...Thinking... The conceptual background to strategy, marketing and planning Stephen Cashman, February 2003 This online background paper provides a review of some of the definitions, theories and concepts underpinning strategy. As such it is intended to introduce the key concepts involved, or to form an overall reminder of the various issues relating to these areas. 1. What is strategy about and why is it so important? ‘Every company needs a strategy – either explicit or implicit.’ Costas Markides (1995) ‘An effective strategic management process has become the essential norm for businesses.’ Richard Hanscombe and Philip Norman (1993) ‘Effective strategic management is the ultimate aim of all managers.’ Financial Times, 1997 ‘The survival, growth and prosperity of any organisation depends on the quality and viability of the strategy the organisation is pursuing.’ Andrew Kakabadse, Ron Ludlow and Susan Vinicombe (1988) Indeed, such is the importance attached to the subject of strategy that one commentator on the subject, Richard Whittington (1993), reports that ‘there are thirty-seven books in print with the title Strategic Management’. Similarly a leading strategy thinker, Henry Mintzberg, and his colleagues (1998) note that ‘The literature of strategic management is vast – the number of items we reviewed over the years numbers close to 2,000 – and it grows larger every day.’ However, despite the importance given to them, thinking, writing and talking about ‘strategy’-related...
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...Marketing Plan MEMBERSHIP DRIVEN A WINNER’S ATTITUDUE! Date: October 17, 2012 1.0 Executive Summary New York Sport Club is own and operated by Town Sports International (TSI) health club company, and is the largest in the Northeastern United States. Since 1974, the company has grown to include over 150 health and fitness facilities in four major metropolitan areas - New York, Boston, Washington, D.C. and Philadelphia with nearly half a million members. There are also three locations in Switzerland, Basel, and Zurich. All sport clubs have a multitude of options for everyone, and a wide range of group exercises and fitness programs. Select facilities also offer racquet sports, pools, basketball courts and other recreational activities. The company’s successful growth over the years is a result of many things, including its innovative fitness programs, well-trained staff, dedication to quality and service and continual facility improvement. But foremost, the New York Sports Club success has been earned by placing members satisfaction above all else. So when you have satisfied members, they get results from their fitness program, which becomes a win-win situation for all participants. 2.0 Situation Analysis Membership Driven, which consists of four project management consultants, were hired by New York Sports Club (NYSC) located in New York City on 23rd Street and Park Avenue in the Gramercy area to increase their club membership. The main goal...
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...Unit 3 Individual Project: Marketing Opportunities Amanda Morris American Intercontinental University Lower Division Capstone BUSN 300 Professor Eric Freeman March 1, 2013 Abstract Addressing the possible financial advantages that could be implemented through marketing strategies made by the marketing manager, to improve the overall success of Chili’s, East Pasco family YMCA and service Corporation International. Reviewing whether the strategy would be a home run, a single or a low hanging fruit, the financial benefit and cost associated with each marketing strategy, the risk associated with each marketing strategy and the effect that the marketing strategy would have on public relations. Unit 3 Individual Project: Marketing Opportunities As a marketing manager it is important to be aware of marketing opportunities that will generate sales and increase revenue companies at hand. Pertaining to the three companies of choice Chili’s, East Pasco Family YMCA and Service Corporation International, modifications to the current marketing plans can be made to increase sales furthermore creating a positive impact on the public relations of the firm and generate financial improvements. Chili’s is a popular and successful restaurant; however, a few modifications to the company’s services would increase sales and promote business through new successful marketing strategies. The first marketing strategy that would be worthy of pursuing is to offer home delivery service...
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...MKG310 MARKETING STRATEGY Session 3 Dr. Barbara Caemmerer, Mrs. Catherine Bruneteaux-Swann, Dr. Sana Rouis, Mr. Bernard Grieu, Mr. Reed Meister, Mrs. Elodie Jouny-Rivier, Mrs. Alice Darmon and Mr. Neil Thomas. Course Coordinator: Dr. Sana Rouis sana.rouis@essca.fr COURSE OUTLINE INTRODUCTION TO STRATEGIC MARKETING PLANNING AND MARKET ANALYSIS Session 1: Introduction to Course Session 2: Strategic Marketing Planning Session 3: Market Analysis (1) – The Internal and External Environment Session 4: Market Analysis (2) – Buyer Behaviour DEVELOPING DOMESTIC MARKETING STRATEGY Session 5: Strategy Development Session 6: Segmentation, Targeting and Positioning Session 7: Marketing Mix (1) – Product and Price Policy Session 8: Marketing Mix (2) - Distribution and Communications Policy Session 9: Student Presentations (Project Stage 1) STRATEGIC MARKETING CONSIDERATIONS AND IMPLEMENTATION Session 10: Developing and Maintaining Long-Term Customer Relationships Session 11: Marketing Implementation Session 12: Marketing Control Session 13: Student Presentations (1) (Project Stage 2) Session 14: Student Presentations (2) (Project Stage 2) and Class Revision Key Learning Objectives : Develop capacity to analyse a situation/environment and identify/integrate relevant information Design and implement a marketing plan in coherence with the organisation’s strategy and environment TODAY’S SESSION • Review of last session • Market Analysis • • • • Student presentation Conducting a situation...
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...chapter 2 strategic planning In Contemporary Marketing Chapter Overview Today’s marketers face strategic questions every day. Planning strategy is a critical part of their jobs. The marketplace changes continually in response to changes in consumer tastes and expectations, technological developments, competitors’ actions, economic trends, and political and legal events, as well as product innovations and pressures from suppliers and distributors. Although the causes of these changes often lie outside a marketer’s control, effective planning can anticipate many of them. For example when the price of gas and jet fuel soared recently, travelers opted to stay close to home instead of enjoying vacations to exotic, faraway places. This represented an opportunity for places like Ocean City, Maryland, and Branson, Missouri. Any destinations that promoted itself to potential vacationers within a short drive could find itself adding up the profits. This chapter lays a foundation for analyzing all aspects of marketing by demonstrating the importance of gathering reliable information to create an effective plan. These activities provide a structure for a firm to use its unique strengths. Marketing planning identifies the markets a company can best serve as well as the most appropriate mix of approaches to satisfy the customers in those markets. While this chapter focuses on planning, in later chapters the task of marketing research and decision making will be explored. ...
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...of Study Outline HBM222/HBM350N Marketing Planning Semester 1, 2012 Version 1 (19 February, 2012) Table of contents Unit of Study Outline 4 Teaching Staff 4 Unit Aims. 4 Learning Objectives 5 Content 5 Learning and Teaching Structure 5 Lecture Program (Provisional Schedule) 6 Tutorial Guide 7 Resources and Reference Material 8 Assessment 9 a. Assessment Task Details: 9 b. Participation Requirements - Tutorials 9 c. Minimum Requirements to pass this Unit of Study: 9 NB - Your final mark will be the sum of the marks gained in all pieces of assessment noting that to pass this unit you must achieve at least 50% in the final exam. 10 If you score between 43% and 49% in the final exam your maximum mark will be 46%. 10 If a student scores less than 43% in the final exam, your maximum final mark will be 42%. 10 d. Assessment Criteria: 10 f. Extensions and Late Submissions: 11 g. Assessment Results: 11 h. Groupwork Guidelines: 11 i. Email Communication 12 j. Plagiarism: 12 k. Assessment and Appeals Policy and Procedure 12 Ethical Conduct at Swinburne 12 Blackboard Site for this Unit of Study 13 Student Feedback: 13 Safety Standards and Conduct Requirements: 13 Special Needs 14 Appendix 1 - Guidelines for Minor Assignment (situation analysis) 15 Appendix 2 - Marking Guide for Minor Assignment 16 Appendix 3 - Guidelines for Major Assignment (Marketing Plan) 17 Appendix 4 - Major Assignment (Marketing Plan) Marking Guide 18 Appendix 5 – Individual...
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...As an exercise for this module, prepare a short (2- to 3-page) reflective paper about your experiences in this class, in which you address each of the following items: 1. Describe how you improved your knowledge, skills, abilities, and yourself in this session through this course. 2. Evaluate the work you did during the session for the class and explain ways you could have improved your performance. 3. Identify topics that you did not understand or successfully implement, and suggest how to improve the course material on those topics. 4. Think of ways you might measure the future effects of what you have learned in this course or your future progress/improvement. 5. State whether you achieved the Course Outcomes (listed on the Module 6 Home page and course Syllabus page). Reflective Essay This class provided important learnings for me and there will be application in my current role as a trainer and marketing leader in the months ahead. As I reviewed the learning outcomes for this class, I believe I increased and improved my understanding of marketing, especially in understanding consumer behavior and the importance of the STP process. Understanding segmentation and conducting research to identify the market in demographics, psychographics and customer behavior helps us to better understand current customers, non-users and describe ideal customers for the future. Targeting helps us to estimate the size and lifetime customer value of segments. Lastly understanding positioning...
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...Week 7 / Report 2… My Own Business…”Yoga for Anyone” N/A Parkville University Abstract This paper explores the process I took to decide what business to choose and marketing strategies of said business I want to start. I selected one in a fast-growing arena of health improvement; and I will achieve it by offering everything there is to know about Yoga. It addresses several aspects of a marketing plan from how I arrive at this possibility to applying the marketing mix in the Four P’s of product, price, promotion, and place. Finally, I describe a layout over viewing why my website will succeed throughout product life-cycle. My Own Business: “Yoga for Anyone” Deciding upon a business is not something I did not go into lightly or taken on a dare. I gave it much thought, would research heavily through both the use of secondary and primary research marketing methods, and then send through the rigorous trials and tribulations of product and / or service life cycle. Main thing I understood it is not as simple as choosing something I thought in terms of…if I have a passion for it, everyone should share in my passion, and it is the latest and greatest craze; therefore, I must “jump on the bandwagon” and have one as well. Although, both of these ideas have some credence in marketing, because I had to believe in what I did and be marketable, respectively, it is not as glib or easy as the aforementioned old adages imply. I took all of this into consideration when I chose...
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...Benefits of a Marketing Plan A marketing plan, on the other hand, is plump with meaning. It provides you with several major benefits. Let's review them. * Rallying point: Your marketing plan gives your troops something to rally behind. You want them to feel confident that the captain of the vessel has the charts in order, knows how to run the ship, and has a port of destination in mind. Companies often undervalue the impact of a "marketing plan" on their own people, who want to feel part of a team engaged in an exciting and complicated joint endeavor. If you want your employees to feel committed to your company, it's important to share with them your vision of where the company is headed in the years to come. People don't always understand financial projections, but they can get excited about a well-written and well-thought-out marketing plan. You should consider releasing your marketing plan--perhaps in an abridged version--companywide. Do it with some fanfare and generate some excitement for the adventures to come. Your workers will appreciate being involved. * Chart to success: We all know that plans are imperfect things. How can you possibly know what's going to happen 12 months or five years from now? Isn't putting together a marketing plan an exercise in futility . . . a waste of time better spent meeting with customers or fine-tuning production? Yes, possibly but only in the narrowest sense. If you don't plan, you're doomed, and an inaccurate plan is far better...
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...1. INTRODUCTION Marketing in SME is essential because it contributes to the success of the business as in whole. Although some SME’s might not have a marketing department because of the size of the business, but they still need to practice some of the marketing practices and implement them. There are many journal articles which have been published which are based on marketing in SME’s. Below we have cautiously analysed a few of these journals. 2. REVIEW OF LITERATURE There is no combined study or complete concept of the interrelation among marketing and SME’s yet. Research findings are still very uneven. However, observed evidence suggests that there exists a relationship between an enterprise's marketing and SME’s orientations (Miles and Arnold, 1991). Mainly two different streams of research that deal with the joint of marketing and entrepreneurship can be identified. The first studies that examined failure and success amounts of new products or new ventures, and the second studies that stress the fact that entrepreneurial orientation and performance are positively linked. An investigation of twenty of British enterprises, Lancaster and Waddelow (1998) found out that most SME’s mostly rely on financial statements, which are thought to account for the market share and competitive advantage to show marketing success than on proper marketing planning. Only three of SME’s surveyed had a formal marketing plan, two had been formed by outside consultant and the third by requirement...
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...|BSc in Hotel Management | |BSc in Tourism Management | |HD in Hotel Management | |HTM 2304 | |MARKETING IN HOSPITALITY AND TOURISM | |Instructor details | | | | | |Ms. Clare Fung, Instructor | |Office: Room TH809 ...
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...Environmental Scanning is probably one of the most important aspects of Marketing. This process as explained by our textbook helps companies both identify trends and changes in the business and economic environment and to figure out how to plan their business model and marketing plans to achieve the highest return possible. Although there are five Environmental Forces that our text book and our class lectures covered, this paper will serve only three of those forces. All five forces can affect the supplier, the organization itself in various departments, and the end of line customer (Kerin, Hartley, & Rudelius, 2013). The first force is Social. This affects not only how consumers look at companies and what items they want to purchase, but also how companies look at the buying trends and social responsibility of consumers and plan for their products. What consumers buy not only reflects their needs and wants, but also to some degree what society says is the best to buy. One big issue that our society is dealing with is the increase in population, and the decrease in food that is available to feed the population. Scientists have come up with a way to increase food production by genetically modifying plants to not only withstand drought conditions, pests, and other crop destroying factors, but also to cut down on the time it takes to grow them, thereby increasing production to feed an ever growing world. However, these genetically modified plants do not come without a price...
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...Final Project: Marketing Plan University of Phoenix MKT 230 Jose A Torres Sunday, August 19, 2012 In my marketing plan, I will combine a few different services but concentrate on two to three services but the concept of the company being promoted is a different kind of customer Service Company. The company would offer photo/video services, paralegal services for attorneys, notarizing signing agents, consumer bankruptcy petition preparation, and a joint venture with bankruptcy attorney Sean Fleming to provide a complete debt elimination credit-rebuilding program. That is why I am calling the company "The Torres Networking Group" or TNG, LLC because it will be more of a consulting company with these services. This is a real world example; it is a company that I am launching, and by the beginning of 2013 when I receive my small business, funding the company should have a fully functional interactive website and a retail location in Elgin, Illinois (Welcome to the Illinois Hispanic Chamber of Commerce, 2011). My marketing plan is not just a project and an exercise it is a personal dream of mine that I have wanted to realize since 2006. Based on the research I have performed and the analysis I have decided to provide these services in the first marketplace such as Kane County in Elgin, Illinois. This would be a retail location with a photo and video studio included for consumers. At this location, we would offer services...
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...Global Marketing Level 6 44-6979-00L-A Module handbook 2014 to 2015 Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Contents 1. | Welcome to global marketing | Page 3 | 2. | Code of conduct | Page 4 | 3. | About your module | Page 5 | 4. | Teaching and learning strategy | Page 6 | 5. | Resources for reading and research | Page 7 | 6. | Assessment | Page 8 | 7. | Lecture and seminar programme | Page 11 | 8. | Module prize | Page 37 | 9. | The SHU Marketing Student Society | Page 38 | 10. | Appendices:Task one assessment criteriaTask two assessment criteria | Page 39Page 41 | Welcome to global marketing Contact details Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Your seminar tutor: Learning time: On the successful completion of this unit you will receive 20 credit points at level 6. As in all units you are expected to devote 150 hours learning time to this unit, some of which will comprise lectures and seminars. These will be important for introducing and discussing new materials and for you to gauge your level of understanding of the subject. You will need to spend several hours per week in private study getting to grips with the pre-seminar tasks and necessary post-lecture reading and the associated activities. It is expected that the remainder of the time will be spent on assessment related activities such as reading and...
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...Section I PURPOSE The purpose of this report is to outline and analyze current marketing strategies. This report will include a SWOT analysis, a market analysis, a company analysis, customer analysis and competitor analysis. The analyses will result in recommendations for a marketing plan to expand the company by increasing location size and customer base. FINDINGS Yelm Bootcamp and Personal Training has been in business since June 2011. The company was started by husband and wife team, Amy and Jamie Honey. Their current marketing plan includes a company webpage, various social media sites and the use of a referral platform. The owners currently do all marketing and advertising on their own and also maintain their company website. The company is very active on Facebook, Instagram and YouTube. These are the primary ways that they communicate with current clients and try to bring in new clients. Yelm Bootcamp is also active in the local community. They donate 30 day memberships to silent auctions throughout the year. The existing marketing budget is about $500 per month. Monthly memberships are $80-$110 a month, depending on discounts customers qualify for. Section II MARKET ANALYSIS Over 72 million Americans, or one third of the population of the United States, are considered clinically obese. This is why consumers continue to be interested in exercise to boost their fitness and health. Currently 41 million Americans are members of a health club. During the...
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