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Key principles in IBE

Inner:
Core idealogy ­>
Middle:
TM ; 
offer; 
how can you improve; 
how competitive is industry (middle) ­>
Outer circle of influence:
environment 

Core of Marketing:
Product; price; distribution; promotion; brand; consumer behavoiur; competitive 
advantage; differentiation; marketing plan; marketing research; international marketing.

What we need for Planning Marketing:


(in order of importance)
1. Leadership
Strategy as a process and management style
2. Today and the future
­Today: industry competitiveness; what we offer; makes us successful...
­Tomorrow: politics; society; economics; law; technology
3. Core ideology 
­What business; what we stand for; priorities; passions; attitudes
4. Vision
­Timeframed
5. Objectives
6. Action Steps
­Human Resources; financial services; IT....

Planning Marketing (a plan to make a plan)


1. Present situation ­what is it, what we do, who is customers (not TM), their needs, how 
to satisfy them; who is competitors
2. Future direction/objectives ­ Set Marketing objectives, what should we do, who should 
we do;
­ Define mission, corp objectives,
­ Identify+Asses market opportunities
3. TM; Segmentation, Market Mixing
­What is marketing strategy
­Who is TM ­ what mix do we offer?
­ Select a segment and consider various mixes
4. Market Mix Strategies
­asses & select a mix
­marketing action programmes
­marketing budget
5. Marketing implementation & control
­organizing, directing and coordinating (implement)
­control measure if required (if it all goes shitty)

Plan a marketing strategy (for real this time)


1. Define Mission
(choose the offer and the TM, which needs are satisfied)
2. Find and asses opportunities
SWOT it!
3. Select TM Segments
Analyse customer/ competitor/ asses potential (eg. buying power) 
4. Set Marketing Objectives
(consider mssion/opportunity/segment)
5. Design Marketing Mix Strategy
Use TM segment and Marketing Objective to design a mix
Create competitive advantage
Position relative to the competition
Write a marketing budget
6. Implementation and Control

Competitive Advantages:
Organisational:
big economies; flexibility; size; response speed; past performance; reputation
Departmental/Functional:
Marketing: Customer Base; cstmr knowledge; pricing; advertising; distribution; sales 
force; reputation
Research: Techology; Patents
Production: Technology, efficiency, big economy; experience, quality, manufacturing 
flexibility
Personnel: Good Relations; Work Force Flexibility
External Bodies:
Loyalty; Channel Control; preferential political/legislative treatment; monopolies;  
Why do marketing/branding strategy?
Control the future:
­watch changing market environment
­make sense of difficult issues
­know how to change business direction
­strengthen position to make entry barriers for competition
Focus ur People
­clarify purpose
­find opportunities/potential problems
­force managers to be coherent
­highlight weak areas
­increase growth/profit
­employee development
­create a corporate framework for budgets
Increase leadership skills
­make everyone smarter
­management must learn to think and do
Improve communication
­across departments, thinkin the same
­co­ordination + co­operation
­push strategic issues to leadership
More entrepreneurial spirit!
­increase motivation, passion for 'doing things right' this shit makes me wanna 
spew.

Marketing strategy segmentated


Grand strategy (the whole company): 
industry future; competitive advantage; in/out environment; core ideology; success 
measure
Business Unit Strategy (a department or segment):
Synergize with corp objectives (the grand ones); business trends, changes, issues; 
objectives; strategies; product+improvement; issues in the unit; performance measure
Individual Strategy (About the people, man)
Align with grand strategy, esp. ideology; develop skills; working plans, projects; 
performance/success reward (incentives)

Making a mission (as easy as baking a cake, a really boring cakE)
How
­creative; innovative; reliable; 
­distribution channels
­advertising
What (is the solution)
­Specialised solutions
­Superior knowledge/skills
­Unique positioning; high quality; differentiated
Who 
­Target market: clients; niche; international; global
­Stakeholders: Shareholders; employees; community
To Be: The best/leading
bleh 
in South Africa / The World
To: Maximise shareholder value/ achieve one billion percent growth, be socially aware

Segmentation by:
Benefits Sought; Usage Level; Application; Organization Type; Geographic Location; 
Customer Loyalty; Price Sensitivity
Customer Motivation: what in ur product do they value most; their objectives
UnMet Needs: why not satisfied?; severity & incidence of problems; do
unmet needs = competitor's advantage?