1. The Marketing Plan
Chapter #2

2. Driving Directions
If we were all going to Disney Land today and you were driving what would you do first?
Do you know exactly how to get to Disney Land?
Who would you ask for help?

3. SWOT Analysis Good marketing relies on a good plan. S= Strengths
W= Weaknesses
O=Opportunities
T= Threats
An accurate analysis will help a company be more competitive and provide better guidance.

4. Internal Strengths and Weaknesses
Centers around –Company, Customer, and Competition

5. Company Analysis Staff Related Financial Questions
Production Capabilities
Marketing Mix (product, place, price, promotion)

6. Customer Analysis Who are they?
What, when, where and how much they buy?
Satisfaction

7. Competitive Position Market Share Advantages over competition
Core competencies – Reputation

8. External Opportunities and Threats
Competitive advantage due to external factors
Competition
Environmental Scan
Political
Economic
Socio Culture
Technological

9. Writing a Marketing Plan
A formal written document that directs a company’s activities for a specific period of time. It provides a road map to follow.

10. Elements of a Marketing Plan
Executive Summary – Overview of the entire plan.
Situation Analysis – SWOT
Goals and Objectives – What this plan will accomplish.
Marketing Strategies – Identifies target markets and sets marketing mix

11. Elements of a Marketing Plan CONT…
Implementation – Make the plan, work the plan – Getting a plan into action
Evaluation and Control – Measure and evaluation of the plan
Performance standards and evaluation
Appendix
Conclusion

12. Market Segmentation
The process of classifying people who form a given market into even smaller groups.
Demographics
Geographics
Psychographics

13. Demographics
Statistics that describe a population in terms of personal characteristics.
Age –Boomers, Gen X, Gen Y
Gender
Income
Marital Status
Ethnic Background

14. Geographics
Refers to segmentation of the market based on where people live

15. Psychographics
Activities
Attitudes
Personality and Values

16. Behavioral
Shopping patterns, usage rate

17. Mass Marketing Vs Segmentation