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A2 MARKETING Moving from “the What” (AS) to “the how and why” (A2) Marketing at A2- an overview • • • • • • Main topics to cover: MARKET ANALYSIS MARKETING STRATEGY MARKETING PLANNING plus: MARKETING BUDGETS SALES FORECASTING ETC – All link together, may not be delivered in this order… MARKET ANALYSIS • “Know your market” • Definition: “Examining market conditions which will influence marketing strategy” • What is the business environment like in which we’re operating? • Q:What analyses would help here? • A: SWOT and PEST(LE) MARKET ANALYSIS • “Internal” considerations: • “S” & “W”: e.g. reputation; strength/weakness in particular market segment; brand strength; new product possibilities (“O”) • PEST: Economy; market gaps/growth; population trends; technology opps/constraints etc… MARKET ANALYSIS • If a co. AIMS to satisfy the customer given this environment, said to be? • MARKET (CUSTOMER) ORIENTATED • “Giving the customer what they want” • And, you cannot REALLY do this unless you do “know your market” • Opposite is? • PRODUCT ORIENTATED MARKET ANALYSIS • Focus here is on “trust us” “we sell what we make” NOT “what can we sell to you?” • Possibly the best combination may be building on your strengths given the business environment in which you operate; known as? • ASSET LED MARKETING Asset Led Marketing • Asset Led Marketing Company Strengths Market Approaches & Analysis Asset Led Marketing • Exploit your assets • Assess which opportunities allow you to draw on your strengths • Monitor market tastes and respond with a few main products • Doing this LONG TERM maybe one key to success…links of course to the “how”• MARKETING STRATEGY; MARKET ANALYSIS • Focus here is on “trust us” “we sell what we make” NOT “what can we sell to you?” • Possibly the best combination may be building on your strengths given the business environment in which you operate; known as? • ASSET LED MARKETING MARKET ANALYSIS • If a co. AIMS to satisfy the customer given this environment, said to be? • MARKET (CUSTOMER) ORIENTATED • “Giving the customer what they want” • And, you cannot REALLY do this unless you do “know your market” • Opposite is? • PRODUCT ORIENTATED