1. MARKETING PLANNING internal business resources
Karolina Janiszewska
MARKETING PLANNING internal business resources
WSJO HND in Bussiness
Marketing Plan

2. Business resources can usefully be grouped under several categories
Financial Resources
Human Resources
Physical Resources
Intangible Resources
WSJO HND in Bussiness
Marketing Plan

3. Financial Resources
Financial resources concern the ability of the business to "finance" its chosen strategy.
For example, a strategy that requires significant investment in new products, distribution channels, production capacity and working capital will place great strain on the business finances.
Such a strategy needs to be very carefully managed from a finance point-of-view.
WSJO HND in Bussiness
Marketing Plan

4. An audit of financial resources would include assessment of the following factors
Existing finance funds
Cash balances
Bank overdraft
Bank and other loans
Working capital (e.g. stocks, debtors) already invested in the business
Creditors (suppliers, government)
Ability to raise new funds
Strength of relationships with existing investors and lenders
Attractiveness of the market in which the business operates (i.e. is it a market that is attracting investment generally?)
WSJO HND in Bussiness
Marketing Plan

5. Human Resources
The heart of the issue with Human Resources is the skills-base of the business.
What skills does the business already possess?
Are they sufficient to meet the needs of the chosen strategy?
Could the skills-base be flexed/stretched to meet the new requirements? An audit of human resources would include assessment of the following factors:
WSJO HND in Bussiness
Marketing Plan

6. An audit of human resources would include assessment of the following factors
Existing staffing resources
Numbers of staff by function, location, grade, experience, qualification, remuneration
Existing rate of staff loss
Overall standard of training and specific training standards in key roles
Assessment of key "intangibles" - e.g. morale, business culture
Changes required to resources
What changes to the organisation of the business are included in the strategy (e.g. change of location, new locations, new products)?
What incremental human resources are required?
WSJO HND in Bussiness
Marketing Plan

7. Physical Resources
The category of physical resources covers wide range of operational resources concerned with the physical capability to deliver a strategy
WSJO HND in Bussiness
Marketing Plan

8. Physical Resources include
Production facilities
Location of existing production facilities; capacity; investment and maintenance requirements
Current production processes - quality; method & organisation
Extent to which production requirements of the strategy can be delivered by existing facilities
Marketing facilities
Marketing management process
Distribution channels
Information technology
IT systems
Integration with customers and suppliers
WSJO HND in Bussiness
Marketing Plan

9. Intangible Resources
It is easy to ignore the intangible resources of a business when assessing how to deliver a strategy - but they can be crucial.
WSJO HND in Bussiness
Marketing Plan

10. Intangibles include
Goodwill The difference between the value of the tangible assets of the business and the actual value of the business (what someone would be prepared to pay for it)
Brands Strong brands are often the key factor in whether a growth strategy is a success or failure
Intellectual Property Key commercial rights protected by patents and trademarks may be an important factor in the strategy
WSJO HND in Bussiness
Marketing Plan

11. Strategic resource balance sheet
evaluation -2 -1 1 2
Financial Resources
Bank overdraft
Bank and other loans
Cash balances
Human Resources
rate of staff loss
staff experience, qualification
Physical Resources
Intangible Resources
WSJO HND in Bussiness
Marketing Plan

12. Product Life Cycle
The stages through which individual products develop over time is called commonly known as the Product Life Cycle.
The classic product life cycle has four stages
introduction
growth
maturity
decline.
WSJO HND in Bussiness
Marketing Plan

13. PLC introduction growth maturity decline sales time
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14. Introduction Stage
At the Introduction (or development) stage market size and growth is slight.
It is possible that substantial research and development costs have been incurred in getting the product to this stage.
In addition, marketing costs may be high in order to test the market, undergo launch promotion and set up distribution channels.
It is highly unlikely that companies will make profits on products at the Introduction Stage.
Products at this stage have to be carefully monitored to ensure that they start to grow. Otherwise, the best option may be to withdraw or end the product.
WSJO HND in Bussiness
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15. Growth Stage
The Growth Stage is characterised by rapid growth in sales and profits.
Profits arise due to an increase in output (economies of scale) and possibly better prices.
At this stage, it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the market.
Accordingly, significant promotional resources are traditionally invested in products that are firmly in the Growth Stage.
WSJO HND in Bussiness
Marketing Plan

16. Maturity Stage
The Maturity Stage is, perhaps, the most common stage for all markets.
Iit is in this stage that competition is most intense as companies fight to maintain their market share.
Here, both marketing and finance become key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors.
The Maturity Stage is the time when most profit is earned by the market as a whole. Any expenditure on research and development is likely to be restricted to product modification and improvement and perhaps to improve production efficiency and quality.
WSJO HND in Bussiness
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17. Decline Stage
In the Decline Stage, the market is shrinking, reducing the overall amount of profit that can be shared amongst the remaining competitors.
At this stage, great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer production to a cheaper facility, sell the product into other, cheaper markets.
Care should be taken to control the amount of stocks of the product. Ultimately, depending on whether the product remains profitable, a company may decide to end the product.
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18. ? BCG Matrix STARS CASH COWS DOGS Market growth rate Market share high
low
low
high
Market share
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19. All internal company resources creates strengths or weaknesses
WSJO HND in Bussiness
Marketing Plan