THE STRATEGIC MARKETING PROCESS

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Presentation transcript:

THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE Step 1: Situation (SWOT) Analysis

Internal Resources 2-3

THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE Step 1: Situation (SWOT) Analysis

Growth Opportunities 2-5

Analyze External Environment 3-6

Threats – 5 Forces Model 2-7

THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE Step 2: Market-Product Focus and Goal Setting Market Segmentation Points of Difference Positioning 2-8

Perceptual Maps 2-9

THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE Step 3: Marketing Program

THE STRATEGIC MARKETING PROCESS THE IMPLEMENTATION PHASE Step 4: Implementation

THE STRATEGIC MARKETING PROCESS THE EVALUATION PHASE Step 5: Evaluation

FIGURE 3-1 Environmental forces affect the organization, its suppliers, and its customers 3-14

SOCIAL FORCES DEMOGRAPHICS—THE AMERICAN HOUSEHOLD

SOCIAL FORCES DEMOGRAPHICS—GENERATIONAL COHORTS 76 million 3-16

Why use ethic and regional marketing promotions? 3-17

The Changing Attitudes and Roles of Men and Women SOCIAL FORCES CULTURE The Changing Attitudes and Roles of Men and Women 3-18

TECHNOLOGICAL FORCES Technology ITS FUTURE AND IMPACT ON CUSTOMER VALUE Technology

TECHNOLOGICAL FORCES Biomimicry ITS FUTURE AND IMPACT ON CUSTOMER VALUE Biomimicry

ECONOMIC FORCES THE OUTLOOK 2050 Rank Country Name 2000GDP 2010 GDP CHN China 1078 2998 7070 14312 26439 44453 * EU European Union * 9395 12965 16861 21075 28323 35288 2 USA United States 9825 13271 16415 20833 27229 35165 3 IND India 469 929 2104 4935 12367 27803 4 JPN Japan 4176 4601 5221 5810 6039 6673 5 BRA Brazil 762 668 1333 2189 3740 6074 6 RUS Russia 391 847 1741 2980 4467 5870 7 UK United Kingdom 1437 1876 2285 2649 3201 3782 8 GER Germany 1875 2212 2524 2697 3147 3603 9 FRA France 1311 1622 1930 2267 2668 3148 10 ITA Italy 1337 1553 1671 1788 2061

ECONOMIC FORCES CONSUMER INCOME Disposable Income Discretionary Income 3-22

COMPETITIVE FORCES COMPONENTS OF COMPETITION 3-23

Continuum of competition 3-24

REGULATORY FORCES Regulation Child protection act FEDERAL LEGISLATION Regulation Child protection act Consumer product safety act Fair packaging and labeling act Nutritional labeling and education act Deceptive pricing laws Deceptive advertising laws Privacy laws 3-25