Professional Documents
Culture Documents
• Clients. Ex customers
• Members.
• Advocates
• Partners
• Win back-strategies.
• Suspects- everyone who might
conceivably buy the product or service.
• Prospects- company looks harder at the
suspects to determine who are the most
likely people who go for the buy.
• Disqualified prospects – are those
people in which the company rejects
because of the inability to pay.
• Converts many of qualified prospects to
first time customers.
• And then to convert the first time
customers to repeat customers.
• And the repeat customers when they go
for repeated purchase will turn to
clients.
• People whom the company treats very
specially.
• then the clients to members is the next
step in membership program –offers a
whole set of benefits to join.
• Members to advocates
• Advocates to partners where the
company and the customer work
together actively.
• Some customers will move out because of
dissatisfaction , bankruptcy
• Bring back the customers through
customer win back strategies.
Different levels of investment in
customer relationship building.
• Basic marketing.
• Re-active marketing.
• Accountable marketing.
• Pro-active marketing.
• partnership marketing.
• Basic marketing: the sales person
simply sell the product.
• Re –active marketing : the sales
person sells the product and
encourages the customer to call if he or
she has questions ,comments or
complaints.
• Accountable marketing : sales person
phone the customer after sometime
sale occur to check the product is
meeting expectations.
• Pro-active marketing:
the company sales person contacts the
customer from time to time with inviting
suggestions and any specific
disappointments.
partnership marketing:
the company works continuously with
the customer to perform better.
Marketing environment
• marketing environment comprises of
• Internal marketing environment (micro).
(objectives and resources)
• External marketing environment.
(macro).
• External marketing environment. (macro).
consists of
• Socio-cultural environment.
• Economic environment.
• Legal/political environment.
• Competitive environment & technological
environment
Environmental scanning.
• Environmental scanning is the practice
of keeping track of environmental
changes that can affect an organization
and its markets.
• These changes can occur in all
dimensions of external environment-
• Economic.
• Political.
• Legal.
• Social.
• Technological & competitive.
economic
Interest Exchange
income inflation recession
rate rate
• Recession is a period of economic activity
when income ,production and employment
tend to fall.
Technology
Technologies
Technology Technology
For
for For
Products and
Nation business
services
SOCIAL-CULTURAL
FACTORS
TIME
MULTIPLE
VALUES STRAVED
LIFESTYLES
CUSTOMERS
Market oriented strategic
planning
• Strategic planning is a stream of decisions
and actions which leads to help the firm
achieve its objectives.
• Strategic planning is a route map to the
firm.
• Strategic planning serves as a hedge
against risk and uncertainty.
planning is a formal framework to act
and it involves deciding the actions to
be perused well in advance.
planning occurs at three levels in an
organization.
top level management- long range
corporate strategic planning.
middle level management- planning of
marketing mix strategies, allocation of
resources , co-ordaining the activities of
operational units.
• Lower level management- operational
planning takes place at the bottom of
organizational structure i.e. day to day
weekly or monthly activities.
• Business unit strategic planning
consists of the following steps.
• Business mission
• Swot analysis.
• Goal formulation.
• Strategy formulation.
• Program formulation & implementation.
• Feed back and control.
SWOT Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
EXISTING NEW
PRODUCTS PRODUCTS
MARKET PRODUCT
EXISTING PENETRATION DEVELOPMENT
MARKET STRATEGY STRATEGY
MARKET
DIVERSIFICATION
NEW DEVELOPMENT
STRATEGY
MARKET STRATEGY
• Market penetration strategy:
a firm seeks increased sales volume
from its current products in the current
market through more aggressive
marketing efforts.
market development strategy:
a firm enters into new market with the
existing products. This is nothing but
expanding the market region.
e.g. : a firm operating in the domestic
market may decide to move in to
foreign market.
• Diversification strategy.
diversification is a strategic tool for
companies when further growth is
restricted or limited in a market.
diversification can be formulated in two
ways .
they are related diversification and
unrelated diversification.
Diversification
Related Unrelated
diversification diversification
High Low
Product
D
High Product
A
Market Growth Rate
Product
E
Product Product
C B
Low
low
• Today’s bread winners:
• Tomorrow’s bread winners:
• Yesterday’s breadwinners:
• Developments :
• Sleepers :
• Ego trips :
• Failures :
General electric’s ( G E)
approach
business strength matrix.
high
sbu2
Market
Attrac- Sbu1
sbu3
tivitymedium
sbu4
low
Business strength
strong average weak
• Green zone consists of three cells at the
upper left indicating favorable industry/market
attractiveness.
• So it suggests the company to invest and
grow.
• Yellow zone consists of markets and
business are medium in over all
attractiveness.
• So the company decide to maintain the
shares.
• Red zone indicates markets/business are low
in attractiveness so decide to harvest or
divest.