MARKETING 160 – MODULE 3 Marketing mix, Mktg. Environment and Mktg MARKETING 160 – MODULE 3 Marketing mix, Mktg. Environment and Mktg. Info…building a Situational Analysis With Duane Weaver Please organize yourself into your team tables Prepare for iRAT

MODULE three Marketing mix, Mktg. Environment and Mktg MODULE three Marketing mix, Mktg. Environment and Mktg. Info…building a situational analysis iRAT tRAT Write Appeals Debrief and questions Team Exercise 1 – Ranking Questions Team Exercise 2 – Assessing Examples BREAK SUMMARY one team lesson learned Team Exercise 3 – BUILD Situational Analysis for your Brand EXIT Ticket OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

i-RAT You will have 8 minutes to complete the 10 question individual Readiness Assessment Test OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

8:00 i-RAT iRAT OUTLINE tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

i-RAT 4:30 6:00 4:00 1:00 5:00 2:00 2:30 5:30 1:30 3:30 TIMES UP! 7:00 3:00 0:30 6:30 OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

TIME IS UP! i-RAT iRAT OUTLINE tRAT APPEALS DEBRIEF EXERCISE 1 BREAK EXERCISE 3 EXIT TICKET

t-RAT Team readiness Assurance Test You will have 8 minutes OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

Decremental Scoring of Team RAT Remember time is limited! Right answer on: 1st try = 10 points 2nd try = 5 points 3rd try = 2 points 4th or 5th try = 0 points Don’t find the correct answer on the first try? Keep discussing and scratching to earn partial credit OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

8:00 t-RAT tRAT OUTLINE iRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

t-RAT 4:30 6:00 4:00 1:00 5:00 2:00 2:30 5:30 1:30 3:30 TIMES UP! 7:00 3:00 0:30 6:30 OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

TIME IS UP! T-RAT tRAT OUTLINE iRAT APPEALS DEBRIEF EXERCISE 1 BREAK EXERCISE 3 EXIT TICKET

Scoring your Team Rat Right answer on first try = 10 points Right answer on second try = 5 points Right answer on third try = 2 points Right answer on fourth or fifth try = 0 points OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

Keeping Track Please enter your iRAT and tRAT scores on the sheet provided in your team folder OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

TEAM SCORES? HOW DID YOUR TEAM DO? tRAT OUTLINE iRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

10 minutes Appeals Process You can appeal AS A TEAM any questions that you believe were misleading, unfair, or inaccurate. OPEN BOOK Appeal must be IN WRITING (see appeals forms in your folder) Include reasons and CITE EVIDENCE from the text to support your argument…OR… If your appeal is based on misleading language in the question, you must include ALTERNATE QUESTION WORDING. Appeals form in your folder OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

MODULE THREE Team ACTIVITY 1 of 3 COMPLETE TEAM ACTIVITY – SITUATIONAL ANALYSIS – QUESTIONS TO ASK: An article entitled: “What is Situational Analysis in Marketing?” lists several questions you can ask when building your situational analysis. From the list they present (see below on activity sheet in folder), as a team, RANK FROM 1 to 13 the MOST important (being 1) to the least important (being 13) to answer in a situation analysis. Be prepared to identify your most important and least important (be prepared to explain why). You have 8 minutes to decide. USE the MOST and LEAST sheets of paper to write your answers. Be prepared to REVEAL your MOST LIKELY answer first…at the same time. THE QUESTION IS IN YOUR TEAM FOLDERS. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

MODULE THREE Team ACTIVITY 1 of 3 TEAM ACTIVITY – SITUATIONAL ANALYSIS – QUESTIONS TO ASK: Be prepared to REVEAL your MOST IMPORTANT answer at the same time. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

MODULE THREE Team ACTIVITY 1 of 3 TEAM ACTIVITY – SITUATIONAL ANALYSIS – QUESTIONS TO ASK: Be prepared to REVEAL your LEAST IMPORTANT answer at the same time. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

MODULE THREE Team ACTIVITY 2 of 3 Situational analysis – BEST SAMPLE PLAN COMPLETE TEAM ACTIVITY: BEST SAMPLE SITUATIONAL ANALYSIS Looking at the FIVE SAMPLE SITUATIONAL ANALYSIS in your team folder (marked: A, B, C, D, E) take 15 minutes to look over the sample situational analyses. Select the one you feel is the BEST situational analysis. Use the ABCDE letters in your folders to REVEAL your answer when asked. Be prepared to explain why as a team you feel this is the BEST example of a situational analysis. Be prepared to REVEAL your answer at the same time. THE QUESTION IS IN YOUR TEAM FOLDERS. You have 15 minutes to decide. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

LET’s REVEAL OUR ANSWERS (A, B, C, D, E) on 3, 2, …. MODULE THREE Team ACTIVITY 2 of 3 Situational analysis – BEST SAMPLE PLAN LET’s REVEAL OUR ANSWERS (A, B, C, D, E) on 3, 2, …. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

MODULE THREE DEBRIEF DEBRIEF From our discussions today are there any further items about situational analysis that are still murky that you would like to discuss? OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

BREAK TIME TODAY we will BREAK for 15 minutes before the DEBATE BREAK OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

SUMMARY SITUATIONAL ANALYSIS Identify ONE lesson learned today as a team – let’s share. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

MODULE TWO Team ACTIVITY 3 of 3 COMPLETE TEAM ACTIVITY: Situational Analysis – Building Our Plan Discuss the data you have all brought today. Ask yourselves the questions on your activity sheet. Determine NEXT STEPS: Before you leave today identify what the team needs to do to build and complete your SITUATIONAL ANALYSIS plan. EXIT TICKET (as a team): Identify your BRAND (you plan to bring to Nanaimo) along with a brief (one paragraph) description of what the brand is and the benefits it has to offer. List your NEXT STEPS (as an action plan) that you will complete before next class. Remember for next class you also need to prepare for: building the SWOT Analysis, Objectives, TSP (Targeting, Segmenting and Positioning) framework and Marketing Mix Strategies (you may need deeper research to do this well) OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET

THANK YOU FOR YOUR TIME For next class: Please have read: CHP 4 (the Macro Environment pp. 123-136 and 141-144) CHP 7 (pp. 237-245, 247-257, 259, 261-266) CHP 5 (pp. 157-172, 174-177) Surf the net and/or peer reviewed marketing journals about building a marketing plan Download and familiarize yourself/review the remainder of the sample MARKETING PLAN (was posted for module three preparation) Come prepared with a completed type written situational analysis and researched evidence to help you build your SWOT, TSP framework, and Marketing Mix Strategies as a team next class. OUTLINE iRAT tRAT APPEALS DEBRIEF EXERCISE 1 EXERCISE 2 BREAK EXERCISE 3 EXIT TICKET