1. Mrs. Alexander-Harrison
The Marketing Plan

2. Marketing Planning
A SWOT analysis identifies a company’s internal strengths and weaknesses, as well as external opportunities and threats.
Internal strengths and weaknesses involve analysis of the company, its customers, and its competitive position
External opportunities and threats include political, economic, socio-cultural, and technological factors

3. Internal Strengths & Weakness
Strengths and weaknesses are internal factors that affect a business’s operations
The internal analysis centers around the 3 C’s
Company, customers, and competition
Company analysis answers questions about what a company does well
Asks questions about staff, finances, production, and the 4 Ps (price, product, promotion, place)

4. Marketing Customer Analysis Competitive Position Who are my customers?
How do groups of customers differ?
What, when, where, and how much do they buy?
Competitive Position
What is the company’s market share
What advantages does it have over its’ competitors?

5. PEST Analysis
PEST analysis is the scanning of outside influences on a company
Political issues
Do not call registry
Downloading music
Economic Factors
Recession
Unemployment
Currency rates
Import pricing
Trade restrictions-tariffs, embargos, quotas

6. PEST Analysis Socio-cultural factors Technology
Based customers and potential customers
Changes in their attitudes, lifestyles and opinions provides many opportunities and threats
Demographic factors such as: age, income, occupation, education level, and marital status
Technology
May be a threat to one company and an opportunity to another

7. Marketing Plan The elements of a marketing plan are: Executive summary
A brief overview of the entire marketing plan
Situation analysis
The study of internal and external factors that effect marketing strategies
Marketing goals/objectives are specific, single-minded, realistic, measurable, and are time framed
Marketing strategies
Identifies target markets and sets the marketing mix (product, price, promotion, & place)

8. Marketing Plan Implementation Evaluation/Control Appendix
Putting the plan in to action and managing it
Outlines a schedule of activities-job assignments, sales forecasts, budgets, and who is responsible for each activity
Evaluation/Control
Determines who objectives will be measured
Performance Standards are expectations for performance that reflect the plans objectives—the measuring stick
Appendix
Supplemental materials, such as financial statements, sample ads, and other material that supports the plan.

9. Market segmentation
Market segmentation classifies people in a given market into smaller groups.
Four methods of segmenting a market are:
Demographics
Geographic
Psychographics
Buying behavior

10. Demographic s Demographics describe a populations in terms of: Age
Baby boomers born between ; high spending power
Generation X followed baby boomers generation, need visuals, music, and a sense humor to reach these purchasers
Generation Y, as known as the Echo boomers or Millennium generation; racially/ethnically diverse

11. Demographic s Gender Income Marital status Ethnic background
Disposable income – the money left after taking out taxes
Discretionary income – the money left after paying for basic living expenses.
Marital status
Ethnic background

12. Geographic Geographic describes where the segment of the market lives
Local
State
Regional
National
Global

13. Psychographics
Psychographics involves grouping people with similar attitudes, interests, and opinions together
Also groups people together with similar lifestyles and values together

14. Behavioral Characteristics
Segmenting the market based on purchasing behavior involves analyzing people based on
Sales generated
Shopping patterns
Purchase decision making process
80/20 Rule
80% of a company’s sales are generated by 20% of loyal customers

15. Mass Marketing vs. Segmentation
Mass marketing involves using a single marketing strategy to reach all customers, a relatively low cost strategy
Niche marketing involves segmenting the market to a specific audience, clearly defining the target market—a costly process

16.  PEST area
 External influence
Information sources 
Political (includiing legal)
Equality, diversity and human rights legislation
Improving Working Lives Standard
Standards for Better Health 
CQC reports
NHS Employers In-Practice guide
IWL guidance
Care Quality Commission
 Economic
Alternative employment opportunities
Cost of living  
Department for Work and Pensions (DWP)
 Social
Employment/unemployment levels
Population size and structure
Balancing work and social time
Attitudes towards harassment and bullying
Community involvement in clinical quality issues
Association of Public Health
Improvement and Development Agency
Office for National Statistics
Technological
Improving access to health related information
The IT capabilities of your organization
The extent to which the organization uses e-learning and e- technology
NHS Connecting for Health
Electronic Staff Record
A PEST analysis helps you to consider what external influences are important and the extent to which any changes are significant for the future of your organization. It prompts you to ask:
What environmental factors are affecting the organization?
Which of these are most important?
Which are likely to be most important to the organization in the next few years?

17. Marketing Planning Example of a PEST analysis Political (incl. legal)
Employment legislation
Government directives
Financial policy
Economic
Interest rates / Inflation
Disposable income
Unemployment
Social
Population
demographics
Employment opportunities
Attitudes to work and leisure
Technological
Information technology
developments
New discoveries / developments