Strategic Marketing EBMA 3715 Unit 14 (Chapter 14)
- 1. Unit 14: Marketing Planning
- 5. Ch 1, 3 & 12 Ch 4 Ch 6, 7 & 13 Ch 9 Ch 10 & 11 Ch 8 Ch 2 Ch 5 Ch 14 & 15
- 10. Chapter 2 (Environment –PAST) Chapter 5 (Research) Chapter 15 (Metrics) Step 1: Historical Evaluation Page 7
- 11. Chapter 2 Step 2: Environmental Analysis
- 12. SWOT ANALYSIS + POSITIVE Helpful to achieving the objectives - NEGATIVE Harmful to achieving the objectives MICRO-ENVIRONMENT Internal (controllable) Attributes of the organization STRENGTHS (to build on) WEAKNESS ES (to overcome) MACRO-ENVIRONMENT External (uncontrollable) Attributes of the environment OPPORTUNITI ES (to take advantage of) THREATS (to avoid)
- 14. Step 4: Marketing Goals Page 8 / 17-22
- 16. A high rate of return on investment An increase in sales An increase in market share Continued growth Four secondary market and market objectives pursued:
- 17. Step 5: Formulate Strategy Page 11
- 19. Strategiccompetitive positions: Market leader Market challenger Market follower Market specialist (Nicher)
- 20. Budget {Planning and Control} Monitoring and Control methods Provision for contingency plans Step 6: Rest of the Plan Page 18- 19
- 21. Step 7: Reviewing plans Page 20- 22
- 23.  BCG matrix  Market attractiveness-enterprise model Planning Models
- 24. Measures SBU’s relative largest competitors : • Annual growth rate • Market share
- 25. The NIVEA brand now extends to eight product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. NIVEA’s traditional Body Care, Face Care and Nivea Cream range has dominated the market share in the industry over the years, but has recently been associated with low growth rates. On the other hand, Nivea’s newer offerings, including their Shower Care, Men’s Care and Sun Care lines has caught the industry’s attention, with reports indicating high rates of growth and market share success. The company believes in continuous innovation and this
- 27. NIVEA’s traditional Body Care, Face Care and Nivea Cream range has dominated the market share in the industry over the years, but has recently been associated with low growth rates. On the other hand, Nivea’s newer offerings, including their Shower Care, Men’s Care and Sun Care lines has caught the industry’s attention, with reports indicating high rates of growth and market share success. The company believes in continuous
- 28. STARS - Shower Care - Mens Care - Sun Care PROBLEM CHILD - NIVEA Soft - Deodorants CASH COWS - Body Care - Face Care - NIVEA Creme DOGS High Low High Low
- 30. Market attractiveness-enterprise strength model Market-attractiveness position variables: Market segment Market growth rate Profit margin Competitors Economic conditions Technological changes Socio-cultural changes Action by authorities Enterprise strength variables: Market share Profitability Technology Product quality Resources Knowledge of the market
- 36. • 5% of work force understand the strategy Vision Barrier • ONLY 25% of Managers have objectives and incentives that links to strategy People Barrier • Budget vs Strategic plan Resource Barrier • 85% of Manager spend LESS than 1 hour per month discussing strategy Management Barrier Barriers to Strategy Implementati on
- 37. Page 20- 22
Editor's Notes
- Implementation- all gears start working
- Implementation- all gears start working