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Section 2.1 Marketing Planning

Chapter 2. the marketing plan. Section 2.1 Marketing Planning. Section 2.2 Market Segmentation. Marketing Planning. Section 2.1. CONNECT Suppose you had to market yourself as a student. What are your strengths?. Marketing Planning. Section 2.1. Learn how to conduct a SWOT analysis.

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Section 2.1 Marketing Planning

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  1. Chapter 2 the marketing plan Section 2.1 Marketing Planning Section 2.2 Market Segmentation

  2. Marketing Planning Section 2.1 CONNECT Suppose you had to market yourself as a student. What are your strengths?

  3. Marketing Planning Section 2.1 • Learn how to conduct a SWOT analysis. • List the three key areas of an internal company analysis. • Identify the factors in a PEST analysis. • Explain the basic elements of a marketing plan.

  4. Marketing Planning Section 2.1 A company looks at itself and the world around it to create a marketing plan for reaching goals.

  5. Marketing Planning Section 2.1 • SWOT analysis • PEST analysis • marketing plan • executive summary • situation analysis • marketing strategy • sales forecasts • performance standard

  6. Marketing Planning Section 2.1 Marketing Plan

  7. Marketing Planning Section 2.1 Marketing Plan

  8. Marketing Planning Section 2.1 SWOT Analysis prepares a company for competition or a changing marketplace SWOT Analysis provides guidance and direction for future marketing strategies SWOT analysis An assessment of a company’s strengths and weaknesses and the opportunities and threats that surround it; SWOT: strengths, weaknesses, opportunities, threats.

  9. Marketing Planning Section 2.1 SWOT Analysis

  10. Marketing Planning Section 2.1 Internal Strengths and Weaknesses The three C’s of internal analysis C ompany Strengths and weaknessesare internal factors that affecta business’s operation. C ustomers C ompetition

  11. Marketing Planning Section 2.1 Internal Strengths and Weaknesses Company Staff CompanyAnalysis ProductionCapabilities FinancialSituation

  12. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  13. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  14. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  15. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  16. . Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  17. . Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  18. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

  19. Marketing Planning Section 2.1 Internal Strengths and Weaknesses .

  20. Marketing Planning Section 2.1 Internal Strengths and Weaknesses Who are the customers? How do groups of customers differ from one another? What do customer surveys andcustomer interviews reveal? What, when, where, and how much do they buy? How do customers rate the company on quality, service, and value? Is your customer base increasing or decreasing? Why?

  21. Marketing Planning Section 2.1 Internal Strengths and Weaknesses What is the company’s market share? Questions that help a company analyze its internal competitive position: What advantages does the company have over its competitors? What core competencies does the company possess? Are competitors taking business away? Why?

  22. Marketing Planning Section 2.1 Internal Strengths and Weaknesses

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