1. Marketing Operations Location
THINGS TO REVISE
Marketing
Operations
Location

2. MARKETING
What is it?
The anticipation, identification and fulfilment of consumer needs
GIVING THE CUSTOMER WHAT THEY WANT

3. MARKET RESEARCH Finding out what the customer wants
Methods of Research
Primary Field – questionnaires, interviews
Secondary Desk – newspapers, internet
It is important to use both methods of research to get a good overall picture of the market.
Market Research is essential but not always accurate – can be biased

4. Product or Market Orientation
PRIORITY IS THE NEEDS OF THE CONSUMER
Market Orientation
PRIORITY IS THE QUALITY AND DESIGN OF THE PRODUCT
Product Orientation

5. THE MARKETING MIX THE 4 P’S
Get the right product at the right price with the right promotion to the right place

6. 1. PRODUCT The product should be fit for the purpose
Good product design
Catchy name
Will have a product life cycle:-

7. PRODUCT LIFE CYCLE Development TIME – years or months?? Maturity
Sales
units
TIME – years or months??
Introduction
Growth
Maturity
Decline

8. Extension strategies a b c A – product has reached maturity
B – introduction of 1st ext strategy
C – use of 2nd ext strategy

9. Examples Change the packaging Add new ingredients Change the design
Update the materials
Change the colour
Have a new advertising campaign

10. More Product Product Range Product Portfolio Product Differentiation
Brand Loyalty – Branding

11. PRICE Pricing Strategies – long term Pricing Methods – short term
High Price
Market Price
Low Price
Pricing Methods – short term
Price Skimming
Penetration Pricing etc

12. PROMOTION Advertising – different types
Persuasive, informative
Sales Promotion – various methods
BOGOF
Discounts
Competitions
Vouchers

13. PLACES FOR PROMOTION
Choose the appropriate promotion to suit your market segment
Type of newspaper
Time on television
Before a particular film

14. PLACE
Make sure you sell your product in the right place and get it there on time
Channel of Distribution
Through a retailer or wholesaler or direct to consumer
Method of distribution – train, plane, road air etc

15. OPERATIONS - PRODUCTION
MANUFACTURE

16. METHODS OF PRODUCTION Job Batch Flow Mass Cell Lean Production
Just in Time Production
When should each of these be used and why?

17. Stock Control Minimum Level Maximum Level Reorder Level Lead Time
Buffer Stock
The diagram that shows good stock control:-
Why do we set these
levels?

18. Stock Control Diagram

19. JUST IN TIME STOCK CONTROL
Goods arrive Just in Time to be used
No large quantities of stock hanging around
Cost of storing stock reduced
No waste or goods going out of date
Really crucial that suppliers are good
Can’t afford to run out of stock

20. QUALITY Quality Control Total Quality Management
Kaizen – continuous improvement
Japan
What’s the difference and why do businesses use TQM more and more

21. Where should a business locate?
LOCATION OF INDUSTRY
Where should a business locate?

22. IMPORTANT FACTORS Raw materials Distance to market Staff availability
Land availability
Transport costs
Infrastructure

23. What else…………… Government grants Component businesses
Communication Network
European Union
Footloose Business?

24. Government Assistance
REGIONAL POLICY
High Unemployment
Dereliction
Poor infrastructure
Lack of skills
Grants can be given – Local or Central Government

25. LOCAL Start up grants Research and devt grants Relocation grants
Job creation grants
Reduced rate loans
Advice on finance
Free rent and rates

26. CENTRAL Assisted Areas Regional Selective Assistance
Regional Enterprise Grants
Enterprise Zones
Urban Development
Training and Enterprise

27. EUROPEAN UNION 5 MAIN ASPECTS
The Single Market – free movement of labour
Inward Investment – movement of non EU businesses into the EU
The Social Charter – looking after people
Regional Policy – Grants and Loans
Monetary Union – The Euro

28. GLOBALISATION We live in a global world
Increase in trade around the world because of
Transportation
Communication
No barriers to trade
Increase in multinationals

29. LOCATION PPQ