Republic of the Philippines

Laguna State Polytechnic University

ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited

LSPU Self-Paced Learning Module (SLM)

Course Principles of Marketing

Sem/AY First Semester/2021-2022
Module No. 5
Lesson Title Market Opportunity and Customer Analysis
Week
7
Duration
Date October 25 – November 12, 2021
Description The importance of information, the market characteristics affecting consumer behaviour, and
of the Lesson the basis of market segmentation

Learning Outcomes

Intended Students should be able to meet the following intended learning outcomes:
Learning
Outcomes  distinguish between strategic and marketing planning in terms of objectives and
processes

 analyse the elements of macro- and micro-environment and their influence to

marketing planning.
Targets/ At the end of the lesson, students should be able to:
Objectives  select and explain strategic marketing and tactic marketing special important task in
marketing planning.
 distinguish market environment
 evaluate the importance of competitors

Student Learning Strategies

Online Activities A. Online Discussion via Google Meet

(Synchronous/
Asynchronous) You will be directed to engage in a one-hour synchronous class discussion and
two hour asynchronous activities on the Marketing Principles and strategies.
To have online access to our discussion, I will be sending you the link on our
Group Chat (GC) for our google meet discussion.

(For further instructions, refer to your Google Classroom and see the schedule
of activities for this module)

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited
B. Learning Guide Questions:

1. What is marketing planning its objectives and processes?

2. Differences between Tactical and Strategic marketing?
3. Types of Marketing Environment?

Lecture Guide
STRATEGIC PLANNING IN MARKETING

According to Kotler (2011), strategic planning “sets the stage for the rest of
planning in the firm.” That is, companies must be able “to develop and maintain strategic
fit between its goal and capabilities and its changing market opportunities.”

Thus, strategic planning is a process by which the company defines the general
direction it will take and translate this into broadly defined goals.

Setting company objectives

STEP 2 :
STEP 1:

STEP 3:
and goals (corporate level
Defining and department level, e.g., Designing company
company financial, business portfolio
mission operations/production,hu
Offline Activities man resources
(e-Learning/Self- management, marketing,
Paced) etc.)

Figure 3.1: STRATEGIC PLANNING PROCESS

This company must first define its mission and vision as business. Examples.

Company Mission Statement

Jollibee To serve great-tasting, bringing the joy of eating to everyone.

Unilever To grow our business, while decoupling our environmental footprint

from our growth, and increasing our positive social impact.
Smart Empower Filipinos everywhere with customer- focused digital
Telecommu innovations that unlock and share their infinite potential.
nications
Meralco To provide our customers the best value in energy products and services.

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited
Philippine To manage a sound and viable social security system which shall
Social promote social justice and provide meaningful protection to members
Security and their families against hazards of disability, sickness, maternity, old
System age, death, and other contingencies resulting in loss of income or
(SSS) financial burden.
TABLE 2

Then, the company needs to set its overall company objectives at the corporate
level, which are then translated into the respective departments’ objectives and the goals.
For example, if a company has an objective of pursuing market expansion, the marketing
department may decide to pursue market penetration and /or increase market shares.

THE STRATEGIC MARKETING PROCESS

After the strategic planning of an organization where it assesses its strategic

direction, the next step is for the various departments to implement their plans. The
marketing department will proceed with resources allocation, interpretation of the
strategic plan into specific actions, and the analysis of the projected plan. To accomplish
these tasks, the organization can use the strategic marketing process by which an
organization allocates its marketing mix resources to reach its target markets. The result
of this planning process is a marketing plan.

After the company has assessed its overall strategic directions, the next step is for its
various departments to conduct their own strategic planning. The marketing department,
in particular, will develop its marketing plan, which will address the following questions:

1. How do we allocate our resources to get where we want to go?

2. How do we convert our plans into actions?
3. How do our results compare with our plans?

There strategic marketing process is used to answer the questions. The process lets
the organization allocate its marketing mix to reach its target markets, and
contributes to the development of a marketing plan.

Strategic Marketing defined

- as the general plan action aligned with the company vision and goals. This
is a carefully thought-out course of action developed for the purpose of
achieving a desired result such as profitability and high productivity.
Example: two types of Marketing Strategy one is to offer more expensive
and branded products to a small number of loyal customers as done in
Rustan’s Department Stores. Two another strategy is to offer different
products, from cheaper to more expensive ones, catering to different types
of customers as done in SM Stores.

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited

TACTICAL MARKETING
- refers to actions the company takes in order to market a product. These
tactics must cover the factors that address consumer needs and wants:
Product, Price, promotion, place, people, process, and physical evidence.
Here are the following steps in describing marketing tactics in the
marketing plan:

1. Prepare as action plan. Example of action plan.

Team Requirements/Issues to
Action Time Frame
member note
Past regular updates Post at least twice a
about the product week.
March 1-30,
launching on the Aside from the
2017 (30
company's social company's own content,
days before Jane
media pages. share also reviews and
the
blog posts of online
launching)
influencers about the
product.

2. Name the necessary resources and monitor the allocated budget. Get
quotation for the elements of the proposed tactics and make a detailed
budget plan. Make sure the budget can support the tactics plan and assign
a person to monitor it.

3. Identify how the success of the tactics will be measured. Outline how to
evaluate the effectiveness of the tactics by setting goals and benchmarks.
EXAMPLE: one of the tactics of a start-up shoe business is to participates in
bazaars to introduce the brand to the market and generate leads. To
measure the tactic’s success may be a specific number of customers or pair
of shoes sold during the event.
Applying Strategic Marketing and Tactical Marketing
Strategic marketing will always come first because it shows where the company
wants to go in terms of growth and in relation to its competitors. Tactical marketing
consists of the activities needed to implement the strategies. In Short, strategic
marketing is the idea and tactical marketing is the action.
Example of four famous global brands which all have one unique goal:

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited
INCREASE GLOBAL PRESENCE
Each has strategic marketing and tactical marketing to fulfil this goal.
1. Domino’s Pizza -Tom Monaghan founder 1960s. It is a second largest pizza
chain in USA
Strategic Marketing – To achieve global presence, Domino’s innovated its menu.
Tactical Marketing – To implement this marketing strategy. Domino’s employs the
following tactics.
a. The pizza has bread, sauce, and cheese in all countries except China.
b. Half of the toppings are standard all over the world. While other half is
customized depending on the country in question, In Asia, the toppings are
usually seafoods and fish. In India, it is curry.
2. Nike -initially operating as a distributor for the Japanese shoemaker Onitsuka
Tiger, Nike 1964 as Blue Ribbon Sports. Later become Nike, Inc. in 1971.
Strategic Marketing – To increase global presence, Nike form long-term partnerships
with international companies for sponsorships.
Tactical Marketing – Nike participated championships and tournaments with partners
where Nike was exposed to a global audience.
Strategic Marketing – Another marketing strategy is the creation of the Nike ID
platform which caters to internatiol markets.
Tactical Marketing – creation and delivery of customized products depending on the
preferences of the customers.
MCDonalds - world’s largest chain of humburger fast food restaurant, brothers
Maurice and Richard Mccdonald strarted.
Coca cola Strategic Marketing – marketing strategy is to focus on charitable programs
the impact small communications around the world
Tactical Marketing used
a. Coca Cola put up the coca cola foundation which currently benefits around
300 organization in more than 70 countries world wide.
b. Another tactic is to prioritize three areas which have impacted millions lives.
- Women: economic empowerment and entrepreneurship
- Water: access to clean water, water conservation, and recycling
- Well-being: education, youth development, and other community projects.
c. Coco-Cola supports worthwhile project such as strengthening arts and culture
in the US, as well as HIV/AIDS awareness and prevention programs in Latin
America and Africa

STRATEGIC AND TACTICAL MARKETING: WHAT IS THE DIFFERENCE?

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited

Simply put, a strategic plan determines specific goals, while a tactical plan
identifies the means in order to reach these goals. In business, a strategy is
concerned with broad goals such in increasing market shares and creating a
particular image for the company. Strategic planning is concerned with
determining the direction of business growth in relation to the competition and
the company’s own market position. Tactical planning, meanwhile, consists of
planning the actual activities that will improve the company’s competitive
position.
Strategic planning provides ideas which the company will need in tactical planning.
While strategic determines overall company goals, tactical planning identifies the
specific actions the company will take to achieve those goals. It involves different
strategies including learning more about the marketing environment, conducting
marketing research, describing the consumer market, and identifying the target
market and how it can benefit from the product.

The Marketing Environment

The Internal Forces which have direct contact with and a direct influences on the
company are referred to as the Microenvironment and the External Forces are called
Macroenvironment.

MICROENVIRONMENT five components

1. Organization – itself consists of the owners, investors, and employees who are all
considered members of the organization. The company’s top management has
the duty to develop the company’s mission, vision, goals and policies. Provides the
direction and lays out the strategies and marketing plans.
2. Suppliers – provide the resources the organization needs to produce goods and
services. A good relationship with suppliers enables the organization to ensure the
availability of suppliers for prompt operations.
3. Customers - are the people who are willing and able to buy the organization’s
products and services. They are considered the lifeblood of the business, for
without them the organization will cease to exist.
4. Marketing Intermediaries – are entities that assist in the distribution and selling
of goods to customers. They create marketing utilities of place, time and
possession for organizations by ensuring that goods are accessible and will reach
the final customers promptly.
FOUR TYPES;
a. Wholesalers – are entities that buy goods from manufacturers or producers
and resell them to retailers and other organizations.
b. Distributors are entities selected by manufacturers to buy goods for resale to
retailers. They usually hold a narrower range of goods than wholesalers and

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited
cover a specific geographic area.
c. Retailers carry a wide range of goods which are bought from wholesalers or
distributors and then sold directly to consumers.
d. Agents and brokers sell products for a certain commission or percentage of
sales. Examples are real estate agents and insurance agents.
5. Competitors are rival firms that offer similar goods or services as the
organization. It can be 1. Direct competitors are brands competing in the same
industry, same goods and services. Example: Coca-Cola is Pepsi Cola; While
Colgate is Close-up. 2. Indirect competitors – offer products or services that differ
slightly, but with the same benefits. Example Coca-Cola and Pepsi belong to the
soft drink industry all other brands of soft drink are their direct competitors while
indirect competitors are the fruits juices, bottle water, iced tea, sports drinks, and
energy drinks.

MACROENVIRONMENT

- A firm consists of the various factors which affect not only the firm itself, but
also the entire industry of the region or country. It is out of the firm’s control.
SIX Factors
1. Demographics – refers to characteristic of a population such as age,
gender, religions, educational, attainment, civil status, geographic
location, lifestyle, race, and others. Organizations can understand their
target customers better by studying their demographic.
2. Economics refers to the influence of the purchasing power of the peso on
spending patterns, in the context of inflation and other economic forces
that may affect the economy. It affects both producers and consumers.
As prices increase, purchasing power decreases, meaning, meaning that if
income remains the same, consumers can purchase fewer goods and
services than they were able to prior to inflation.
3. Sociocultural aspect refers to the beliefs, practices, norms, customs,
traditions that may be affect business operations.
Example: Jollibee, PLDT and Vicks Vaporub have all used family values in
their advertisements to considerable success.
4. Technological factor refers to developments in technology which may
affect customers businesses, and the society at large. For example, banks
have made it more convenient to withdraw., pay bills, and check current
balances through ATMs.(automated teller machines)
5. Political Forces refers to groups of people or parties which may influence
the stability of a country and affect the production, distribution,
promotion, and selling of goods and services. Legal forces refers to
limitations and restrictions that arise from the implementation of
legislations and laws which may affect the conduct of business activities.
Copyright and patent laws enable individuals and entities to protect their
ideas and inventions and prevent others from making, using, or selling

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited
goods and services based on these ideas and inventions without their
consent.
6. Ecological factors refers to all the processes or activities necessary to
protect the natural environment while maintaining efficiency of business
operation.

Engaging Activities
A. Answer the following questions. (10 points each)
1. How do strategic marketing and tactical marketing complement each
other in achieving company goals and objectives?

2. As a marketer, which of the two should be given more emphasis, strategies

or tactics? Why?

3. In the first column, write MA if macroenvironment and MI if microenvironment.

In the second column, Indicate the specific factor or component under which term
falls. The first item has been done for you.
1 Inflation MA economic
2 Convenience stories and
groceries
3 age, gender, lifestyle
4 culture
5 proper waste disposal
6 patent laws
7 ATMs
8 purchasing power
9 a company's vision, mission,
and goals

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited
10 customers

4.Why do you think a firm should monitor the activities of competitors?

Performance Tasks

Understanding Directed Assessment

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING

 Republic of the Philippines
Laguna State Polytechnic University
ISO 9001:2015 Certified
Province of Laguna
Level I Institutionally Accredited

Rubric for (PT 1)

TRAIT Unacceptable Acceptable Exemplary Score

/40
Identifies the Does not identify and Identifies the main Identifies not only the 10
corporate summarize the corporate strategy(ies) and basics of the strategy,
strategy strategy, is confused or subsidiary, but recognizes
identifies a different or embedded, or implicit nuances of the
inappropriate strategy aspects of the strategy strategy
Key Does not surface the Identifies most of the Identifies and 10
assumptions assumptions that underlie key assumptions questions the validity
the strategy of the key
assumptions that
underlie the strategy
Evidence of Simply lists examples Discusses the relevance Discusses nuances of 10
strategy of actions or behaviors that of actions and behaviors the examples in some
represent the strategy. representing the detail
Does not discuss the strategy(ies)
relevance of these actions
or behaviors.
Conclusions, Fails to identify Identifies and discusses Objectively reflects 10
implications, and conclusions, implications, conclusions, upon own analysis of
consequences and consequences of the implications, and the corporate
strategy consequences strategy

Learning Resources

Danilo M. Te, DBA, MBA, Rodilina Baltazar-Marte, MBA, MAEEE, Donna Vida M. Abrina, MBA (2018)
Principles of Marketing for Senior High School, C & E Publishing, Inc.
Principles of Marketing for Senior High School, 2017 by Cynthia A. Zarate. C & E Publishing, Inc.

http://academic.scranton.edu/department/assessment/ksom/Business-Strategy-AnalysisRubric.doc

LSPU SELF-PACED LEARNING MODULE: PRINCIPLES OF MARKETING