The Marketing Planning Process MMoser Associates

Topics: Marketing plan, Design, Marketing Pages: 27 (15193 words) Published: February 15, 2015
Unit 01: The
Marketing
Planning
Process

25th May

2012

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Membership Unit
01: The Marketing
Planning Process

Unit 01: The Marketing Planning Process

Membership #:14071237

Table of Contents
EXECUTIVE SUMMARY

03

TASK 01. MARKETING AUDIT
1. EXTERNAL AUDIT
1.1 PESTEL ANALYIS
1.2 COMPETITIVE ENVIRONMENT
1.2.1 PORTER’S FIVE FORCES MODEL
1.2.2 COMPETITOR ANALYSIS
1.2.3 CUSTOMER SEGMENTATION

2. INTERNAL AUDIT
2.1 MARKETING OBJECTIVES
2.2 SERVICE PORTIFOLIO ANALYSIS

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06
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07

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TASK 02. MARKETING PLAN
1. MMOSER MISSION
2. EXTERNAL AUDIT SUMMARY
3. INTERNAL AUDIT SUMMARY
4. MARKETING OBJECTIVES
4.1 SALES
4.2 REVENUE
4.3 CUSTOMER BASE
5. SUMMARY OF MARKETING
5.1 SEGMENTATION
5.2 TARGETING
5.3 POSITIONING
5.4 ANSOFF MATRIX
5.5 BRANDING
5.6 TACTICS MARKETING MIX
5.6.1 PRODUCT LIFE CYCLE
5.6.2 PRODUCT / VALUE
5.6.3 PRICE / VALUE
5.6.4 PROMOTION
5.6.5 PLACE/CHANNELS TO MARKET
5.6.6 3Ps

5.7 MARKETING TIMELINE & BUDGET
5.8 CONTROL AND MONITORING
5.8.5 QUALITATIVE
5.8.6 QUANTITATIVE

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TASK 03. REPORT
1. PONDING TO THE EXTERNAL ENVIRONMENT
2. CHALLENGES OF UNDERTAKING THE AUDIT
3. MARKETING MIX TACTICS TO ACHIEVE
THE MARKETING OBJECTIVES
4. FUTURES CHALLENGES AND SOLUTIONS

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REFERENCES

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APPENDIX

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25th May, 2012

Unit 01: The Marketing Planning Process

Membership #:14071237

EXECUTIVE SUMMARY
MMoser Associates is as design led design & build company. Their core business is to provide interior design and construction services to corporate clients and act as a trusted advisor. They believe that building strong relationships with their clients is the best way to keep them away from competitors.

The architectural and interior design market is changing considerably. Companies that before, were considered to be hard beat and were used as a quality reference are now being replaced with more modest companies that could perform the same task, with lower budgets and providing considerable client’s satisfaction. As shown on the Pestel analysis on the marketing audit, the impact of economic instability is probably the main factor that is affecting how interiors design companies are operating. The “dictatorship of the cash flow” seems to be predominant. Companies that promise to provide same result at a lower cost are having their time now. MMoser sits in between a high end interior design consultancy and build company. They offer design with the intention to sell also the build. On the following scenarios, the factors that affect MMoser business internally and externally are highlighted. These scenarios were chosen based on the influences of the property market, general construction / fit out market in the UK and the interior design companies. Another important influence is done by clients increasing requirements of technology, flexibility, agility and cost value solutions to build their workplace environments.

On the external scenarios the main points raised that will affect the company on short to medium term will be the economic instability leading to a decrease on spend in relocation and increase on refurbishment work with lower value. An additional scenario that can potentially affect the company in a medium term is the decrease of office spaces in 40% by 2017 as stated by Corenet.

The sociological...

References: Burk Word, (2010) Essential guide to marketing
Property week, Eurozone immunity article By Steve Norris (2012) accessed 12th April, 2012.
http://www.propertyweek.com/comment/opinion/britain-has-no-immunity-from-threat-of-eurozonecontagion/5033264.article
The guardian, Julia Kollewe (21st February) accessed on 23rd April, 2012, accessed 12th April, 2012.
Five Years (2012), accessed on 23rd April, 2012
http://www.corenetglobal.org/files/home/info_center/global_press_releases/pdf/pr120227_officespace.pdf
Office Wars, Report by Orange Box (2012) accessed on 23rd April, 2012.
USGB council, LEED Reference guide (2009)
Metropolis Property Research, MIPIM March (2011)
Kotler et al (2008, p156), principles of Marketing. 5th European Edityion, Harlow, Prentice Halls
Lancaster, G
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25th May, 2012
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