PRINCIPLES OF MARKETING- GRADE 11/12

Name: ______________________________________ Date: ____________________

Grade: ______________________________________ Section: ___________________

Quarter: 4 Week: 5-6 SSLM No. 5 MELC(s): Explain the relationship between
market analysis, planning, implementation, and control analyze the company’s
situation market, and environment (the marketing audit and SWOT analysis)
ABM_PM11-IIf20

➢ Objectives:
1. Classify the business terms according SWOT analysis categories.
2. identify terms in marketing analysis, planning, implementation and
control; and
3. discuss the importance of marketing management functions in
analyzing different company situations in the community.
➢ Title of Textbook/LM to Study: Principles of Marketing, Q3, SLM 5
➢ Chapter: None Pages: 11-18 Topic: Managing the Marketing Effort: The
Marketing Process

Let Us Discover

Hello ABM learners! To get started with this module, did you enjoy the previous
lesson about the relevant promotional tools and different promotional tools? Now let
us continue our journey to our next lesson about Managing the Marketing Effort: The
Marketing Process. Get ready and have fun!
MARKET ANALYSIS
A successful company is one that effectively monitors and manages the various
forces living in its immediate and external environment. These forces that affects its
ability to produce, promote, distribute, and provide products and services to customers
constitute the company’s marketing environment.
Managing the marketing functions starts with a complete analysis of the
company’s situation. The marketing should perform a SWOT analysis to assess the
company’s overall strength (S), weaknesses (W), opportunities (O), and threats.

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 SWOT Analysis is a method of summing up the present status of an
organization and assisting with conceiving an arrangement for what’s to come, one
that utilizes the current qualities, reviews existing shortcomings, misuses openings
and guards against dangers.
The strengths and weaknesses focus on the internal aspects of the business.

1. Strengths include internal capabilities, resources, and positive situational

factors, which may help the company to serve its customers and achieve its goals. It
also includes the company’s valuable attributes that give it a competitive advantage
such as good customer base, good product range, well-motivated staff.
2. Weaknesses include internal constraints and negative situational factors
that may limit the company’s performance. It refers to attributes that need to be
improved or enhance such as weak in developing new products, website out of date,
reception area needs updating.
The opportunities and threats are the external aspects and therefore, to a
certain degree, are outside your control. These cover the political, environmental,
social and technological (PEST) activities in the outside world that have impact the
business.
3. Opportunities are favorable factors or external environmental trends that
the company may be able take advantage of. Example population growth,
technological advancement, new potential customer.
4. Threats are unfavorable external factors or trends that may challenges
performance. These are considered conditions in the environment that will have an
adverse effect on the business activities. It includes new entrants, change in
government legislation, high interest rates could affect consumer spending.

Other things that need to be considered under opportunities and threats are discussed
in the following sections.

Consumer changes
Changes in consumer attitudes, lifestyles, habits, values and trends occur
regularly. Those organizations that spot the opportunities presented by changing
consumer attitudes will continue to gain a competitive advantage and win market
share.

Technological developments
Digital television is set to open up new markets and change buying habits. E-
commerce is a reality. Social networks are booming and thriving. Mobile technology
or communication on the move is increasingly popular.

Legislation
Perhaps new legislation will open up a new market for you, but it could also
seriously affect the viability of a business and its markets.

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Economic changes
Recession, recovery, interest rate increases or decreases. How much money
do people or business have to spend or invest?

SETTING MARKETING OBJECTIVES

They need to be achievable, realistic and timed. In short, they need to be
SMART.

SMART stands for: Specific Measurable Achievable Realistic Time-bounded

MARKETING STRATEGIES There are four basic marketing strategies.

1. Market penetration. This involves keeping your existing customers and finding
new ones.
2. Product or service development. This involves improving your existing products
or services, ie improving the quality, adapting the style, offering something new for
your existing customers.
3. Market extension. This involves finding new markets for your existing products or
services, ie going further afield geographically, or appealing to a new group or type
of customer.
4. Diversification This involves increasing your sales by developing new products
for new markets.

Market Planning, Implementation and Control

Marketing is an ongoing business process that consists of four distinct stages which
are analysis, planning, implementation and control
1. Analysis – entails the gathering qualitative and quantitative data about the
company’s product and possible markets.
2. Planning – involves constructing strategies that the company can put into action
to attain results in the target market.
3. Implementation- the success or failure depends more or less on the work
prepared in the analysis and planning stages.
4. Control- the company needs to be responsive of changing market conditions,
competitors, customers and fine-tune the marketing strategies for that reason.

Marketing Planning is a series of activities which are tackled in a logical sequence

in a way that leads to the setting of marketing objectives and the devising of
programs to meet them. Therefore, the marketing plan becomes a framework for
determining where and why marketing resources are allocated, when to play a role,
and how to integrate it to have the greatest impact.

Marketing Implementation. The process that turns marketing strategies and plans
into marketing actions in order to accomplish strategic marketing objectives.

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Marketing Control The process of measuring and evaluating the results of
marketing strategies and plans and taking corrective action to ensure that objectives
are achieved
Marketing Audit .A comprehensive, systematic, independent, and periodic
examination of a company’s environment, objectives, strategies, and activities to
determine problem areas and opportunities and to recommend a plan of action to
improve the company’s marketing performance

Let Us Try

Activity 1 - I BELONG!
Direction: Classify the following phrases inside the box below whether Strengths,
Weaknesses, Opportunities and Threats of a marketing business operation. Write the
letter of your answers in a separate answer sheet.
STRENGTH WEAKNESSES
1.____________________________ 5.___________________________
2.____________________________ 6.___________________________
3_____________________________ 7.___________________________
4.____________________________ 8.___________________________
OPPORTUNITIES THREATS
9.____________________________ 13.___________________________
10.___________________________ 14.___________________________
11.___________________________ 15.___________________________
12.___________________________ 16.___________________________

A. availability of resources H. low capital requirement

B. complete and new facilities
C. good governance
D. government regulations
E. incompetent labor force
F. inefficient business process and
operations
G. lack of capital
I. pandemic situations
J. poor transportation system
K. process innovation
L. product innovation
M. qualified and competent labor force
N. shift of customer’s preference
O. terrorism

Let Us Do

Activity 2 - PERFECT MATCH!

Direction: Choose the appropriate term for each description below. Write the
answer in the space provided

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 Analysis Planning
Diversification Product Development
Marketing Control SWOT Analysis
Market Extension Strength
Market Penetration Threats

______________1. Which refers to the unfavorable external factors or trends that may
challenges performance?
_____________2. What is the process of measuring and evaluating the results of
marketing strategies and plans and taking corrective action to ensure that objectives
are achieved?
______________3. Which entails the gathering qualitative and quantitative data about
the company’s product and possible markets?
_____________4. What is a method of summing up the present status of an
organization and assisting with conceiving an arrangement for what’s to come, one
that utilizes the current qualities, reviews existing shortcomings, misuses openings
and guards against dangers?
_____________5. Which involves in constructing strategies that the company can put
into action to attain results in the target market?
_____________6. Which involves in finding new markets for existing products or
services, ie going further afield geographically, or appealing to a new group or type of
customer?
_____________7. Which include internal capabilities, resources, and positive
situational factors, which may help the company to serve its customers and achieve
its goals?
_____________8. Which involves in the improvement of existing products or services,
ie improving the quality, adapting the style, offering something new for your existing
customers?
______________9. Which involves in the increase of sales by developing new
products for new markets?
______________10. Which involves in keeping existing customers and finding new
ones?

Let Us Apply

Activity 3 - THINK AND SHARE!

Direction: Read the statements below and answer the following based on our
discussion. Write the answers in the activity notebook.

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 1. Why marketing analysis, planning, implementation and control are important
for business owners?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
__________________________________________________________________
2. How can market planning can help the company’s situation?
___________________________________________________________________
___________________________________________________________________

Rubrics

Think and share will be rated using this rubric.

Excellent Very Good Good Fair
CRITERIA
10 8 6 4
Exceptionally Generally Lacks clarity Unclear and
clear and clear and and is difficult hard to
Clarity
easy to quite easy to to understand understand
understand understand
Thorough Substantial A partial or Misunderstandin
explanation explanation not g of serious
Comprehensiveness comprehensi misconception
ve on the
explanation explanation
Highly Generally Somewhat Irrelevant
Relevance
relevant relevant relevant

References

Agcaoili L.G, Camia L.G ( 2021)Quarter 4- Module 5-6: Managing the Marketing Effort:
The Marketing Process of Principles of Marketing, First Edition 2021
SSLM Development Team
Writer: Liezl G. Camia
Content Editor: Jim Boy M. Pestaño
LR Evaluator: Jeane Evangelista
Illustrator: None
Creative Arts Designer: Reggie D. Galindez
Education Program Supervisor: SHS Coordinator: Luzviminda R. Loreno, Ed.D.
Education Program Supervisor – Learning Resources: Sally A. Palomo
Curriculum Implementation Division Chief: Juliet F. Lastimosa
Asst. Schools Division Superintendent: Carlos G. Susarno, Ph. D.
Schools Division Superintendent: Romelito G. Flores, CESO V

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