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“Marketing is the process of
planning and executing the
conception, pricing, promotion,
and distribution of ideas, goods
and services to create exchanges
that satisfy individual and
organisational objectives.”
Marketing
“Identifying and satisfying customer
needs and wants at a profit.”
1
Marketing Process
Marketing
Analysis
Identifying
Value
Company
Customer
Competition
Market
Segmentation
Context
Collaboration
Target
Market
Selection
Product &
Service
Positioning
Marketing Mix – The 4 P’s
Creating
Value
Sustaining
Value
Product/Service
Customer
Acquisition
Price
Promotion
Place
Customer
Retention
Profit/Desired Outcome
2
SWOT
Factors
Internal
to the
Organisation
WEAKNESSES
STRENGTHS
THREATS
OPPORTUNITIES
Factors
External
to the
Organisation
Leading to…
Differentiation
Low Cost
Focus
3
Product/Market Expansion Grid
Existing
Products
Existing
Markets
Markets
New
Markets
Products
New
Products
Market Penetration
Product Development
Market penetration is a strategy of
Product development is a strategy
increasing your share of existing markets.
This might be achieved by raising
customers’ awareness of products and
services or finding new customers.
for enhancing benefits you deliver to
customers by improving existing products
and services or developing new ones.
Market Development
Diversification
Market development is a strategy of
Diversification is a strategy that
finding and entering new markets with
current product or service range. The new
market could be a new region, a new
country or a new segment of the market.
usually carries high costs and high risks. It
often requires organisations to adopt new
ways of doing business and so has
consequences far beyond simply offering
new products/services in a new market. It
is therefore usually a strategy to be
adopted when other options are not
feasible.
Adapted from Ansoff I. (1968)
4
Marketing Objectives
Draw on SWOT
Set marketing objectives around
•
•
•
•
Markets
Products
Sales
Profit
Specific, Measurable, Agreed,
Relevant, Timebound, Extending,
Rewarding
S.M.A.R.T.E.R.
5
Marketing Mix
6