Why strategic promoting?
-Draw up a business plan -Negociate finances with advertising department -Gain efficiency in marketing office auditing -Be able to examine and price a industry’s marketing strategy
-Understand the diference between Strategic and Tactical advertising -Be able to work out a strategic marketing organizing process -Fully understand the essence of proper marketing: the STP method -Be capable of work out a STP by using a case study applied as a guiding thread -Grasp Brand Management an put into practice the principles
Definition of strategy and tactical marketing
Corporate and business
Strategic Organization Unit
-Define the corporation mission and values (annual report)
oReflects management's vision of what the business seeks to perform
oDescribes an company purpose with regards to its clients, products/services, market segments, philosophy, and technology
o Inspires and difficulties employees to perform what is appreciated by the organization and its customers
oKey questions for the mission declaration
п‚§ Precisely what is our business? Who is the consumer?
What is of value to the customer? And what will our organization be? What should each of our business always be?
-Define the company and set up Strategic Sections (SBU) --
Assess Development Opportunities 21/09/2010
Strategic Organization Unit to Organizational product which revenue a group of recognized products u... to a band of identified clients o... facing an determined group of competitor oBusiness Portfolio Selection oCompetitive advantage classification
Product oMarketing Plan
The Marketing Planning Process
An organized process Leeds to a synchronised set of advertising decisions/actions Protects a specific period for a certain organization Consumer focused
- - -- -
Strength: What the organization excellent at performing or some feature that gives this an important capacity.
Weaknesses: What an organization falls short of or truly does poorly in accordance with other companies
Opportunities: Improvements or conditions in the environment that have beneficial implications for the organization.
The of customer needs an interest in which there is a high probability that a firm can profitably satisfy that require.
Threats: Present dangers to welfare (" bien-ГЄtreвЂќ) in the organization. External analysis
Macro Environment Pushes
- Market - Economic - Technical - Personal вЂ“ legal - Cultural вЂ“ social
Actors - Market (quantitative)
- Buyers (needs, awareness, behavior) - Competitors- Suppliers - Suppliers
Question might after a SWOT analysis:
-Which strengths represent distinctive competencies? Do they compare beneficial with what are believed to be marketplace or sector seccess requirement?
-Which disadvantages disqulify the corporation drom pursing certain opportunities?
-Does a pattern emerfe from the SWOT analysisShould the company limit on its own to those options where it possesses the necessary strengths? Ought it to consider chances that mean......