1. Resources
Ansoff matrix for Nokia
HW Ansoff matrix worksheet

2. Selecting marketing strategies

3. Lesson objectives Explain the meaning of marketing strategies
Introduce the four strategies of the Ansoff matrix

4. Analysing markets and marketing
What type of forecasting might be used in each of the following six cases? Justify your views.
1. Predicting sales of raincoats in November.
2. Forecasting the sales of fashion accessories.
3. Predicting the likely attendance at a football match.
4. Investigating how customers might react to a price cut.
5. Forecasting sales of plain black socks.
6. Estimating sales of a newly patented invention.

5. Selecting Marketing Strategies
A market analysis should enable a marketing manager to understand where the market is and where it is going.
This should feed into developing a marketing plan.
The Marketing Strategy is the long-term marketing plan aimed at achieving the marketing objectives.

6. The basic idea behind the marketing model
Analysis of where we are
Review
Determining how we compete
Developing a plan

7. Marketing Model Setting Marketing Objectives
Constraints
1.Objectives
2. Market information & analysis
3. Alternatives & choices
4. Planning the marketing mix
5. Control & review
Budgetary Control
Draft market plans
Market research
Forecasting
Setting Marketing Objectives
Gathering data needed to decide on a strategy
Assessing alternative marketing strategies & implementing the choices
Planning & implementing the marketing mix, in accordance with the strategy
Controlling & reviewing the outcome of marketing decisions

8. STP Businesses have to identify what segments exist in a market.
SEGMENTATION
Then they decide which segments they want to target.
TARGETING
Then they decide how to position themselves.
POSITIONING
The requirements of each segment differ. So effective marketing requires managers to understand these needs, decide on which segments are likely o be profitable for the business and then develop appropriate plans.

9. The challenges facing Nokia
To boost sales Nokia could target
existing customers to get them to upgrade
iPhone / Android customers to get them switch
Blackberry users to get them to switch
Current non-Smartphone users (older people?)
Each of these would be a different strategy to achieve the same objective of increasing sales.
Which of the above strategies would you recommend and why?

10. Write your ideas on your sheet for what you think this might involve.
What might Nokia do if…
Write your ideas on your sheet for what you think this might involve.
It was trying to develop new products and offering these to existing customers?
It was trying to sell more to existing customers?
It was trying to target new segments of its existing market?
It wanted to offer new products to new markets.

11. What might Nokia do if…

12. Ansoff’s matrix… Market penetration New Product Development
products
Existing
New
Market penetration
New Product Development
Existing
MARKETS
Market Development
Diversification
New

13. Homework Using Coca Cola to Explain Ansoff’s Matrix
Answer all three questions in no more than two sides of A4