The Marketing Process Market Research Evaluation Marketing Process

The Marketing Process Market Research Evaluation Marketing Process Marketing Mix Marketing Strategy

Marketing Strategy / Plan • A marketing strategy or plan gives a purpose and direction to all of a business’s activities • A marketing plan is a written document that sets out the – What – Where – How – Have Of what we are trying to do

Elements of the Marketing Plan 1. What – is our present situation? 1. Where – do we want to go? 1. How – do we get there from here? 2. Have – we achieved what we set out to do

What – is our present situation? • Requires to Look at 2 things 1. Internal – what is going on inside business, organisation, product 2. External – what is going on outside business that impacts on the business, organisation, product.

SWOT Analysis • • Strengths Weaknesses Opportunities Threats

Where – do we want to go? Setting Business Objectives – Customer Focused – Short / Medium / Long Term – All about Product and Market 1. Increasing Market share 2. Expanding Product Range 3. Maximising Customer Satisfaction

How – do we get there from here? Market Research Target Market SWOT Objectives TACTICAL PLANS

Have – we achieved what we set out to do? • Measures • Comparisons to plan • Feedback

Activity 1 – SWOT Analysis

Activity 2 – Objectives (Where do we want to go) 1. Review what has been written about your product (SWOT) 2. Come up with your Main Objective for your marketing plan for this product 3. Why is this your objective 4. Based on this Objective – list 2 ways (Things) you might do to or with your product to get there – TACTICAL PLAN – STEP 3

Activity 3 – The whole plan 1. What is Cokes Present Situation (SWOT) 2. Where do Coke Want to go (Objective) 3. How do they get from here to there? – Hint: what tactical plans did they do in the video 4. Have they achieved their objective?