Professional Documents
Culture Documents
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Source: http://www.forbes.com/sites/sap/2012/12/03/6-stepsto-executing-a-content-strategy/
Session Outline
Welcome & Overview Nominate Student Representative Review & brief Recap of Module 1 Digging Deeper Module 2: Environmental Analysis; Market Information and Market Research Analysing Cases & Assessment Requirements for MM555 (details in separate presentation) Next Steps
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Review of Module 1
Reviewed the Marketing Management Framework & Expectations for the Unit Examined the various marketing orientations Investigated the link between expectations and customer satisfaction and why it is important to have satisfied customers. We reflected on the importance of creating value and developing customer relationships so that loyalty is built.
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
In each Module we encourage you to hunt out the latest news; explore the research and scan social media for whats new, whats important and what has piqued your interest on the topic of marketing
DIGGING DEEPER
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
A good online article highlighting the changing role of the Chief Marketing Officer and the shifting expectations that go with it. To deliver, CMOs will need to adopt new operational frameworks for harnessing the art, science and individuals involved.
Suketu Gandhi, Giovanni Rodriguez and Greg Banks, From Mad Man to Superwoman, Deloitte Univeristy Press Curtin University is a trademark of Curtin University of Technology URL http://dupress.com/articles/from-mad-man-to-superwoman-theCRICOS Provider Code 00301J legitimization-of-the-chief-marketing-officer/?ind=
Chan,Curtin K.W. & Mauborgne,R.1999. Creating new market space. University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J Harvard Business Review 77 (1): 83-93.
Chan,Curtin K.W. & Mauborgne,R.1999. Creating new market space. University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J Harvard Business Review 77 (1): 83-93.
Company
Or organisation. What is our Strategic Purpose? Capabilities? Weaknesses?
Context
Whats going on in the macro environment?
Collaborators
Who do we work with? Who are our partners?
Competitors
Who are our current and potential competitors? Where are they placed in the market?
Marketing Objectives
Focus for Module 2
Segmentation
Based on geographic, demographic, psychographic and/or behavioural factors
Targeting
Consider strategic fit; potential and defensibility against competition
Differentiation
Differentiating the market offering to create superior customer value
Your place in the market space Core benefit proposition Unique selling proposition Positioning Statement
Capture Value
Communicate Value
Integrated Marketing Communications (including Promotion)
Deliver Value
Price
Placement Logistics
The MM555 Marketing Management Framework draws on a number of sources including Iacobucci Curtin University is a trademark of Curtin University(2013), of Technology CRICOS Codeand 00301J Armstrong et Provider al (2012) Gibbs (2009) and includes the key factors which need to be taken into account when developing a comprehensive marketing strategy.
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Source: http://www.pepsico.com/Purpose/Performancewith-Purpose/Our-Business-and-Brands.html
Consumer Product Firms Industrial Product Firms Service Organisations Non Profit Organisations
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Source: Deloitte Website. Tracking the Trends This is about identifying opportunities and informed decision making
Company
Customer [&Collaborators]
You could use a SWOT analysis to bring these elements together and start to create meaningful information from the raw data
Context
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
SWOT
Examples of questions to explore
Strength
What do you do particularly well? What do you do that is unique in the marketplace? What do your customers/clients/patrons ask for you to do over and over again? What do you have the right tools/resources to accomplish?
Weaknesses
What do you not feel as comfortable doing? What needed resources, staff, or skills do you lack?
Internal Factors
Opportunities
Are there new situations coming down the road that you can take advantage of (new programs being offered, new faculty joining the department, new tools available to you)? Are there gaps in the market that you can fill? Are there partnerships that might be fruitful?
Threats
Who is your competition and what do they offer that you cant do as well or at all? Are there environmental changes or situations that could cause problems for you and your programs? What other roadblocks are being thrown in your path?
External Factors
The big question is So what..?! i.e. so what does this all mean? What are the implications of the information in each quadrant? A list on its own is of little value.
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Be SMART!
SETTING OBJECTIVES
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Specific
Objectives have to be specific and positively described.
Measurable
A goal achievement should be measurable.
Attainable
It should be attractive for the team to reach the goal.
Realistic
The objective needs to be achievable in a realistic way.
Timebound
The objective has to be set within a time frame.
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Corporate objectives
Measures such as ROI sit at the corporate level. Objectives would relate to things like Increase in sales, improvement of company image; greater brand awareness Specific objectives related to each area
Marketing objectives
Financial target
PR- objectives
Exhibition objectives
Advertisement objectives
Managing customer data, raise purchase interest, increasing popularity of brand; campaign specfiic objectives
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
These strategic choice models are often applied at the Corporate Level, but can be equally valuable at the SBU or Functional Level as indicated in this section.
Innovation Pentagram
!
Tracy and Wiersemas Approach
We will only review these in brief. Please refer to your text for more details.
GE Matrix
STRATEGIC OPTIONS
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New Products
Product Development e.g selling cheese to current customers that buy milk
Consider how Apple has or could - implement a strategy in each of these quadrants. Give examples. Which strategy do you think Apple primarily uses?
New markets
Market Development e.g selling chalk to not only schools, but also to kids
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
The BCG Matrix is based on the product life cycle theory. The assertion is that you should have both high growth products as well a cash generators. It has 2 dimensions (market share and market growth). The basic ideas is that the bigger the share or the faster the growth the better it is for the company.
Key
Each circle represents one of the organisations business units. However, this matrix can also be used to evaluate a product portfolio. Size of circle represents the relative size of the business unit in terms of revenue Implications: Stars: Fund so they can continue to grow Question marks: Review further investment or sell? Cash Cows: Milk funds to invest in more promising opportunities Dogs: Sell, abandon, or reposition for niche opportunities Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
6-33
High
A
Build selectively Selectively manage for earnings
Medium
B
Low Protect & refocus Manage for earnings
D
Divest
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Market Attractiveness
Market size Market growth rate Market profitability Pricing trends Competitive intensity/rivalry Risk of returns in the industry Entry barriers Demand variability Segmentation Distribution structure
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Subjective measurements across SBUs Process also highly subjective - from the selection and weighting of factors to the subsequent development of both a firms position and the market attractiveness Businesses may have been evaluated with respect to different criteria Sensitive to how a product market is defined
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Competitive Strategy
Risks of the Generic Strategies
Risks of Cost Leadership
Cost leadership is not sustained competitors imitate technology changes other bases for cost leadership erode Proximity in differentiation is lost
Risks of Differentiation
Differentiation is not sustained competitors imitate bases for differentiation become less important for buyers
Risks of Focus
The focus strategy is imitated The target segment becomes structurally unattractive structure erodes demand disappear Broadly targeted competitors overwhelm the segment the segments differences from other segments narrow the advantages of a broad line increase New focusers sub segment the industry
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Dr Margot Wood
Disciplines
Operational excellence: deliver products smoothly, reliably (e.g., Fandango,
TurboTax)
Product leadership: excellent quality; innovation (e.g., Apple, BMW) Customer intimacy: knowledge of customer needs (e.g., Amazon, Facebook)
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
38
Business system: With what kind of business system is the innovation implemented?
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Market research
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Textbook Resource: Kotler, Keller, Burton: Marketing Management 2009 Pearson Education Australia
Textbook Resource: Kotler, Keller, Burton: Marketing Management 2009 Pearson Education Australia
http://bit.ly/wJgvL4
IBISWorld
http://www.ibisworld.com.au//
Gartner
http://www.gartner.com/technology/home.jsp
Marketing Research
Marketing decisions should be fact-based Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A specific problem or opportunity
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46
Ex 2.1 The Research Project Steps Source: Marketing Research By A. Parasuraman, Dhruv Grewal, R. Krishnan 2007 Houghton-Mifflin Co. Fisher Price draw extensively on market research
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Types of research
Exploratory Research
Research conducted to gather more information about a problem or to make a tentative hypothesis more specific.
Descriptive Research
Research conducted to clarify the characteristics of certain phenomena to solve a particular problem.
Causal Research
Cause and effect research in which it is assumed that a particular variable X influences a variable Y.
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Research An Example
There are many avenues for collecting data. Heres an example from Westnet. What they do with it is clearly linked to brand implications. Click here to link through to Awards.
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Next Steps
Review the Material for Module 3: Segmentation, Targeting & Positioning Complete the required reading
Piskorski, M. 2011 Social strategies that work Harvard Business Review no. 11 pp 116 -122. Theres also an interesting interview with Piskorski via this link. Kumar, V. 2006. Knowing what to sell, when, and to whom. Harvard Business Review 84 (3): 131-137. Thomas, J.S. 2004. Getting the most out of all your customers. Harvard Business Review 82 (7/8).
Finalise team and focus for Applied Project Watch for Announcements Internal Classes Practical Activity Dont forget to Dig Deeper!
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Locate at least 1 report that relates to that country. More if you can. Bring along next week. We will be exploring questions such as:
o What are the opportunities? o Where should organisations focus? Which industries? Markets? o What is required for an organisation to succeed in that market?
This is an in-class activity. Just make sure you have something to work with!
Curtin University is a trademark of Curtin University of Technology CRICOS Provider Code 00301J
Sample Resources
Report| McKinsey Global Institute Manufacturing the future: The next era of global growth and innovation
o http://www.mckinsey.com/insights/mgi/research/productivity_competitiveness_and _growth/the_future_of_manufacturing
Report| It's a MAD world: How Mobile, Agile, Digital employees and consumers are reforming Australia
o http://www.accenture.com/Microsites/futurebusinesstrends/Pages/trend-onevideo.aspx