from the plan
Controls
Indicates how the progress of the plan will be monitored
PM 3.11 Contents of a marketing plan
The innovation time
of scientists at
Ramat Negev is
headed by Yoel
DeMalach, Dean of
Brackish Water
Agricultures.
Figure 8 :
Generations of Products
Picture 8.1: First Generation
Picture 8.2: Second Generation
Picture 8.3: Third Generation
SELECTED CORE COMPETENCIES/PRODUCTS
NIKE
• R&D Technology
• Product-Design
• Distribution
• Brand Name
DELTA GALIL
• Product-Design
• Production
• Logistics
BENETTON
• Product-Design
•Production
• Distribution
•Brand Name
TEVA
• Research & Development
• Vertical Integration
• Distribution
• Finance
Persuade to Buy
Match Customer’s Requirements
PRODUCTS STRATEGY
Ansoff Matrix
Present
Future
Present
Market
Penetration
Product
Development
MARKETS
Future
Market
Development
Diversification
PRODUCTS
PRODUCTS STRATEGY-B.C.G
High
Star
Problem
Children
RATE
Low
Cow
Dog
Large
Small
MARKET SHARE
116
OF
GROWTH
PRICE STRATEGY
MARKETING OBJECTIVES
Survival
Profit Maximization
Market share
Quality
Leadership Leadership
COST APPROACH
Break-even
Cost Plus
Benefit
CUSTOMER’S VALUE APPROACH
Ultimate
Luxury
Shopping
Convenience Me Too
COMPETITION APPROACH
Historical Price
Discrimination
PHYSICAL VALUE BRIDGE
M EETING
LOCATIONS
INTERM EDIAIRIES
STRUCTURE
Direct Marketing
Classic
Specialised
Multi Purpose
Subcontractor
Vertical
Agent/Broker
Horizontal
Distributor
W holoesaler
Retailer
Hybride
Prolongation
of the Firm
GLOBALIZATION DRIVERS
Market Drivers
Competitive Drivers
Common customer needs
Global customers
Global channels
Transferable marketing
Following another company’s
path in local (Benetton and
Gap in US) and international
markets (Nokia)
Cost Drivers
Technology Driver
Economies of scale, scope,
sourcing
Internet, cell phone,
Government Drivers
Trade policy
Source: Yip G. 1992 Total Global
Strategy Englewoods Cliffs, NJ
Prentice Hall
ENTRY STRATEGIES
Exports
Sourcing
Licensing
Joint Venture
.
Equity
Ownership
Alliances
INTERNATIONAL STRATEGIES
·
·
·
·
·
Domestic
International
Multi-domestic, Multi National
Global
Transnational
PORTER’S DIAMOND
Chance
Firm Strategy
Structure &
Rivalry
Factor
Demand
Conditions
Conditions
Related &
Supporting
Industries
Government