CHAPTER 2 : MARKETING INVOIVES BUILDING RELATIONSHIP , they have 2 keyword…
CHAPTER 2 : MARKETING INVOIVES BUILDING RELATIONSHIP
THE OBJECTIVE OF THIS TOPIC IS :
marketig strategic /mix
1 . what meaning of strategic planning :
process of developing and maintaning a strategic fit between the organization goals and its changing marketing opportunities
Process strategic planning
for example : increase a sales when year will end
something is real to get achievable
they are 3 objective to be succeful the mission :
identify the strategic planning that want to achievable ....
meaning of potfolio : the collection of businss and product that make up the company ...
for example of portfolia is panasonic electric
the have 2 objective of this portfolia :
Attrativeness - that use in the market
2 . Strenght - market share in the industry .
The have 2 designing the business portfolia ..
Current business - decide which business should receive more , less or no investment
Future portfolio : developing strategies for growth and downsizing
Matric of relative market :
high : star - Things / people that get higher attention
For example : Siti Nurhaliza
2 . cash cow : object or human exits but they do not get more attention compared to star..
Question mark - For example , prigles . This product is widely sold in the market but the demand for people to buy is less . The soluction is these prigles releasing their new product .
2 . market development
for example : Johnson baby . They do not only selling a product to the baby but they development to the mother of baby also .
For example : brand nike . That we know that brand more for atlets . But in this time , we also see children also use that brand .
For example : market that selling most 20 year . For example like KFC , MC Donald
3 . Diversification
A new business or market . Depends on company that you do .
for example : Airasia , colgate
New product : MC Donald and KFC . This market always come out the new produt
For example : before this KFC only selling a chicken but right now they also selling a burger .
2.1 : Partering to build customer relationshirp
Value chain - Partening with other company
For exampe , value chain they will carry out value - creating activities to design , produce , market and other .
The sucess of value chain depands on how well each department perform its work .
Example , MC DONALD . They so many people going to the mc donald . It not because a food is delicious but the offer and services that was make of that particular .
2.3 Marketing strategy and marketing mix
defined : is a logic by which the companies hopes to achieve profitable relationship .
Divison of a market into distinct groups of buyer who have different need , chracterists or behviour
PROCESS OF evaluating each market segment attractives ansd selecting one or more segment to enter .
For example , Yakult offer the 2 types of tastes
for exampe , Quality , design
2 . price
list price , discount
3 . Promotion
adversiting , personal selling
location , inventory
Is the arranging for a product to ocupy a clear ,distinctive and disirable places relative to competing products in the mind of a target consumer
Differentation : developing the market offering to create superior customer value .
they have 2 keyword when talking about the strategic planning
servies and growth of organization