Sheets AvdZwart Strategic Marketing Planning Inholland 4 Oct. 2011

8/3/2019 Sheets AvdZwart Strategic Marketing Planning Inholland 4 Oct. 2011

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P R E P A R E D B YA L E X V A N D E R Z W A R T M S C B A

C O U R S E : T H I N K I N G A B O U T Y O U R B U S I N E S S O FT O M O R R O W ( Y E A R 3 )

G R E E N P O R T B U S I N E S S & R E T A I L

H O G E S C H O O L I N H O L L A N D D E L F T

0 4 - 1 0 - 2 0 1 1

STRATEGIC

MARKETING PLAN(NING)FOR HORTICULTURAL FIRMS


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COMPANY VISIT LAST WEEK?

Did you get answers to the targetmarket questions and positioning

questions?

and the other questions?


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RECAP LAST WEEK


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Today......

Internal and external analysis

Buying behaviour

2.6


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BIG PICTURE


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External and internal analysis

Internal analysis

Strengths, Weaknesses

External analysis

Opportunities, Threats

Confrontation analysis

Organizational structureOrganizational culture

Internal processes eninnovative skills

Financial aspects

Analysis marketenvironment

Analysis generalenvironment

Competitor analysis

MarketingCustomers & Markets

Vision

Mission statement


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Strategy development

Internal analysis

Strengths, Weaknesses

External analysis

Opportunities, Threats Confrontation analysis

Strategic optionsJudgment criteria

(FOETSJE)And selection

Strategy and determinecompany goals


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SOURCE OF COMPETITIVEADVANTAGE

3. Cost focus 4. Differentiation

focus

NARROW

TARGET

Co

mpetitive

Scope

BROAD

TARGET

1. Cost

leadership

DIFFERENTIATION

2. Differentiation

LOWER COST

Porters four generic business strategies


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BIG PICTURE


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THE MARKETINGENVIRONMENT


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What environmental forces can affect thecompanys ability to serve its customers?

Explain how changes in the demographic and

economic environments affect marketingdecisions.

What kind of major trends in the firmsenvironment occur?

How can your company react to themarketing environment?


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Challenges

Faces shifting consumer

lifestyles and preferences

for healthier foods.

Low ratings of food and

service quality.

Atmosphere not upscale.

Image is perceived asbeing uncultured, uncool,

and unclassy by younger

target markets.

McDONALDS Facing New Challenges

CASE STUDY

Marketing Initiatives Focus on core

competency of consistent

products and reliableservice.

Offers upscale alternatives

including McCafe and

Bistro Gourmet. Eliminates supersize,

offers healthier food

options, and introduces

Go Active! Adult Happy

Meal.


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MARKETING ENVIRONMENT

Consists of actors and forces outside the

organization that affect managements

ability to build and maintain relationships

with target customers. Studying the environment allows marketers to

take advantage of opportunities as well as tocombat threats (external analysis!).

Market(ing) intelligence and research are usedto collect information about the environment.


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MARKETING ENVIRONMENT

Actors in the microenvironment include:

The company itself

Suppliers Marketing intermediaries

Customers

Competitors

Publics


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THE MICROENVIRONMENT

Companys Internal Environment:

1. Areas inside your company.

2. Affects the (marketing departments)planning strategies.

3. All departments must think

consumer and work together toprovide superior customer value andsatisfaction.


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Suppliers:

Provide resources needed to

produce goods and services. Important link in the value delivery

system.

Most marketers treat suppliers likepartners.


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Marketing intermediaries:

Help the company to promote, sell, and distribute its goodsto final buyers

Resellers

Wholesalers

Physical distribution firms

Marketing services agencies

Financial intermediaries


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Customers:

Five types of markets that purchase a companys goodsand services.

Consumer

Business

Reseller (in your case)

Government

International


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Competitors:

Those who serve a target market with products and services

that are viewed by consumers as being reasonablesubstitutes.

Company must gain strategic advantage against theseorganizations.


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Publics:

Any group that has an interest in or impacton an organization's ability to achieve its

objectives. Financial public

Media public

Government public

Citizen-action public

Local public

General public

Internal public

The Microenvironment


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THE MACROENVIRONMENT

Your project company and all of theother actors operate in a larger

macroenvironmentof forces that shapeopportunities and pose threats to yourflower company.


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THE MACROENVIRONMENT

Forces in the macroevironment can becategorized as:

Demographic Economic

Ecological/Natural

Technological

Political

Social/Cultural

= DESTEP


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DEMOGRAPHIC ENVIRONMENT

Demographics:The study of human populations in terms of size,density, location, age, gender, race, occupation,

and other statistics.

Marketers track changing age and family structures,geographic population shifts, educational characteristics,and population diversity.


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NATURAL ENVIRONMENT

Involves natural resources that are needed as inputsby marketers or that are affected by marketingactivities.

Factors include:

Shortages of raw materials.

Increased pollution.

Increased government intervention. Environmentally sustainable strategies.


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TECHNOLOGICALENVIRONMENT

Most dramatic force shaping our destiny.

Changes rapidly.

Creates new markets and opportunities.

Challenge is to make practical, affordable

products.

Safety regulations result in higher research

costs and longer time betweenconceptualization and introduction of

product.


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POLITICAL ENVIRONMENT

Includes laws, government agencies, and

pressure groups that influence or limit various

organizations and individuals in a given

society. Areas of concern:

Increasing legislation.

Changing government agency enforcement. Increased emphasis on ethics and socially

responsible behavior.


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CULTURAL ENVIRONMENT

The institutions and other forces that affect a

societys basic values, perceptions,

preference, and behaviors.

Core beliefs and values are passed on fromparents to children and are reinforced by schools,churches, business, and government.

Secondary beliefs and values are more open to

change. Marketers may be able to change secondary

beliefs, but NOT core beliefs.


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CULTURAL ENVIRONMENT

Societys major cultural views are expressed inpeoples views of:

Themselves Others

Organizations

Society

Nature

The universe


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Responding to theMarketing Environment

Environmental Management Perspective

Taking a proactive approach to managing the environmentby taking aggressive (rather than reactive) actions to affectthe publics and forces in the marketing environment.


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Responding to theMarketing Environment

Manage the environment by:

Hiring lobbyists

Running advertorials Pressing law suits

Filing complaints

Forming agreements to control channels


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Buying behaviour:

Is your project companysupplying to b or c?


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CONSUMER BUYING BEHAVIOR

Refers to the buying behavior of people who buygoods (like flowers)and services for personal use.

These people make up the consumer market.

The central question for horticulture marketers is: How do consumers respond to various marketing efforts

the company might use?


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MODEL OF BUYING BEHAVIOR

Marketing factors and other stimuli are inputs intothe buyers black box.

Here, stimuli are evaluated in light of the buyer

decision process and the buyers characteristics. Buyer responses influence choice of the product,

brand, vendor, as well as the timing and amount ofpurchase.


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CULTURE

Culture is the most basic cause of a person's wantsand behavior.

Culture is learned from family, church, school, peers,colleagues.

Culture reflects basic values, perceptions, wants, andbehaviors.

Cultural shifts create opportunities for new products or mayotherwise influence consumer behavior.


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CONSUMER BUYING BEHAVIOR

Factors influencing consumer behavior: Cultural factors:

Culture, subculture, social class

Social factors: Reference groups, family, roles and status

Personal factors:

Age/life-cycle, occupation, economic situation,

lifestyle, personality and self-concept Psychological factors:

Motivation, perception, learning, beliefs, andattitudes


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CULTURE

Subculture Groups of people with shared value systems based on

common life experiences.

Major Groups US in China???? Hispanic Consumers African-American Consumers

Asian-American Consumers

Mature Consumers


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SOCIAL CLASS

Societys relatively permanent and ordered divisionswhose members share similar values, interests, andbehaviors.

Measured by a combination of: occupation,income, education, wealth, and other variables.


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SOCIAL FACTORS

Groups: Membership, Reference (Opinion Leaders), Aspirational

Family: Most important consumer buying organization

Roles and Status: Role = Expected activities

Status = Esteem given to role by society


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PERSONAL FACTORS

Age and Life-Cycle Stage People change the goods they buy over their lifetimes.

Occupation Occupation influences the purchase of clothing and other

goods.

Economic Situation Some goods and services are especially income-sensitive.


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PERSONAL FACTORS

Lifestyle:

Pattern of living as expressed in psychographics

Activities

Interests

Opinions


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MOTIVES AND NEEDS

Maslows hierarchyof needs impliesthat lower level

needs must besatisfied prior tohigher level needs. Physiological needs

Safety needs Social needs

Esteem needs

Self-Actualization

A motive (or drive)is a need that issufficiently pressingto direct the personto seek satisfaction.

Maslows hierarchy

of needs explainswhy people aredriven by needs atparticular times.


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PERCEPTION

Process by which people select, organize, andinterpret information to form a meaningful picture ofthe world.

Selective attention (aandacht)

Selective distortion (vertekend)

Selective retention (geheugen)


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LEARNING

A relatively permanent change in behaviordue to experience.

Interplay of drives, stimuli, cues, responses,

and reinforcement. Strongly influenced by the consequences of

an individuals behavior Behaviors with satisfying results tend to be

repeated. Behaviors with unsatisfying results tend not to be

repeated.


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BELIEFS & ATTITUDES

A beliefis a descriptive thought that a person holdsabout something.

An attitudeis a persons consistently favorable or

unfavorable evaluations, feelings, and tendenciestoward an object or idea.


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BUYING DECISION PROCESS

Need recognition

Information search

Evaluation of alternatives

Purchase decision Postpurchase behavior


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SOURCES OF INFORMATION

Personal

Commercial

Public

Experiential


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Factors that influence purchase decision:

Attitudes of others

Unexpected situational factors


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Consumer satisfaction is a function of consumerexpectations and perceived product performance.

Performance < Expectations ----- Disappointment Performance = Expectations ----- Satisfaction

Performance > Expectations ----- Delight


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Cognitive dissonance:a buyers doubts shortly after apurchase about whether it was the right decision.


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STAGES IN THEADOPTION PROCESS

1. Awareness: Consumer becomes aware of thenew product, but lacks information about it.

2. Interest: Consumer seeks information about new

product.3. Evaluation: Consumer considers whether tryingthe new product makes sense.

4. Trial: Consumer tries new product on a small scaleto improve his or her estimate of its value.

5. Adoption:Consumer decides to make full andregular use of the new product.

O C O


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PRODUCT ADOPTERCATEGORIES

(Sheets Hans Ligtenberg as well..)

Innovators

Early adopters Early majority

Late majority

Laggards

PRODUCT CHARACTERISTICS THAT


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PRODUCT CHARACTERISTICS THATINFLUENCE THE RATE OF

ADOPTION

Relative Advantage: Is the innovationsuperior to existing products?

Compatibility: Does the innovation fit thevalues and experience of the targetmarket?

Complexity: Is the innovation difficult tounderstand or use?

Divisibility: Can the innovation be used on a

limited basis? Communicability: Can results be easily

observed or described to others?


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NEXT WEEK (11-10-2011)

Strategy formulation

Confrontation matrix

Option(and guestlecture)

Sheets AvdZwart Strategic Marketing Planning Inholland 4 Oct. 2011

Documents

Transcript of Sheets AvdZwart Strategic Marketing Planning Inholland 4 Oct. 2011