Steps of the Marketing Plan

[Summary]
[Tatiana Albino n 17846]

Intro The marketing planning focuses on difining a viable path towards sucess. And sucess comes from growth and profit. But how to achieve those two important points, firms must have people wit core competences and liders with drive & commitment. It's fundamental that the liders. Por m o !arketing Planning that unites this two forces in order to satisf" the clients needs. The companies that walk this path are called marketing oriented companies. Those have to keep in mind these four matters# sucess, organi$ation, costumer needs, competitor. ever" marketing decision has both a positive and a negative effect. The positive usuall" come slowl", but the negatives rush in. %owever the marketing decisions that are ditated b" finances shouldn't be considered real marketing decisions, sure mone" is important but in the long term, a compan" is sustented b" its sucessful marketing decisions & steps of a marketing plan# Step 1) Audit Analysis: SWOT and TOWS (video 2) MARKETING AUDIT 'irst the managers should ask theirselves four (uestions# .)here are we now* .%ow did we get here* )here are we heading* )hat should be done* It is importante to evaluate from time to time how the business is doing. After answering those (uestions, managers should anal"se their strenghs, doing a +),T anal"sis. +trengths- )eaknesses- . internal ,pportunities-Threats . e/ternal

Step 2) Vision, Mission and Objectives

MARKETING MISSION After the audit, the anal"sis has to be followed b" the deffinition of a marketing mission. 0. defining the scope of the business

who are the costumers* what needs do the" have that we can serve* 1.defining the goal of the business 2. !arketing ob3ectives sales marketshare 4.Innovation o3ectives what satisfies the costumers toda" do not satisfies them tomorow . lifec"cle of the products 5. 6esource ,b3ectives the business has to be actrattive &.Productivit" ,b3ectives 7. +ocial ,b3ectives what the business do to and for the communit" 8.Profit ob3ectives depend on the others The more ambitious the objectives of the company are the more capital they need and the more rentability have to enerate to actrat capital! +tep 29 +trategic Priorities and :alue Innovation STATEGIC PRIORITIES The business has limited resources and the task of the managment is to channel those resources into the areas with the best potencial. At this time in the marketing plan managers have to anal"se and decide priorities. It's called Portfolio anal"sis, the term created b" Peter ;rucker. Peter ;rucker also wrote that produtos in an" compan" should be divided into & categories in order of priorit"# tomorrow's Breadwinners < new products toda"'s Businesses < provide profit" to finance the new products in.between categor" < pour perfomance with the possibilit" of turning their fate around with drastic action =cut cost or reposition9 >esterda"'s business < once winners, now obsolete Also 6ans < never reall" fullfil the e/pectations

'ailures < clear fails this helps to separate the ?stars? from the ?dogs?, it@s a crucial step to revitalising business. Mckinsey Matrix

Products should be place in this diagram conserning Industr" Attractiveness and the strength and position of the business. Acording to this, managers should prioriti$e the produtcs placed nearb" the up.left corner, where is high Industr" Attractiveness and high business strengh. An also the" should retraw produtcs wicth are placed in the oposite corner < with low industr" attractiveness and business strength. MARKETING STATEGY There are two points fundamental for the sucess of the maketing strateg"# A segmentation . identification and teaking advanteges of the target market segments. 0. different t"pes of costumers have different needs 1. different categories of costumers have different price sentitivities A positioning < formulating a diferential advantage 1 stages# 0.6esearch . identif" target market . identif" the main competitors . discover the choice criteria of teh costumers . find out how costumers evaluate "our brand and others brands along teh

choice criteria 1. +trateg" The product has to stand out from the crowd.There are two t"pes of positioning# Real positionin < creating ob3ective measurable differences valued b" costumers. It@s about changing the actual substance of the product. 6eal Positioning strategies# 0. Being the first 1. Bew attribute 2. +trenghten the current position 4. +earch for a new position Psicolo ic positionin < influencing peoples@s feelings about the brand, it@s about changing the costumer perception rather then the product. Psicologic Positioning strategies# 0. Altering belief about the brand 1. Altering attribute importance weights 2. ;epositon competitors brands Cnless the business creates a diferencial advantages then it@s forced to compete on price < it@s ver" hard to get profits. MARKETING MI! T"e #o$r P%s P6,;CDT =brand9 Easel" copied, the brand defends and creates value to the product, combined with costumer service. Ser&ice Drucial for 2 reasons# 0. +imilar produts can onl" be diferentiated b" costumer service 1. +ervices are also more difficult to cop" < the" depend on the culture and commitment to the organi$ation 2. Bad service has a high cost < managers are pa"ing more atention to this area P6IDE Price is usuall" definded b" formulas# estimated cost plus an arbitrar" margin for profit. But the price of the product has nothing to do with this. There are two factors that determine price#

A Perceived value of the brand to its target market A Ctilit" of the product If the product has a great diferential advantage, the price can be charged high. But if the product is a common product it has to be priced acording to the determined b" the market. P6,!,TI,B Includes advertising, direct marketing, selling and public relations. Task# get the target market to perceive the value that the organi$ation have put into the brand. Industrial market < personal selling is more important Donsumer market < advertising is more important PFADE =distribution9 2 criteria determines the choice of distribution# %ow is the target market* %ow comple/ is to demonstrate the diferential advantage* Is the distributor motivated* ACTION P'AN Ensures that the strateg" is implemented. )hat will be done* )hen will it be done* )ho is responsible for doing it*