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The Marketing Plan

The Marketing Plan. SWOT ANALYSIS. SWOT Analysis. Strengths. Weaknesses. Opportunities. Threats. Internal Strengths & Weaknesses. Internal Factors Internal Analysis: Company Customers Competition. Company Analysis.

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The Marketing Plan

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  1. The Marketing Plan SWOT ANALYSIS

  2. SWOT Analysis Strengths Weaknesses Opportunities Threats

  3. Internal Strengths & Weaknesses • Internal Factors • Internal Analysis: • Company • Customers • Competition

  4. Company Analysis • Does the company have too much or not enough staff in each area to provide the quality of service it should? Should staff be re-assigned? • What is the quality of the staff? Are there formal training and assessment programs? • How effective is its sales force? Staff-Related Questions: • What is the company's mission statement? Does everyone know it? • How experienced are the company executives? What have they accomplished?

  5. Company Analysis Financial Questions: • Has the company been profitable? In which areas and why? • Are there enough financial resources to achieve the company’s goals? • What is the company’s sales history? Are sales increasing or decreasing?

  6. Company Analysis • How are adjustments made in production due to an increase or decrease in sales orders? • Has the research and development (R & D) department created successful new products? • What percentage of sales come from products that are five years or older? • What changes in technology are required to remain competitive? Production Capability Questions Production Capability Questions

  7. Company Analysis-Marketing Mix Price: • What are the present pricing strategies? • Are the pricing strategies working? Product: • What new products have been successful and why? • Does the company own a patent on any of those products? • Are any patents expiring in the future?

  8. Company Analysis • How is the company positioned in the marketplace? • What are the promotional strategies and have they been successful? • What is the company’s reputation and image among consumers? • Do products easily reach customers? • Who helps the company with distribution? Promotion Place

  9. Customer Analysis • How satisfied is each customer segment? • What customer segments are not having their needs met? • Is your customer base increasing or decreasing? Why? • Who are the customers? • How do groups of customers differ from one another? • What, when, where, and how much do they buy? • How do customers rate the company on quality, service, and value?

  10. Competitive Position • Does it have a better reputation, own a patent, have special resources, or better distribution capabilities? • Are competitors taking business away from the company? How? New products? Better promotion? • What is the company's market share? • What advantages does the company have over its competitors? • What core competencies does the company possess?

  11. Competitive Position

  12. External Opportunities & Threats • Competition • Environmental Scan • Political • Economic • Socio-Cultural • Technological

  13. Competition To stay competitive, companies need to know what their competitors are doing at all times.

  14. Environmental Scan • An analysis of outside influences that may have an impact on an organization. • Methodical look at the world that typically includes 4 areas: • Political P • Economic E • Socio-cultural S • Technological T

  15. Political Downloading Music for the Internet • Problem of illegal downloading of music created an industry of online companies that provide legal downloading of music for a fee. • This industry may hurt music stores but has become an opportunity for downloading companies Do Not Call Registry • US passed legislation in 2003. • Telemarketing companies had to adjust data files to comply with the law.

  16. Economic • An economy in recession poses a threat to nearly all companies. Most will slow or stop plans for new facilities and often reduce R&D efforts. • Unemployment decrease and consumer confidence increases, companies my see growth. • Changes if foreign currency rages could be good or bad, depending on whether this makes the products or services cheaper or more expensive in their foreign target market. • Changes in trade restrictions could be considered good or bad depending on where a company does business.

  17. Socio-Cultural • Obesity is an issue in the US, as it causes many health problems. Consumers advocates for healthier eating habits have criticized fast-food chains. • The US is becoming a more ethnically and racially diverse country. Marketing plans need to meet this change. For example, in the are of home buying, minority consumers are expected to account for more than half of all new home purchases by 2012.

  18. Technological Computer Automation: The home of the future may be completely automated. You may be able to call from your cell phone to change your thermostat so your home is warm when you arrive. Satellite Technology: Cars offer satellite radio and navigation systems that direct you to your destinations, as well as SOS systems, such as OnStar, that can help you in an emergency.

  19. The Marketing Plan THE END SWOT ANALYSIS

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