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Marketing Planning Decisions (Tactical Level (Objectives (Mental…
Marketing Planning Decisions
Confrontation Analysis
Outside-in SWOT
[to know what we need to do and then go for the inside out ]
Three Steps
Confrontation analysis[matrix]
4 quadrants
1.Determine weights based on priorities
2.Score each intersection of an external and internal aspect with +,-,nothing
Before it, we need to:
Combine the result of E&I analysis ,
Give an explicit version of each SWOT,
Set priorities(impact, moment, duration),
Select 5 elements for each analysis(because of limited resources)
Strategic issues
Defining the current situation
, the starting point for future related to decisions and activities What will happen if we don't change the policy?➡️How serious the current situation is
How to calculate results unchanged policy:
It's
hypothetical
and in the future, so difficult to be precise
Method
:
Draw
a straight line between two dots,and
extrapolate
that line into future
Adapt
the future dot based on the outcome of Confrontation Matrix
Inside-out
[uncertainly]
Require internal resources:
(Red or Blue ocean)
Value for customers, Rare, Difficult to imitate, Attainable in money people, Extendable to other markets/products, not mobile
Strategic Choice at organizational level
First step-Basic of strategy [Value strategies]:
Customer intimacy (tailor made solution for customer)
Product leadership (best or innovative product)
Operational excellence (cheap,easy to obtain)
Second step-Strategy direction
:
Market penetration CI
Market development OE
Product development PL
Diversification within the current market domain CI
Diversification in other existing market domain OE
Diversification in new market domain PL
Third step-How to realize
:
On your own
By strategic alliances, partnership
Mergers and acquisition
Double Role:
Make decisions; After decision made, it must lead to the realization of the objectives. It has the consequence what you have to do(harder or not),which is one of the motivations of your choice
Tactical Level
Channel: Place and Promotion combined
Means
Activities [sales related event & marketing related event]
Objectives
Mental availability-Promotion and communication to reach
Physical availability-Distribution online & offline
Offer
Product (More concrete; possibilities of customer participation)
Price (total cost of obtaining and using)
Target groups
Creativity [why is necessary and difficult?]
CSR
PPP [People-planet-profit]
Value creation-Shared value (long term for society and planet)
Greenwashing
Definition
: It's a cheap sale trick, that is the process of conveying the false impression or providing misleading information about how a company's product are more environmentally sound.
Negative effect
: Gleenwashing will have a bad effect on the fame of the company. It reduces the trust of customers in the company. And you need to believe before communicate with the outside world,based on the Kolter's image, identity, integrity
Online Marketing
Chaston Strategies
Product performance excellence-PL
Price performance excellence-OE price part
Relation excellence-CL
Transaction performance-OE easy to obtain part
Van Leeuwen
ambidexterity strategies
Product leadership
Operational excellence
Customer intimacy
Service leadership- Specialization of PL
Customer experience management- Specialization of PL
Online & Offline
- Difference:
everything what can be done online, also can be done offline, but it's more flexible, quicker, has far more variations and possibilities ,is easier to apply and make accountable
- Common ground:
Both of the channels have the objective to generate customer value
Interface
Marketing &other functional area:
Marketing needs the other functional areas to realize their objectives, it cannot perform without the support of them.
Also because marketing is the only area that have an external point of view, while the others have an internal one
Strategic Choice at marketing level
STP model (WHAT)
Distinctive assets and CSF
Target groups
Positioning
Segmentation
OCA model (HOW)
Channel
[How to reach the customer]
Meters
People
Media (mass media, DM media, online)
Physical transport
Activities
[what to do toward the customer]
Innovator or follower
Marketing concept
Marketing 1.0 2.0 3.0
Offer
: Product and service in combination with price we offer