Marketing Industriale e Direzione d Impresa Lezione 19 Marketing Plan. Ing. Marco Greco Tel

Transcription

1 Marketing Industriale e Direzione d Impresa Lezione 19 Marketing Plan Ing. Marco Greco m.greco@unicas.it Tel

2 Marketing planning Source: Kotler, 2000 Analytic MKT

3 The value chain Retrieved from: rs.net/apples-iphone-5- cost.html

4 Inbound logistics Operations Outbound logistics Marketing and sales Services Margin The value chain Firm infrastructure The sources of value for the customer are not limited to the product components! Support activities Human resource management Technology Procurement Primary activities

5 Why should you make a Marketing plan? The MP provides the company with guidelines that improve coordination It helps in identifying the company s targets It facilitates the allocation of resources within the marketing process It helps human resources to understand their role within the marketing process, improving their commitment It encourages creativity, because it values innovation processes It facilitates the control of the marketing strategy implementation

6 Why people do not make a MP? New contingencies quickly make the MP obsolete Sometimes the plan may not include critical information Sometimes managers who are supposed to implement the plan, which wasn t written by them, behave differently from it Sometimes people do not plan their activities because their are not confident with their capability to make accurate forecasts because they have no time for it because they feel confident that they do not need any plan to succeed

7 The marketing plan structure Executive summary Table of contents 1. Current marketing situation 2. Opportunity and issue analysis 3. Marketing and financial objectives 4. Marketing strategy 5. Action programs 6. Projected profit-and-loss statement 7. Controls

8 1. Current marketing situation The AS-IS of the company 1.1 The marketing environment 1.2 The marketing research Tools 1.3 Porter Analysis 1.4 Ansoff matrix

9 1.1 The marketing environment Fad: unpredictable, short-lived, and without social, economic, and political significance.

10 1.1 The marketing environment Trend: direction or sequence of events that have some momentum and durability Ex.1 increasing participation of women in the workforce consequences? Ex. 2 increasing attention to wellness consequences?

11 1.1 The marketing environment Megatrend: large social, economic, political and technological changes slow to form. Once in place they influence the customers us for years Ex.1 in the US, increasing Hispanic influence Ex.2 increasing rates of graduate education (especially among women)

12 1.1 The marketing environment Macroenvironment Demographic env. Economic env. Socio-cultural env. Natural env. Technological env. Political and legal Microenvironment Public Customers Suppliers Marketing intermediaries Competitors

13 1.1 The marketing environment Demographic environment Reliable data in the short and medium term Ex. 1 Size and characteristics of the population Ex. 2 Chinese little emperors Ex. 3 American Babyboomers

14 1.1 Different generations, different customers

15 1.1 Different countries, different cultural types

16 1.1 The marketing environment Economic environment Recession / growth Income distribution Savings, debt and credit availability Unemployment Inflation rate

17 1.1 Fiat s offer In may 2012 the fuel price in Italy was close to 2 /lt Fiat offered a special discount to people purchasing some of its cars: fuel vouchers for liters at a discounted rate of 1 /lt

18 1.1 Fiat s offer Smart strategy! Lower discount (usually you get around discount when you buy a new car) Postponed and diluted discount (Fiat reimbursed the vouchers in three years) Higher perception of the discount! Externalities on fuel consumption for IP (where vouchers can be used)

19 1.1 The marketing environment Socio-cultural environment Views of God Views of themselves Views of others Views of nature Views of companies Views of society

20 1.1 Mattel s Barbie Source: zilla308.buzznet.com

21 1.1 The marketing environment Technological environment Technology as creative destruction Very fast innovation rate Many International, European, National and Local grants for innovation Universities and public research institutions Patents Other forms of innovation (more or less protected by the law)

22 1.1 The marketing environment Natural environment Renewable energy Pollution Climate changes Epidemics

23 1.1 The marketing environment Political and legal environment Business legislation (e.g. Safety,, workers rights, quality standards, competition, intellectual property) Special interest groups Lobbying Public administration bureaucracy

24 1.1 The marketing environment Public Shareholders Human resources Media Government, Parliament, Local government Associations and groups of citizens Public opinion

25 1.1 The marketing environment Customers Business to consumer market Business to business market The resellers market The Public Administration market The global market The web market Monopsony: only one customer

26 1.1 The marketing environment Suppliers Suppliers of natural resource, renewable or not Suppliers of capitals (Ex. Banks, venture capitalists, ) Suppliers of work Is our company monopsonist?