MARKETING

MARKET OPPORTUNITY ANALYSIS AND CONSUMER ANALYSIS

 Market is dynamic
 Business needs to able:

1. To understand and address this when analyzing their opportunities and ensure that they
achieve their business goal.

2. To be able to do this, the business needs to gather information on what is happening on the
market vis-à-vis the market. This is called ENVIRONMENTAL SCANNING and this has to be
done within and outside the business.

THEORIES AND CONCEPTS

 A business undertakes various activities to achieve its objectives.

 Framework - to summarize these activities.
 Diagram starts with the company’s vision, mission. It defines the business reason for existence.
 Through a well crafted strategic plan. These activities & resource allocation are defined for the
long term goal.

MARKETING PLANNING PROCESS

The MPP involves references to strategic plans and subsequent development of a marketing plan.

Here are the steps of MPP:

1. Identify the company’s mission, vision, and values.

COMPANY ORIENTATION

- Is the focus of a business and this guides a company direction.

Kotler 2010 – different company orientation toward the marketplace includes:

1. Production orientation
2. Sales orientation
3. Product orientation
4. Market orientation
5. Societal marketing orientation

1. PRODUCT ORIENTATION

- business is focus on producing more units to achieve economies of scales.

- invest more on acquisition of production equipment and activities that will lead to
production efficiency.

Product and revenue – seller

Revenue and product – buyer – benefits

Market – job opportunity

- Income profit
1. PRODUCT ORIENTATION

- business is focus on making high quality products.

- believe that a superior product (best quality and performance) has innovative features that it
can sell itself.

- invest more on product development and research.

- believe that the consumers patronize the best products in the market.

2. PRODUCTION ORIENTATION

- believe that the consumers patronize products which are widely available and inexpensive.

3. SALES ORIENTATION

- businesses make product that they think they can sell in the market place.

- invest more on equipment and activities, that will lead to selling efficiency.

- believe that consumers will patronize products that are advertise on sale and are strongly
promoted.

4. MARKET ORIENTATION

- focus on the consumer, thereby reading the profit.

- believe that if they know what consumers want and needs & based their product
development and marketing strategies according to that wants and needs, consumer will
buy their products.

5. SOCIETAL MARKETING ORIENTATION

- business applies marketing principles and techniques.

- to create, communicate, and deliver value to influence target market behavior that benefit
the target market & the society.

- compared with M.O, they consider sustainability by taking into consideration the society
welfare.

- believe that consumers will patronize their products that cater to their needs and at the same

time consider a societal welfare.

- choice on which company orientation to be used will be the anchor of the company’s mission
and vision.

- after identifying mission and vision, company has to do strategic planning.