...Introduction 3.1 A framework for macro-environmental analysis . 3.2 The economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Food group shifts strategy to volume growth PART1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT Puma gives the boot to cardboard shoeboxes . 4 Introduction 5 1.1 The marketing concept and market orientation 6 1.2 The resource-based view of marketing 12 14 1.3 Organisational stakeholders 1.4 Marketing fundamentals 19 1.5 The role of marketing in leading strategic management 23 Summary 25 Case study: Consumer trust sees John Lewis set retail pace 25 54 54 55 56 57 59 62 64 65 68 71 74 77 79 81 83 84 85 CHAPTER 2 STRATEGIC MARKETING PLANNING Asos founder turns to online homeware Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: iPhone 27 27 28 29 32 33 42 45 49 49 CHAPTER 4...
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...School of Marketing Australian School of Business MARK 1012 Marketing Fundamentals COURSE OUTLINE: SESSION 2, 2010 A letter from the Lecturer-in-charge: Mark 1012… … WxtÜ fàâwxÇàá jxÄvÉÅx àÉ à{x ytáv|Çtà|Çz ãÉÜÄw Éy ÅtÜ~xà|Çz4 g{|á vÉâÜáx ÉâàÄ|Çx áxàá Éâà à{x Åt|Ç ÜxÖâ|ÜxÅxÇàá tÇw zâ|wxÄ|Çxá yÉÜ Mark1012? à{x ztàxãtç vÉâÜáx |Ç ÅtÜ~xà|Çz tÇw tÇáãxÜá ÅÉáà Éy à{x Öâxáà|ÉÇá çÉâ Å|z{à {täx ÜxztÜw|Çz à{|á vÉâÜáxA lÉâ Åâáà Åt~x tÇ xyyÉÜà àÉ ytÅ|Ä|tÜ|áx çÉâÜáxÄy ã|à{ ã{tà |á wxàt|Äxw |Ç à{|á wÉvâÅxÇàM ÑÄxtáx Üxtw |à à{ÉÜÉâz{Äç tÇw vtÜxyâÄÄçA TÇç tww|à|ÉÇtÄ |ÇyÉÜÅtà|ÉÇ ÇÉà |ÇvÄâwxw |Ç à{|á wÉvâÅxÇà ;ÑtÜà|vâÄtÜÄç tuÉâà tááxááÅxÇà |ÇvÄâw|Çz à{x xåtÅ? Åt}ÉÜ ÑÜÉ}xvà< ã|ÄÄ ÉÇÄç ux vÉÅÅâÇ|vtàxw |Ç ÄxvàâÜxá tÇw àâàÉÜ|tÄá tá ãx ÅÉäx à{ÜÉâz{ à{x áxáá|ÉÇA [xÇvx? |à |á |ÅÑÉÜàtÇà yÉÜ çÉâ àÉ ;|< ÜxzâÄtÜÄç tààxÇw tÄÄ çÉâÜ ÄxvàâÜxá tÇw àâàÉÜ|tÄáN ;||< ä|á|à à{x BLACKBOARD ãxuá|àx yÉÜ à{|á vÉâÜáx tÇw ;|||< v{xv~ çÉâÜ âÇ|Åt|Ä tvvÉâÇà (i.e.z12345@student.unsw.edu.au) yÉÜ |ÅÑÉÜàtÇà ÇÉà|vxá vÉÇàt|Ç|Çz tww|à|ÉÇtÄ |ÇyÉÜÅtà|ÉÇA Tá t ÅtààxÜ Éy ÑÜ|Çv|ÑÄx? \ ÉÇÄç ÜxáÑÉÇw àÉ áàâwxÇà xÅt|Äá áxÇà yÜÉÅ à{x Éyy|v|tÄ âÇ| tvvÉâÇàáN vÉÜÜxáÑÉÇwxÇvx yÜÉÅ yahoo, hotmail, gmail xàvA tÜx àÉàtÄÄç |zÇÉÜxwA cÄxtáx ÇÉàx à{tà vÜxtà|Çz tÇ tàÅÉáÑ{xÜx Éy |ÇàxÄÄxvàâtÄ xåv|àxÅxÇà „ Éy vâÜ|Éá|àç? w|ávÉäxÜç tÇw wxutàx |á à{x }É|Çà ÜxáÑÉÇá|u|Ä|àç Éy à{x àxtv{|Çz áàtyy tÇw à{x áàâwxÇàáA lÉâ tÜx xåÑxvàxw àÉ vÉÇàÜ|uâàx àÉ ÄxtÜÇ|Çz uç ux|Çz ÑÜÉtvà|äx tÇw ÑÜxÑtÜxw àÉ á{tÜx çÉâÜ ä|xãá...
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...MARKETING FUNDAMENTALS: LECTURE 2: RAZZAQUE MARK1012: LECTURE 2 MARKETING STRATEGY & MARKETING ENVIRONMENT Mohammed Abdur Razzaque: School of Marketing Associate Professor MARK1012: LECTURE 2A Marketing Strategy Strategy Marketing Environment Consumer and Business Market Introduction to Marketing Marketing Research 1 MARKETING FUNDAMENTALS: LECTURE 2: RAZZAQUE Lecture objectives 1. 2. 3. 4. 5. Explain company‐wide strategic planning and its four steps Discuss how to design business portfolios and develop growth strategies Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value Describe the elements of a customer‐driven marketing strategy and mix, and the forces that influence it List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment L 2L2A-3 3 Strategic planning: A task and a process The task of selecting an overall company strategy for long‐ run survival and growth. The process of developing and maintaining a strategic fit between the organisation’s goals and capabilities and its changing marketing opportunities. Sets the stage for the rest of the planning in the firm such as annual plans and long‐range plans which deal with the company’s current businesses and how to keep them going. Strategies follow a hierarchy Corporate level...
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...Extension Marketing Plan: Guide Introduction Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a cover page and a reference page. For the Brand Extension Marketing Plan assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a marketing plan assignment and 3) you will not use double-spacing but instead you will use this document’s formatting. It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once deposited into the Drop box for grading, Brand Extension Marketing Plan assignments are submitted to Turnitin for a potential plagiarism review, so it continues to be important for you never to use anyone else’s words verbatim. For each of the Brand Extension Marketing Plan assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let me know. All the components of the Marketing Plan are...
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...MKT10007 FUNDAMENTALS OF MARKETING ASSIGNMENT TEMPLATE Instructions for using this template: You can’t rely solely on this document when completing your assignment. You will need to also: * Check the Assessment Criteria / Breakdown of marks. * Study the learning materials closely. Make sure you apply what you learn to this report. * Search for good sources using the Library and cite them throughout the report to support your explanations. Before submitting your assignment * Delete this page * Delete all red text * Replace highlighted text with your own words Before submitting your assignment * Delete this page * Delete all red text * Replace highlighted text with your own words Notes: * It is not compulsory to use the format of this template – it is provided to help those who are new to this type of document. * This document is not intended to serve as an ideal format for all reports – always check specific assignment requirements. Include an assessment coversheet at the front of every assessment submitted. Please ensure that all sections are completed correctly before submission. | MKT10007 ASSIGNMENT COVER SHEET | DETAILS OF ASSIGNMENT | | STUDENT NAME: | ID: | | | UNIT CODE * NAME | MKT10007 Fundamentals of Marketing | ASSESSMENT TITLE /TOPIC | | TUTOR’S NAME: | | DATE OF SUBMISSION: | | | | DECLARATION | | Enter Y / N | I declare that:(the first four boxes must be completed...
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...Sesay SID: 6960458 304MAN Business Project Assignment 2/2 Contents Executive Summary 1 Introduction 2 Executive Summary Abstract This research establishes the context, background and importance of the relationship between customers and retail organisations on value co co-creation in service delivery in the UK. A comparison between the different theoretical perspectives that characterises the co-creation literature carried out recently with those representing the field’s core has been identified. The value co-creation process has been emphasised on both online purchasing and checkouts in retail stores. The relationship between variables is described in a descriptive nature (REF). With the aid of a couple marketing management articles (from stick ref) extensive researches about suppliers and buyers analyse their activities, resources and roles in the reciprocal value co-creation process and their implications for the resulting value-in-use. Introduction The recent mind set of consciousness in customers for their rights and getting the value of their money for services received has modified their position in the value chain of production from final consumers to the centre of processes of the companies; thereby being mediators on how and what should be produced. This development has restructured the industrial marketing management (Pongsakornrungsilp and Schroeder, 2011), however, (Lindgreen et al; 2009...
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...COURSE DESCRIPTION Introduces basic marketing principles and concepts. Emphasis is placed on the development of marketing strategy and the major components of the marketing mix (product, price, promotion, and distribution). Reviews the critical environmental factors of markets, domestic and international, and customer behavior characteristics that affect marketing operations. Highlights the integration of marketing with other functions in a business organization. INSTRUCTIONAL MATERIALS Required Resources Pride, W. M., & Ferrel, O. C. (2013). Foundations of marketing (5th ed.). Mason, OH: South-Western Cengage Learning. Supplemental Resources A comprehensive list of supplemental resources is located at the end of the course guide. COURSE LEARNING OUTCOMES 1. Identify the key concepts of marketing and its function in society. 2. Explain the fundamentals of marketing, including product, price, distribution, and promotion in a global environment. 3. Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy. 4. Identify ethical issues involved in marketing. 5. Understand customer relationship management. 6. Determine the elements of marketing research. 7. Determine the factors affecting the behavior of consumers and commercial / organizational buyers. 8. Understand the key elements of business marketing, including product, price, distribution, and promotion. 9...
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...(low, medium or high) Why? (justification of risk level) How can we mitigate the risk * Concentrate on high level risks within porters 5 forces * * GE Mckinsey Matrix – category attractiveness and competitive position * SWOT Relative Strength Relative weaknesses Competitive advantage: Superior inputs Superior technology Superior operations Superior data Superior collaborators/partners Superior branding Superior offering Superior perceptual positioning Superior access Superior segment Superior customers Protano 8 C Category – demand - willingness to buy and ability to pay, need is perceived lack, never a product. Customers buy benefits and solutions Perception – the world according to you Marketing manager: Creator of value Manager of perception Master of persuasion Keeper of relationships for a lifetime Want – a specific satisfier (product or brand) * Competition – any player in the market going after the same customer Horizontal competition – competition across similar competitors Vertical competition (forward) – towards consumers Vertical competition (backwards) – towards suppliers Company – competitive position Customer Consumer Strategic problem must ask the question “why” afterwards Opportunity statements must have a number and time period MECE...
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...GROUP ASSIGNMENT MODULE CODE: MKTG 2003 MODULE NAME: Fundamentals of Marketing COMMENCEMENT DATE: 3 MAY 2016 (Group 1) 4 MAY 2016 (Group 2) SUBMISSION DATE: 14 JUNE 2016 (Group 1) 15 JUNE 2016 (Group 2) Notes to students: 1. This is a group assignment. You should have no more than five (5) members in your group. You are to hand in only ONE copy of the assignment. The length of the assignment should be between 2,000-3000 words. 2. All assignments should be type-written, 1½ line-spacing, complete with header, footer and page numbering 3. Assignments should be in a ring-binder or stapled with the prescribed coversheet and grading sheet(s) enclosed. 4. You may include pictures, charts, graphs and copies of articles in your assignment but they should be labelled, annotated or properly illustrated. 5. References and citations are necessary to demonstrate the validity of your research and the sources from which you have obtained your information and results. 6. Failure to adhere to the submission date will cause your assignment marks to be reduced or in an extreme case of delay, rejected altogether. Plagiarism is the misrepresentation of the work of another as your own. It is academic theft; it is a serious infraction of the University Honor Code, which you are deemed to have read and accepted upon entering SUC. Instances of plagiarism or any other cheating will be reported...
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...developing my business plan. I am in need of some advice on how to start forming my business. I am uncertain exactly how it will be financed and whether or not I want to take on partners. I am interested and willing to learn the intricacies of my options to determine how to best proceed with my plan. Please advise me regarding what my options are, the advantages and disadvantages of each option, and possible tax consequences for each scenario? Respectfully, John Owner Elements of a Business Plan 1. Executive Summary. The Executive Summary provides a succinct synopsis of the business plan, and highlights the key points raised within. The Executive Summary must communicate to the prospective investor the size and scope of the market opportunity, the venture's business and profitability model, and how the resources/skills/strategic positioning of the Company's management team make it uniquely qualified to execute the plan. The Executive Summary must be compelling, easy-to-read, and no longer than 2-4 pages. 2. Company Analysis. This section provides a strategic overview of the company and describes how the company is organized, what products and services it offers/will offer, and goes into further detail on the company's unique qualifications in serving its target markets. 3. Industry Analysis. This section evaluates the playing field in which the company will be competing, and includes well-structured answers to the following...
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...Fundamental of Operation Management 1 1 FUNDAMENTAL OF OPERATION MANAGEMENT 2 Operation Management OVERVIEW What you will learn in this unit: what is operations management? operations management heritage. the roles of operation managers. the function of operations within the organisation. service operations management. manufacturing operations management. Fundamental of Operation Management 3 1.0 INTRODUCTION Operations Management is the science of managing and integrating different form of resources and transform it into service delivery or a product. It involves three core functions of an organisation, basically: finance, operation and marketing. Operations Management heritage was developed from the practice of production management and it encompasses the full spectrum of managerial roles and responsibilities. Both manufacturing and service based operations management has two set of distinct characteristics. 4 Operation Management 1.1 WHAT IS OPERATIONS MANAGEMENT? Operations Management is a set of activities that create value in the forms of goods and services by transforming input into outputs. The types of activities carry out would depend on the nature of the organisation and their business focus. For example a manufacturer’s key focus is to generate output of physical goods, which requires the utilisation of raw material, labour, machinery and management capabilities in order to create an economic value. The key word in understanding...
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...Resource Reviews A welcome retention from the first edition is the examination question at the end of each chapter, with tips on what the examiner is looking for and how to answer the question. This is an excellent and flexible resource for both teacher and student, providing an insight into the mind of the examiner. I have often used the examination questions and tips from the first edition as useful homework activities. The question can be used without the tips, with the guidance given later and used for peer assessment or to help students develop their action plans for improvement independently. The key facts and terms at the end of the chapter enable students to develop a summary of the essential points over the course of each module, and they provide a quick, easy reference point and revision resource. Overall the book is extremely well presented and is an enhancement of the first edition while retaining the best features. It should prove a valuable resource for getting to grips with the delivery of the new specification for OCR, while meeting its aim of providing excellent quality content that can be used for the delivery of a business studies curriculum in general. Diane Kutar is subject leader in business studies, at Oakmeeds Community College, Burgess Hill, West Sussex. being conversational. The subject matter is comprehensively covered, with particularly good sections on pricing policy and tactics, and market research. Unfortunately, the reader will arguably find...
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...Running head: PERCEPTUAL MAPS IN MARKETING SUMMARY Perceptual Maps in Marketing Summary Name University Perceptual Maps in Marketing Perceptual mapping can be summarized as the discipline of comparing products based on the perception of potential customers in the marketplace. The goal of this practice is to allow product marketers to build a stronger understanding of customer viewpoints and opinions on brands, advertising campaigns, and new market offerings. By developing a visual map of customer reactions and perceptions, a company can fine-tune their overall marketing strategy and position their image relative to competitors. The week four simulations provided a detailed example of how a motorcycle company can use perceptual mapping to make decisions related to their brand and products. The Simulation In the simulation, Thorr Motorcycles offers a variety of products to the motorcycle riding community. Products were placed on a graph and compared to similar products offered by their closest competitors, which provided a visual image of the product relationships. Each scenario required the choice a solution to improve sales of the product being analyzed. The first scenario was centered on an existing motorcycle know as the Cruiser Thorr, which has been declining in sales. This would be considered an example of a product that has reached the end of the product life cycle. In the past, this product had been marketed towards an older demographic who is no longer purchasing...
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...Professor of Marketing at the University of South Carolina Aiken, School of Business Administration, 471 University Parkway, Aiken, SC 29801. (803) 641-3238. RichardH@Aiken.SC.edu EXECUTIVE SUMMARY "Market orientation," may actually encompass several different approaches to the strategic alignment of the organization with the external environment. This article develops a market orientation typology matrix as a pedagogical and heuristic tool to summarize these distinct approaches. Specifically, firms can decide to focus primarily on either competitors or customers as the situation dictates, or perhaps attempt the difficult task of simultaneously monitoring both with equal emphasis. The proposed matrix includes four distinct approaches to market orientation: "customer preoccupied," "marketing warriors," "strategically integrated," and "strategically inept". Firms which emphasize customer-focused intelligence gathering activities at the expense of competitor information may be classified as "customer preoccupied". Because the marketing concept promotes putting the interests of customers first, many researchers consider a customer-focus to be the most fundamental aspect of market orientation. Because the marketing concept encourages a business to be forward looking, a customer-focused business is likely to be more interested in long-term business success as opposed to short-term profits. Firms that emphasize competitors in their external market analyses have been labeled "marketing warriors"...
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...College of Business Administration Marketing and Entrepreneurship Department Course Description: Survey of sales and marketing practices, constraints and promotion tools in the pharmaceutical and related industries, including new product development and licensing. Prerequisite: MKTG5532 Strategic Marketing and PHAR6605; The Pharmaceutical Industry: Structure and Government Regulations. Outcomes: Upon completion of this course, students should be able to: Understand segmentation and targeting marketing practices and opportunity analysis utilized by the pharmaceutical and related healthcare industries Understand the impact of social, political, legal/regulatory, and cultural environments on the marketing and brand planning processes Apply the fundamental 4P's of marketing (Product, Price, Place, and Promotion) to the pharmaceutical and related industries Understand the approach taken to create and manage pharmaceutical marketing and brand plans Relation to Silberman College of Business Mission: In keeping with the mission of the Silberman College of Business this course provides students an opportunity to develop real-world business skills, namely, develop within students an enhanced facility for applying sound decision-making, problem-solving, and analytic techniques in addressing a variety of the most important pharmaceutical marketing issues. Course Topics: Fundamental marketing management issues involving: Go-To-Market...
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