Market Audit

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Marketing Planning Process
Session Slides

Learning Outcome
• At the end of the session, students will be able
to:
- Explain the importance of objectives and the
processes
processes for setting them.
- Identify the different types of organisational
objectives
- Evaluate the importance of marketing planning
process to a market oriented organisation
- Explain the different stages of the marketing
planning process

Marketing Planning
• Marketing Planning is a systematic
process of assessing marketing
opportunities and resources, determining
marketing objectives and developing a
thorough plan for implementation and
control

Purpose of The Marketing Plan
• A ‘road map’ for achieving objectives and
implementing strategy
• A framework for monitoring and control
• To Specify how resources are to be allocated
• To assign responsibilities and deadlines
• To create awareness of barriers to achievement
• To ensure the organisation remains customer and
competitor focus
• To achieve efficiency and effectiveness

4

Benefits of planning









Helps the organisation to focus
Helps in resource allocation
Helps improve revenues
It allows for Management control
Provides contingency arrangements
Leads to competitive advantage
Helps improve customer satisfaction
Long term organisational success

5

Planning Framework 1






Where are we now?
Where do we want to be?
Which way is best?
How might we get there?
How can we ensure arrival?

6

Planning Framework 2










Situational Analysis
Objectives
Strategy
Targets
Tactics
Men
Money
Minutes
Measurement
7

The Planning Models










S
O
S
T
T
M
M
M
M

S
O
S
T
A
C
8

Marketing Audit
• A marketing audit is a comprehensive,
systematic, independent and periodic
examination of a company’s-or
business unit’s-marketing environment,
objectives, strategies and activities
with a view of determining problem
areas and opportunities and
recommending a plan of action to
improve the company’s marketing
performance. (Kotler, Gregor and
Rodgers,1977)

Internal company analysis
• Marketing strategy audit
– Objectives and strategy review

• Marketing organisation audit
– Structural capability and suitability

• Marketing systems audit
– For APIC

• Marketing productivity audit
– Profitability and cost effectiveness

• Marketing functions audit
– Evaluate each element of the mix

Company capability profile
• Technical factors
– Technical ability
– Processes for NPD

• Financial factors
– Liquidity
– Access to capital

• Managerial factors
– Planning, controlling and motivating staff
– Flexibility,

• Competitive factors
– Market share,product strengths,customer
loyalty

Corporate Resources






Men and women
Machines
Money
Materials
Markets-reputation,position
and market prospects.

Resources, Competences and
Competitive Advantage

Same as competitors
or easy to imitate
Resources

Necessary
resources

Competencies
Threshold
competences

Better than competitors’
and difficult to imitate

Unique
Unique
resources

Core
competencies

Value Chain Analysis - Porter
• The value chain describes the activities within
and around an organisation which together
create a product or service.
• Primary activities: are directly concerned with
the creation or delivery of a product or service
• Support Activities: this help to improve the
effectiveness or efficiency of primary activities

VCA Model

Mckinsey 7s Model

Elements of Mckinsey’s 7s Model
Hard Elements

Soft Elements

• Strategy



Shared Values

• Structure



Skills



Style



Staff



"Soft" elements, on the other hand,
can be more difficult to describe,
and are less tangible and more
influenced by culture. However,
these soft elements are as
important as...
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