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MARKETING STRATEGIC THINKING PROCESS - Coggle Diagram
MARKETING STRATEGIC THINKING PROCESS
STEP 1: WHERE R WE
MKT AUDIT & ANALYSIS CAPABILITY
REVIEW MKT EFFECTIVENESS
COMPETITIVE ADVANTAGE & VALUE CHAIN
SWOT ANALYSIS
WAYS TO CONDUCT EFFECTIVE AUDIT
SEGMENTAL, PRODUCTIVITY AND RATIO ANALYSIS
COST CATEGORIES
SEGMENTAL ANALYSIS
MARKETING COST ANALYSIS
ALTERNATIVE OF SEGMENTAL ANALYSIS
CUSTOMER PROFITABILITY ANALYSIS
MARKETING EXPERIMENTATION
PRODUCTIVITY
ANALYSIS OF RATIOS AND TRENDS
RATIOS AND INTERFIRM COMPARISION
MARKET AND ENVIRONMENT ANALYSIS
INDUSTRY AND MARKET BREAKPOINTS
CONSIDER THE FUTURE: MKT PLANNING
STEEPLE ANALYSIS
APPROACHES FOR ENVIRONMENT ANALYSIS AND SCANNING
CUSTOMER ANALYSIS
BUYER'S BEHAVIOUR
FACTOR'S INFLUENCE BUYER'S BEHAVIOR
BUYING DECISION PROCESS
"THE NEW CONSUMER"
ORGANIZATION BUYING BEHAVIOUR
RELATIONSHIP MARKETING
DRIVER'S FOR CONSUMER CHANGE
COMPETITOR ANALYSIS
EVALUATE COMPETITIVE RELATIONSHIP AND ANALYZE HOW TO COMPETE
IDENTIFY COMPETITOR OBJECTIVES
IDENTIFY THEIR STRENGTHS AND WEAKNESS
IDENTIFY COMPETITORS' LIKELY RESPONSE PROFILES
WHO ARE OUR COMPETITORS?
COMPETITOR ANALYSIS AND THE DEVELOPMENT OF STRATEGIES
THE COMPETITIVE INTELLIGENCE SYSTEM
THE DEVELOPMENT OF A COMPETITIVE STANCE
STEP 2: WHERE WE WANT TO BE?
STRATEGY 1: ANALYSE THE PRODUCT PORTFOLIO
THE DEVELOPMENT OF STRATEGIC PERSPECTIVES
MODELS OF PORTFOLIO ANALYSIS
MARKET ATTRACTIVENESS AND BUSINESS POSITION ASSESSMENT
CRITICISMS OF PORTFOLIO ANALYSIS
STRATEGY 2: GENERIC STRATEGIES & SIGNIFICANCE OF COMPETITIVE ADVANTAGES
PORTER'S THREE GENERIC COMPETITIVE STRATEGIES
COMPETITIVE ADVANTAGE AND ITS PIVOTAL ROLE IN STRATEGIC MARKETING PLANNING
TYPES OF STRATEGY
MARKET SEGMENTATION, TARGETING, POSITIONING
MARKET TARGETING
DECIDE THE BREADTH OF MARKET COVERAGE
SEGMENTATION
DETERMINANTS OF SEGMENTATION FEASIBILITY
APPROACHES TO SEGMENTATION
APPROACHES TO SEGMENTING MARKET
PURPOSE OF SEGMENTATION
BASES FOR SEGMENTATION
GEOGRAPHIC + GEODEMOGRAPHIC TECHNIQUES
DEMOGRAPHIC SEGMENTATION
BEHAVIORAL SEGMENTATION
PSYCHOGRAPHIC AND LIFESTYLE SEGMENTATION
APPROACHES TO SEGMENTING INDUSTRIAL MARKETS
PRODUCT POSITIONING
MISSION AND OBJECTIVES
STRATEGY 3: STRATEGIES FOR LEADERS, FOLLOWERS, CHALLENGERS AND NICHERS
STRATEGIES FOR FOLLOWERS
STRATEGIES FOR NICHERS
STRATEGIES FOR CHALLENGERS
MILITARY ANALOGIES AND COMPETITIVE STRATEGY
STRATEGIES FOR MARKET LEADERS
MKT STRATEGY
MILITARY ANALOGIES
LESSONS FOR LEADERS
INEVITABILITY OF STRATEGIC WEAR-OUT (LAW OF MARKETING GRAVITY)
THE INFLUENCE OF POSITION ON STRATEGY
THE INFLUENCE OF PRODUCT EVOLUTION AND PRODUCT LIFE CYCLE ON STRATEGY
ACHIEVING ABOVE-AVERAGE PERFORMANCE AND EXCELLENCE
STEP 3: HOW MIGHT WE GET THERE? STRATEGIC CHOICE
MARKETING MIX
PRICE
DECIDE ON THE PRICE OBJECTIVES
METHODS OF PRICING
APPROACHES TO PRICE SETTING
USING PRICE AS A TACTICAL WEAPONS
PRICING POLICIES & STRATEGIES
PROMOTION
MARKET COMMUNICATIONS
PROMOTION
PRODUCT
PRODUCT DECISION & STRATEGY
DIMENSIONS OF PRODUCT POLICY
WHAT IS PRODUCT
BRAND STRATEGIES
DEVELOPMENT OF NEW PRODUCTS
DISTRIBUTION
CHANNEL MANAGEMENT
DISTRIBUTION STRATEGIES AND DISTRIBUTION PLAN
THE SOFT ELEMENT OF MARKETING MIX + HOW TO INTEGRATE THEM
STEP 4: WHICH WAY IS THE BEST? STRATEGIC EVALUATION
MODELLING APPROACH 1:
INVESTMENT APPRAISAL
COST-VOLUME-PROFIT ANALYSIS
MODELLING APPROACH 2
MATRIX MODELS
THE MARKETING PERFORMANCE ASSESSMENT MODEL
ALLOWING RISK AND UNCERTAINTY
OTHER APPROACHES FOR MODELLING
CRITERIA OF CHOICE
NON-FINANCIAL CRITERIA
MULTIPLE CRITERIA
FINANCIAL CRITERIA
STAGE 5: HOW CAN WE ENSURE ARRIVAL? STRATEGIC IMPLEMENTATION AND CONTROL
MANAGEMENT CONTROL 2:
MANAGEMENT REPORTS
TAKE CORRECTIVE ACTIONS
CONTROL
PROBLEMS TO OVERCOME
PROBLEMS IN THE MARKETING SUBSYSTEM
PROBLEMS OF MARKETING FEEDBACK
PRESSURE
INFORMATION ADEQUACY
COST PROBLEMS
ORGANIZATIONAL ISSUES
PLANNING ORIENTATION
MARKETING ORIENTATION
MANAGEMENT CONTROL 1:
RESPONSIBILITY ACCOUNTING
APPROACHES TO CONTROL
BASIC CONTOL CONCEPT
SOME BEHAVIORAL FACTORS
DEFINITION "CONTROL"