1. How do we go there goals setting and strategy
12-13 April 2017
How do we go there goals setting and strategy
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

2. Five Questions Who we are? Where we are (in which contest we are)?
How we are-perform in the market (SWOT analyses)?
Where do we want to go?
How do we go there?

3. GW III – Goals / Strategies (mktg Mix)
It is the focal moment of every mktg planning process.
TARGET
POSITIONING
VISION MISSION
ECONOMIC AND FINALCIAL EVALUATION
OBJECTIVES
STRATEGIES (MKTG MIX)
AVAILABLE RESSOURCES
ACTIONS (IMPLEMENTATION)
BASED ON

4. Marketing decisions
RESSOURCES
DECISIONS
CONSTRAINS
NEEDS AND EXPECTATIONS
FIRST A BROAD VIEW (WATCH THE FOREST, NOT THE TREE)

5. Where to go? The Goal Setting
SWOT Analysis
FROM 
Saturated Market
Well Known Brand/ Image
Leadership in innovation
Country or Origin low image
Poor location …
Objectives TO
Search for new markets
Entry in new Areas
New innovative products launch
Product/ Country repositioning
Improve image …… …

6. Marketing objectives
results, levels of performance, goals to be achieved
[Market share, reputation, neighborhood public ...]
  to determine the development or allow the survival.
Can be
qualitatives
quantitatives a
Have to be:
Hierarchized (which is more important, as the second, ..
quantifiable (numbers, weights, etc.).
realistic
consistent

7. examples
To become the market leader for new wines in the segment of "professionals" between the age of twenty-five and forty years
Improve brand awareness in the target audience.
Achieving a market share of 20% Obtaining a level of awareness of of the mark in at least 50% of consumers belonging to the selected target

8. examples
results that we intend to achieve within a certain time? (how soon: 3 months, 1 year, 2 years?)
Example of marketing objectives:
acquisition of x% / market share of number of visitors / distributor in Shanghai in WY sector
level of awareness
Opening of "n" shops/ achieving a number of outlets
launch of the Contest / competition in the web ___
Finalizing the Event ____in collaboration with ______
reaching the market "z" segment
acquiring new customers ... No.
maintaining customer level

9. About the Goals Reasonable (risk / results)
Compatible (resources / results)
adequate (environment / results)
Evolutionary (business / market
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10. INTERNATIONAL MARKETING (B) - Loretta Battaglia
About the strategy
details the marketing policies for achieving the goals set
Marketing and sales description of your strategies for market launch, marketing and the measures planned for sales promotion
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

11. INTERNATIONAL MARKETING (B) - Loretta Battaglia
Product
one single product for all segments or whether you want to adjust the product to meet the needs of individual segments
The same product of the origin country or a changed/ adapted/ product?
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

12. INTERNATIONAL MARKETING (B) - Loretta Battaglia
Pricing
The pricing strategy you choose depends on your goal: Do you want to penetrate the market quickly by going with a low price (penetration strategy)? Or do you want to generate the highest possible return from the outset (skimming strategy)?
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

13. INTERNATIONAL MARKETING (B) - Loretta Battaglia
place
The choice of distribution channel is influenced by various factors how many potential customers will you have? Are they companies or individuals? How do they prefer to shop? Does the product require explanation? Is it in an upper or lower price bracket?
Basically, you will have to consider whether your company will handle distribution itself, or whether a specialized operation will handle it for you.
Direct or multi channel
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

14. INTERNATIONAL MARKETING (B) - Loretta Battaglia
Third-party retailers. Products are sold via retailers who have good access to potential customer
Outside agents. Specialized companies act as agents for the distribution of products from various manufacturers. They take over the function of the in-house sales person.
Franchising. A business concept is put into practice independently by a franchisee who pays a licensing fee, whereby the franchiser maintains control of the business policies (McDonald's is an example of this). Franchising enables rapid geographic growth while ensuring control of the sales concept without huge personal investment
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

15. How to reach the objective? (define for each stated objective)
Product
Service
Experience
Price and Value to Customer
Distribution (direct, franchising,
Distributor.)
Communcation advertising, web below line, trade fairs)
…….….(others)

16. How to reach the objective? (define for each stated objective)
Partnerships
Agreements
Service
sustainability
certifications

17. Price: strategy, change the strategy, definition of the price ...
Detailed description of the actions For each strategy going into details
Product: new product development, existing product improvement, define ancillary services, brand, packaging, experience, ...
Price: strategy, change the strategy, definition of the price ...
Channels: strengthening existing channels, change the existing channels, new channels activation, networks and networks, web, ...
Communication: classical instruments, innovative means, theme and tone of communication, web,
Human Resources, Environment (physical and virtual), Context,

18. And also
which Partner
Which relationships and with whom? (i.e. a competitor, a distributor, a local chain, ....)
which service
What form of localization, adaptation to the market culture and local business:
Product, in whole or in part,
service, technology, methods to serve the market)
communication
the way to develop relationships with the market (such as the way to conduct business with sellers / distributors / ...)

19. To complete the marketing plan
Not included in Work Group
To complete the marketing plan
19/11/2018
INTERNATIONAL MARKETING (B) - Loretta Battaglia

20. Quantitative analysis the budget
quantification of the expected results from the decisions contained in the marketing plan
evaluate the development of the business operating results
evaluate the need for resources (personnel and equipment) needed
quantifying the agreed objectives at different levels of the organization
check during the course of fire, that what has been decided to be done
Made at different levels
product
Product lines
Usage/ Application
Client type
Location / Area
geography
ecc.
It provides a measure of the effectiveness / efficiency of mktg strategies and related programs of action !!!

21. How to write a marketing plan
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