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GSS: Marketing Management PlanAn Academic Gimmick or Useful Tool

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The Roadmap

Content of Marketing Plan

Marketing : An OrganisationalPerspective

Organisational Structural Hierarchy

MarketingOrganisational Decision Making

Recap

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Executive Summary Situation Analysis

Market Summary Market Demographic

Market Needs Market Trends Market Growth

SWOT Analysis Competition Product Offering Keys to success

Critical Issues Marketing Strategy

Mission Marketing Objectives

Content of Marketing Plan Financial Objectives Target Market Positioning Strategies

Marketing Mix Marketing Research

Financials Break Even Analysis Sales Forecast Expense Forecast

Controls Implementation Mile Stones Marketing Organisation Contingency Planning

Difficulties & Risks Worst-case Risks

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To look internally in order to fully understand the results

of past marketing decisions

To look externally in order to fully understand the market

in which they operate.

Sets future goals and provides direction for future

marketing efforts that everyone within the organization

should understand and support.

Purpose of Marketing Plan

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Marketing : OrganisationalPerspective

No longer a Cos department/Functional entityonly

Drives Vision, Mission & Strategic Planning

Decides: Cos customers, what needs to besatisfied, what products to offer, at what

Price, Communication Model, what channel touse and what partnership to develop

Marketing succeed only when all functionssupports its Goal & Objective

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Marketing Mix

Focus Area

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Organisational StructuralHierarchy

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Ways to Structure a Business

By function

By product or activity

By area

By customer

By process

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Marketing

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Marketing is the human activity directed atsatisfying human needs and wants through anexchange process Kotler 1980

Cont

Definitions of Marketing

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The right product, in the right place, at theright time, and at the right price

Adcock et al

Cont

Definitions of Marketing

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Marketing is the management process thatidentifies, anticipates and satisfies customerrequirements profitably

The Chartered Institute of Marketing

Definitions of Marketing

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Marketing

Needs and wants

Right

Profitably

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Product Development Cycle

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Product life cycle

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Organisational DecisionHierarchy

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Shift in Organisational Focus

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Organisational Decision

Hierarchy

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Level of Strategy

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Recap

Organisational Structural Hierarchy

Marketing Mix

Organisational Decision Making

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