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Strategic Marketing
Fall 2013
Instructor : RAZA ILLAHE
Lahore Leads University
Aims
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Situational Analysis
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Marketing Audit Checklist
SWOT Analysis
PEST
BCG
Strategic Marketing Planning
Process
Discuss !
Strategic Marketing Planning
Process
Environment and
Situational Analysis
SWOT
Forecasting Market
Objective Setting
Research and Design Strategies
Market Segmentation
Product Positioning
Strategic Marketing Program
Situational Analysis
What is Marketing Audit ?
The marketing audit has certain similarities to a financial
audit in that it is a review or appraisal of your existing
marketing activities.
Carrying out the marketing audit provides the opportunity
to review and appraise your whole marketing activity,
It enables you to assess past and present performance as
well as to provide the basis for evaluating possible future
courses of action.
Marketing Audit
Number of tools that can be used, for
example SWOT analysis for the internal
environment, as well as the external environment.
Other examples include PEST and Five Forces
Analyses, which focus solely on the external
environment.
These are the most popular tools.
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This lesson introduces
Marketing Audit Checklist
Marketing Audit
Let’s consider the marketing audit under three key
headings:
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The Internal Marketing Environment.
The External Marketing Environment.
A Review of Our Current Marketing Plan.
The Internal Marketing Environment
Checklist
Revolves around 5 M’s
The Internal Marketing Environment
Checklist
5 M’s
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MEN
MONEY
MACHINERY
MINUTES
MATERIALS
(Labour).
(Finances).
(Equipment).
(Time).
(Factors of Production).
5 M’s in detail
There can be a collection of questions that can be
asked while performing 5M’s analysis ,to learn
about our resources.
Although, not limited to then following questions,
but common questions can be :
The Internal Marketing Environment
Checklist
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How is our marketing team organised?
How efficient is our marketing team?
How effective is our marketing team?
How does our marketing team
interface with other organisations and
internal functions?
.
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How effective are we at CRM?
What is the state of our marketing planning
process?
Is our marketing planning information
current and accurate?
What is the current state of New Product
Development? How profitable is our product
portfolio?
Are we pricing in the right way?
How effective and efficient is distribution?
.
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Are we getting our marketing
communications right?
Do we have the right people facing our
customers?
How effective are our customer facing
processes?
What is the state of our business's physical
evidence?
The External Marketing Environment
Checklist
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What is the nature of our 'customer?'
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What is the nature of competition in
our target markets?
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What is the cultural nature of the environment?
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What is the demography of our consumers?
Such as average age, levels of population,
gender make up, and so on.
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What is the economic condition of our markets?
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Is the political and legal landscape changing in any
way?
A Review of Our Current
Marketing Plan
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What are our current objectives for
marketing?
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What are our current marketing strategies?
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How do we apply the marketing mix?
SWOT
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SWOT analysis is one of the bestknown and most frequently used tools
within the marketing planning process.
PEST
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Political/Legal
Economic Factors
Sociocultural Factors
Technological Factors
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STRATEGIC BUSINESS UNIT
BCG Matrix (Boston Consulting
Group)
1.Build Share
2.Hold
3.Harvest
4.Divest
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Build Share
Here the company can invest to increase market share e.g,
turning a question mark into a star
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Hold
Here the company invests just enough to keep the SBU in its
present position.
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Harvest
Here the company reduces amount of investment in order to
maximise the short-term cash flows and profits from the
SBU in its present position.
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Divest
the company can divest the SBU by phasing it out or selling it
– in order to use the resources elsewhere e.g investing in
the more promising ‘question mark’.