Needs and Wants

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Wed 4 Aug 2010

MARK922 Marketing Management
Lecture Week 2 – Ms Leanne Brereton
Chapter 2 Strategic Marketing and Planning Chapter 15 Ethics and Marketing Compliance Slides developed by L. Brereton based on Kotler, P. Adam, S. Denize, S. and Armstrong, G. (2009) Wed 4 Aug 2010 MARK922

Strategic Marketing and Planning
Learning Objectives 1. Explain strategic planning. 2. Describe the marketing management and planning process. 3. 3 Identify the sections of a marketing plan and specify the contents of each section. 4. Discuss the development of marketing strategy and its implementation. 5. Explain the ways in which marketing organisations control and evaluate their marketing performance. Wed 4 Aug 2010 MARK922

Strategic Marketing and Planning
Topics to Cover Strategic Planning Marketing Management and Planning The Nature and Contents of a Marketing Plan Evaluating the Marketing Plan Implementing the Marketing Plan Controlling and Evaluating Performance

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Learning activity
Working with the person on your left, plan a journey to another country. What are some key decisions you have to make? What steps do you have to take to reach your destination?

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Strategic Planning
What is it? Definition: The process of developing and maintaining a strategic fit between the organisation’s goals and capabilities in the light of changing marketing opportunities. It relies on developing a clear: Company mission Objectives Sound Business Portfolio Coordinated Functional Strategies MARK922

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What’s the benefit?
Problem: Managers are often too busy and have no time for planning. So why do it? Encourages managers to think ahead systematically i.e. understand how they can compete for the future. Forces organisations to sharpen objectives and policies policies. Leads to better coordination of organisational efforts. Provides clearer performance standards for control. Help make sense of a changing environment. Resurgence in the process of scenario planning. Organisations failing to plan are planning to fail.

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The Strategy Hierarchy

Figure 2.1 The Strategy Hierarchy p. 51 Kotler et al
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Marketing Management and Planning
This involves four levels of decision making:
The corporate. The divisional. The business unit. Product levels. P d tl l

The organisation’s head office is responsible for a corporate strategic plan, each division develops a divisional plan that cover the allocation of funds to each SBU in the division. Marketing plans operate at two levels, the strategic and tactical. Wed 4 Aug 2010 MARK922

Relationship between analysis and planning

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A Case Study: Coles Supermarkets
SMH article: “Attention to detail key in Coles makeover.” July 31

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The Nature and Contents of a Marketing Plan

Table 2.1 Kotler et al (2009) p. 56 Contents of a Marketing Plan Wed 4 Aug 2010 MARK922

Case Study: Wellbeing
Click on this link to view the Wellbeing video case study
While you are watching and listening, think about how the parts relate or not! eg Do the strategies make sense in relation to the situation analysis? Do they have sufficient budget to implement their action plan? Are they building on their strengths and utilising opportunities? Wed 4 Aug 2010 MARK922

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Evaluating the Marketing Plan
How does your marketing plan measure up?
Do your marketing objectives relate directly to the company’s strategic initiatives? Do your marketing objectives relate directly to what you learned i your situational analysis? l d in it ti l l i ? Do your marketing objectives relate directly to the capacity of your current marketing mix to handle them? Do your marketing objectives relate directly to your business’s strengths and to the opportunities...
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