Goals

Theory ,Apply & Pass

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 Real Outcome
• Comprehensive overview of marketing
• Can be a good strong start ..
• Positive impact on your sales
• Management career path :Conceptual skill ?!!
• Marketing Language
• Certified !!

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The Sales & Marketing Synergy
• Sales target vs Sales opportunity
• Achieve sales vs achieve Profit
• Short term success vs sustainable position
• Turnover vs Growth
• Effectiveness vs Efficiency
• Push strategy vs Pull strategy
• Competition monitoring
• Evidence based decisions

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 The 5 questions
• Where are we now?

• Where do we want to go ?

• Which direction ?

• How to go there ?

• How to ensure arrival ?

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 Contents of Marketing plan
• Executive summary
• Corporate strategy (mission /objectives)
• Situational analysis (Internal &Eternal—Macro &Micro)
Includes Porter 5 forces & summarized in SWOT
• Objectives (Marketing &financials)
• Strategy :
-Segmentation /targeting /positioning
-Marketing strategy ( Ansoff /Porter)
-Competitor strategy
• Marketing mix (programs /tactics)
• Implementation (Budget ,resource allocation ,schedule & responsibilities )
• Control (Assumptions &KPIs)

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 Marketing Key Concepts
• Customer Focus

• Sustainable Competitive Advantage

• Relationship Marketing

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Marketing Audit

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 Contents of Marketing plan
• Executive summary
• Corporate strategy (mission /objectives)
• Situational analysis (Internal &Eternal—Macro &Micro)
Includes Porter 5 forces & summarized in SWOT
• Objectives (Marketing &financials)
• Strategy :
-Segmentation /targeting /positioning
-Marketing strategy ( Ansoff /Porter)
-Competitor strategy
• Marketing mix (programs /tactics)
• Implementation (Budget ,resource allocation ,schedule & responsibilities )
• Control (Assumptions &KPIs)

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 Goals

Theory ,apply & pass

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External Environment Audit

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 External Environment
Macro Micro (Task)
P Customer
E Competitors
S Suppliers
T Public
E Distributors
L

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 Internal Environment
• Marketing Strategy
• Marketing Organization
• Marketing systems
• Marketing productivity
• Marketing functions (mix)

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 Audit
Environmental (external )factors are
Uncontrollable but sometimes can be
influenced!!

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 Frequency of an audit
• Depends on :
1- Nature of business (fashion)
2- Rate of environment change (Libya !!)
3- Duration of organization planning cycle
• Technology vs Pharmaceuticals
• 2008 Economic crisis
• Egypt current transitional state
• Annual basis is common
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Convert

Controllable

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S
SWOT WAnalysis
-Strong Brand Awareness
-Experienced management team
-Innovative culture
-New technology
O
-New Distribution channels
available
-Demand for new products
-Internet initiatives
-High staff turnover
-Lack of funding
- Poor channel relationships
T
-New players entering the market
-Low margins in market
market /concept in many countries
-Competitive market
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 Marketing Attractiveness
Options
• Ideal : Many O ,Few T

• Speculative : Many O &T

• Mature : Few O &T

• Troubled : Few O &High T

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New Approach

TOWS

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 Internal weaknesses Internal strengths
1.High costs 1.Cash position
2.Venturing into unrelated businesses 2.Luxury car image
3.Organizational diversity 3.New car models
4.Reliance on past successes and bureaucracy 4.Location dose to
5.Long cycle for new model development suppliers Strategies
6.Relatively weak position in Japan 5.Engineering and Tactics
technology Actions

W-0 strategy S-0 strategy External opportunities

1.Reduce costs through automation and flexible manufacturing 1.Develop new models 1.Demand for luxury cars
2.Manufacture parts in Eastern Europe (using high-tech) and 2.Eastern Europe, especially
3.Reorganizations charge premium prices East Germany
4.Daimler-Benz management holding companies 2.Use financial 3.Prosperity through EC
resources to acquire 1992
other companies or 4.Electronics technology
increased production
capacity
W-T strategy S-T strategy External threats
1.Retrench in South Africa 1.Transform defense 1.Decrease in defense needs
2.Form strategic alliance with Mitsubishi to penetrate the Japanese sector to consumer because of easing of East—
market sector West tensions
2.Develop new models 2.BMW, Volvo, Jaguar, Lexus,
to compete especially in Infinity in Europe
Europe 3.BMW in Japan
4.Diesel emissions
5.Renault/Volvo cooperation
6.Political instability in South
Africa
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PESTEL

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 Political
• Stability of political systems !!!

• Terrorists attacks (9/11)

• Unions (EU)

• Taxation

• Special care in international marketing

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 Economic
• Economic cycle begins with prosperity then recession
then depression then recovery till prosperity again.
• Key components :
Inflation rates
Interest rates
Income levels (GDP /Disposable income )
Spending patterns
Resources
Employment level
Currency devaluation
Trade unions & merges
Example : Tusunami : Industries are inter-related
Economic crisi (2008)
Down Sizing due to currency devaluation

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 Social / Cultural
-Demographics: customers age, sex ,class, family life cycle
…
Pharmaceutical & old aged …..

-Society: religion ,ethical issues

Pork Heparin registration……

-Culture: language ,education values

-Buying habits

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Drivers of Consumer Change

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 Technological
• Affecting consumer behavior ,production
&distribution

• Websites (e-Commerce era)

• Production Facilities

• Communication

• Palm brochure

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Enviromental
Pollutions
Green move
ISO
CSR

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 Legal
• Laws

• Customer protection acts

• Anti trust

• Employment laws

• Advertising to children

• Smoking laws (BAT !!!)

• OFAC

• FCPA

• Regulatory bodies or associations

• Codes of practices

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Real Example

Monitor report

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 Target group are huge
Demographic population

4.2

33.9

61.9

0 - 14 years 15 - 64 years 65 years & above

WHO statistics
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Macro analysis conclusion
Macro analysis
Conclusions/Implications Facts
•Target the upper and middle •Low GDP
classes
•Communicate the economic price •Improving economic stability

•Focus on the age group between •Adult population is 62%

15 and 64 years
•Local currency situation
•Priced to ensure long term profit
(EGP34.5 per 30 tabs)

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 Macro analysis
Macro analysis
Conclusions/Implications Facts
•High growth rate in the •Population in 2007 is 76
population reflect a good mio
opportunity in our market segment
of consumers
• Our products play in the •Age group 16-65 yrs is
biggest sector of age group. 64.2%

•Improvement in the economical •Inflation rate 4.18

status reflects on the purchasing
•GDP per capita is
power for relatively high price
products. increasing
•Unemployment rate is
decreasing

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 Task Environment
1- Markets:
Trends ,Key segments ,growth ,opportunities
2- Customers
Needs ,purchase behavior
3- Distributors
Main channels ,new channels
4- Competitors
PORTER 5 FORCES ANALYSIS
4-Suppliers
-Including marketing organizations (agencies)
5-Publics
Stakeholders

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 Internal Environment
• Marketing Strategy
• Marketing Organization
• Marketing systems
• Marketing productivity
• Marketing functions (mix)
Answer the following questions in the context of your company

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 Marketing Strategy
• Is the mission statement is clear &realistic (Kellgo’s)?

• Are the marketing goals derived from organizational

goals?

• Is the strategy clear & there is effective controls?

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 Marketing Organization
• Formal structure
Flexibility & authority
• Functional efficiency
Controls
• Interface efficiency
Interdepartmental communication

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 Marketing Systems
• MKIS
• Marketing planning
• Marketing control
• NPD

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 Marketing Productivity
• Profitability analysis

• Cost benefit analysis

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 Marketing Function
• Products &services (Width & depth)
• Pricing Objectives (market response)
• Distribution (balance & conflicts)
• Promotional mix (IMC)
• Sales force (structure & performance)

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Marketing Management
Philosophies
Production
Production Concept
Concept

Product
Product Concept
Concept
Selling
Selling Concept
Concept
Marketing
Marketing Concept
Concept

Societal
Societal Marketing
Marketing Concept
Concept

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Marketing = 7Ps + 3Cs

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Case Study

Motorola

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Till next week !!!
minafanos@hotmail.com
0106613178

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