You are on page 1of 26

Revision ORM, Dec 2012

Component 1 (50%) 15 min Presentation
 Considering a new product launch perform a marketing plan, using appropriate models and techniques, emphasising the importance of marketing within business plans and strategies; the processes of market development in a dynamic business environment; the role of new technologies and information systems used in marketing strategy and planning. The presentation content will constitute 75% of the grade with the presentation skills/style constituting the remaining 25%

the processes of market development in a dynamic business environment (session 5) .What’s the new product? … perform a marketing plan. using appropriate models and techniques (Session 2. part 2) .the role of new technologies and information systems used in marketing strategy and planning (session 6).  The presentation content will constitute 75% of the grade with the presentation skills/style constituting the remaining 25% . part 2) … emphasising: .the importance of marketing within business plans and strategies (session 4.Component 1 breakdown    Considering a new product launch … .

always remember to: REHURSE .Presentations THINK BREATH SPEAK And absolutely. positively.

retention.Component 2 (50%): 3.Content 50% .Use of theory 20% . the marks are allocated as follows: . and using HR planning and/or development models. training and learning & development strategies within the organisation.Presentation and structure 10% . The report will constitute 100% of the grade for this component. critically evaluate the recruitment. the strategies implemented for positive employee relations. the H.References (Number and variety) 8%  .Recommendations 12% . performance management and reward.R performance monitoring techniques used with recommendations for the organisation to enhance the efficiency and effectiveness of these operations.000 word formal report  With an organisation of your choice.

Component 2 (50%) breakdown   With an organisation of your choice. . performance monitoring techniques used session 3 with recommendations for the organisation to enhance the efficiency and effectiveness of these operations. critically evaluate: .training and session 2 .the H.retention session 2 .What’s the organisation? … and using HR planning (session 1) and/or development models.    .R.performance management and reward session 3 .learning & development session 2 strategies within the organisation the strategies implemented for: .the recruitment session 2 .positive employee relations session 3 .

Useful Models & Diagrams .

Marketing / Corporate Strategy Interaction Corporate Strategy Allocation of resources across the organisation Portfolio of activities for the organisation Specifying the organisation’s mission Defining organisational objectives Guides Directs Controls Coordinates Informs Achieves Operationalises Marketing Strategy Competing in a product market Selecting markets and segments Determining the marketing mix Brassington and Pettitt. 2006 .

Influences on Marketing Strategy Organisational objectives and resources Attitude to risk and change Marketing Strategy Competitor strategies Market structure and opportunities Brassington and Pettitt. 2006 .

The Four Ps … Satisfying Customer Needs PRICE Costs Profitability Value for money Competitiveness Incentives PRODUCT New product development Product management Product features / benefits Branding Packaging After-sales service PLACE Access to target market Channel structure Channel management Retailer image Logistics PROMOTION Developing communications mixes Advertising management Sales promotion management Sales management Public relations management Direct marketing Brassington & Pettitt (2006) .

Control Marketing plans Actions Outcomes Goals Compare Outcomes with Goals Analyse deviations Solve problems Brassington & Pettitt (2006) – ref above Exploit success Learn and revise .

then write up a brief summary) Construct (write as many points in this column as are appropriate) Effect (+/-) .PESTEL analysis of the external environment (usually macro environment) Variable Political Economic Social Technological Environmental Legal (write the factors affecting in the boxes.

indirect.Porters Five Forces analysis of the competitive environment (usually micro environment) Threat of Substitutes (How easy is it for customers to substitute the company?) Existing Rivalry (Competition – direct. differentiation) Customer Bargaining Power (How much bargaining power do the customers have?) Threat of New Entrants (How easy is it for new companies to enter the market?) Supplier Bargaining Power (How much bargaining power do suppliers have?) (write the factors affecting in the boxes. then write up a brief summary) .

Principles of Marketing Brassington & Pettitt. including marketing” (Porter.Porter’s Generic Strategies for a strategic review As an organisation. 1980. 2008 . M. M) Cost Leadership Differentiation Segmentation (aka: Focus) The expectation is that “the vigorous pursuit of the chosen strategy will create a sustainable competitive advantage” (Brassington & Pettitt) Competitive Strategy: Techniques for Analysing Industries and Competitors Porter. adopt one of these strategies to “provide the direction for subsequent operational decisions.

it should consider its sources of advantage:  Skills – of key staff (eg: R&D.  “The key criteria for success in the market and their match with the organisation’s capabilities. quality assurance. financial reserves. there must be ruthless commitment to it” Principles of Marketing Brassington & Pettitt.  Resources – in terms of level and deployment (eg: promotional spend. production facilities. selling. “Whichever strategy an organisation chooses.  Relationships with suppliers and customers – in terms of quality and longterm sustainability. R&D investment.Choosing a generic strategy The choice of generic strategy depends on:  “The fit between the demands of the strategy and the organisation’s capabilities and resources. &etc). 2008 .” Assuming the organisation has a free choice of strategies. brand strength &etc).  “The main competitors’ abilities on similar criteria.

DM.Marketing Mix Element Product Price Promotion Place and. personal selling. when marketing services: People Process Physical Evidence Because they are vital in services The way in which the service obtained Where the service is being delivered NB: elasticity and perceived customer value MarComms mix: ads. PR. sales promotion Distribution strategy Possible Considerations .

Product Life Cycle (PLC) Growth Introductory stage stage Maturity stage Decline stage Industry sales Industry profits Revenue 0 Time .

Managing product profitability using the PLC PLC Stage Development Description Research. -Keep existing channels and try and obtain competition channels. -Obsolesce or repositioning.More competition and economies of scale. • Delete old products close to the end of working lives. Seek as many channels as possible.Decline. • Modify and adapt existing products to take advantage of: new technology. Decline -Push strategies and promotions to sell last stock. Intensive push and pull activities.Product testing and development. -Competition. Maturity /Saturation -Sales slow down. . Promotion Only test marketing. -Sales decline. -Advertising to keep market share. -Intense promotional activities lengthen life. run it out or drop it. Growth -Sales increase -Some profit. In general: • Retain and maintain existing products so that they continue to meet their objectives. but big promotions. -Modify product and reposition to send product.-High advertising budget.Lower prices. Aggressive attacks from comp. -Focus on only a few distributors. No real advertising yet. -Less profit. -More cost cutting. merging opportunities or changing market conditions. . Back to growth stage. . no income or sales. • Introduce a new flow of products to maintain/improve sales and profit levels. -Phase it out. Price High cost. Try and sell last stock. -No advertising. Distribution Source distribution channels.

BCG’s Growth Share Matrix High 20 18 16 14 STARS Modest + or cash flow QUESTION MARKS (problem children) Large negative cashflow 12 Market growth 10 8 6 4 2 Low 10x High CASH COWS Large positive cashflow DOGS Modest + or cash flow 1x Relative market share 0.1x Low .

SWOT analysis internal factors Strengths Weakness external factors Opportunities Threats .

The model can be used to help analyse a current. .McKinsey 7S Model Shared Values (inside the organisation) Staff (What sort of staff does the organisation employ?) Structure What is it (flat? hierarchal?) and what would be best? Style (What is the leadership style?) Skills (What sort of staff skills are required?) Strategy (What is the organisation’s strategy?) Systems (Which systems are in place to measure effectiveness?) For organisational success. It can also be used to analyse both current and future situations. or possible future. the seven elements above need to be aligned and mutually reinforcing. situation. with a gap analysis to see what needs to be improved. The model is used to identify which of the elements needs to be brought into line.

Aspects of a brand Brand Value What aims and values do you want associated with the brand? Brand Vision What is your vision for the work that the brand should do? Brand positioning How is brand positioned (against competitors)? Brand purpose What does the brand actually do? Is there one core aspect of the brand which can be used to increase brand equity? What is the personality of the brand? Brand Equity Brand Personality .

Writing Style .

Your audience (the people who grade your papers) may penalise you Understand your target audience! .Your ideas will be unclear .Why & Does Writing Style Matter?   Writing is about the communication of ideas If your writing is difficult to understand: .How exciting is it to grade a paper? .So: Make it easy for the assessor to give you marks  .Your ideas will not be understood .What’s the average time spent grading a paper? .

Keep them short (know what you want to say.Break up the text .One subheading per topic Paragraphs .10%) Reference quotes accurately using the Harvard style Use the spell check! Get someone else to read your assignment for sense Don’t be afraid of white space on the page!        .Keep them short (2 – 4 sentences) Sentences . and say it!) Avoid comma clauses if you can Stay within the set word-counts (+/.Structure  Headings and Subheadings .Aid reader understanding .Treat like mini subheadings .

middle.Where appropriate.Beginning. end Written communications should have ‘pace’ . which is useful when writing to a hard word-count  .Pace & Movement  Written communications should ‘flow’ . use active verbs which show that their subject is ‘doing the action’  This usually ‘saves’ words.