Step Analysis and Swot

7/28/2019 Step Analysis and Swot

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Introduction (1)Introduction (1)

The Marketing EnvironmentThe Marketing Environment

StrategyStrategy

STEP/PESTSTEP/PEST


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Introduction (2)Introduction (2)

Value Chain > leading principleValue Chain > leading principle

Management/ law / organisationalManagement/ law / organisational

structuresstructures

InternationalisationInternationalisation

Marketing and sales (structure/functions)Marketing and sales (structure/functions) Marketing strategiesMarketing strategies

Segmentation of marketsSegmentation of markets

4 Ps4 Ps

E-commerceE-commerce


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Experiences in aExperiences in a

companycompany

Every company has its own valueEvery company has its own value

chain and its own special way to reachchain and its own special way to reach

its goals !its goals !

> Maybe its time to update our missionstatement.


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Strategy, the big pictureStrategy, the big picture

Goals of the companyGoals of the company

Mission/Mission

statement !

Company

E.g. Philips: Lets make things betterLets make things better

Strategic vision

Who are we and whatdo we stand for?!

In what market do weoperate? (M-definition)

Whats the M-potential?

StrategylevelStrategylevel

Profit/non profit?Profit/non profit?Service/product?Service/product?What & How ?


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Strategy levelStrategy level

Corporate strategyCorporate strategy

Take-overs, merges, acquisitionsTake-overs, merges, acquisitions

SBU: Business strategySBU: Business strategy

Productportfolio, new markets,Productportfolio, new markets,

productsproducts

PMC: Functional strategyPMC: Functional strategy Price, Place, Product, PromotionPrice, Place, Product, Promotion


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Corporate strategy &Mission

Corporate strategy: helps to controland coordinate the different areas of

the organisation, finance, marketing,production, R&D, etc. to ensure thatthey are all working towards the sameobjectives.

MissionMission Which product: what need is supplied for??Which product: what need is supplied for?? Which market??Which market?? Who are the buyers/ the consumers?Who are the buyers/ the consumers?


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Mission StatementMission Statement

Examples :Examples :

Philips:Philips: Our mission is to improve theOur mission is to improve the

quality of existance by introducingquality of existance by introducingusefull innovations at the rightusefull innovations at the right

moment.moment.

Lets make thingsLets make thingsbetterbetter

"Organize the world's information and"Organize the world's information and

make it universally accessible andmake it universally accessible and
http://en.wikipedia.org/wiki/Google


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Strategy, the big pictureStrategy, the big picture

Marketing strategyMarketing strategy

Mission/Mission

statement

Levels: Strategic, Tactical,operational

Corporate strategy

Planning proces

Allocation of resources

Portfolio of activities fororg.

Organisations missionOrganisational objectives

Competing in a productmarket

Selecting markets andsegments

Determining marketing mix

Guides, directs, controls,coordinates

Informs,operationalises


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Overall picture

Planning process:Monitoring and analysing

Internal factors

Events, drivers,

new goals,changing business/ profits

Strategy

External factors

SWOT

Strategy

Environmental analysis

Strategic options,goals

Operationalise

Implementation

Dynamic

process


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The marketingThe marketing

environmentenvironmentMacroenvironment

Company

Microenvironment /

Industry


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Elements of the externalElements of the external

environment (STEP orenvironment (STEP or

PEST)PEST)

TechnologicalSociocultural

Political / legal

FIRM

Economic

Environmental


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The socioculturalThe sociocultural

environmentenvironment Changing demographicsChanging demographics

grey marketgrey marketsize of householdsize of household

Change in lifestyleChange in lifestyle

Change in societal attitudesChange in societal attitudes AttitudesAttitudes


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Change in lifestyleChange in lifestyle


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Change in societalChange in societal

attitudesattitudes

Environmental issues

Personal ethics Health and safety

Marketing Strategy

Animal welfare

Business ethics


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Change in societalChange in societal

attitudesattitudes

Environmental issues

Personal ethics Health and safety

Marketing Strategy

Animal welfare

Business ethics

roduct originsoduct content

BriberyUnethical practices

Farming methods

IngredientsProduction

Suppliers/ MarketsLabour prices

Community service


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TechnologicalTechnological

environmentenvironment Materials, productsand components :- Packaging

-Production processes:-- Distribution

Marketing andcustomers:--

Fast pace of technologicalchange

High R & D costs and equallyhigh budgets to ensureadvancement.

Increased regulation

Internet: The emergence of theInternet made it possible forconsumers to compare prices ofproducts more easily than was

previously possible.


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TechnologicalTechnological

environmentenvironment

Br. Retailer: databasefor demografic (!) facts

TNO: Whiter than white!Product + tester


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The economic andThe economic and

competitivecompetitive

environmentenvironment

Macroeconomic:Macroeconomic: Taxation, Intrest rates, Exchange rates,Taxation, Intrest rates, Exchange rates,

International trading blocksInternational trading blocks

MicroeconomicMicroeconomic Income distributionIncome distribution

monopolymonopoly


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Environmental analysisEnvironmental analysis

Increased pollutionIncreased pollution

Shortages of raw materials suchShortages of raw materials such

as oil and coalas oil and coal Increased cost of energyIncreased cost of energy

Government intervention inGovernment intervention in

natural resource managementnatural resource management


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Political /legalPolitical /legal

environmentenvironment National and Local governmentsNational and Local governments

European UnionEuropean Union

The G-7? (economical-political)The G-7? (economical-political)

Legal: official bodiesLegal: official bodies ASA: Advertising Standards AuthorityASA: Advertising Standards Authority

OFT: Office of Fair Trading (UK)OFT: Office of Fair Trading (UK)

Influenced by sociocultural factors:Pressure of public opinion, media, pressure groups


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S W O TS W O T

S t r e n g t h s

W e a k n e s s e s

I n t e r n a l A n a l y s i s

O p p o r t u n i t i e s

T h r e a t s

E x t e r n a l A n a l y s i s

E n v i r o n m e n t a l S c a n

SWOT Matrix


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SWOTSWOT

S & W:S & W:

present & pastpresent & past

internally controlled factors (4Ps)internally controlled factors (4Ps)

O & T:O & T:

present & futurepresent & future

outward-looking, strategic viewoutward-looking, strategic view


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SWOT MatrixSWOT Matrix

+ Strengths Opportunities

- Weaknesses Threats

Internal External


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FinallyFinally

Looking at the externalLooking at the external

environment:environment:

Situation of the moment:Situation of the moment: many factorsmany factors

great diversity of influencesgreat diversity of influences

rapid changesrapid changes

3.3. What influences a specificWhat influences a specific

company?company?


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LiteratureLiterature

Week 1

Lecture 2 Macro-Meso factorsReading Material:

Kotler Principles of Marketing, Chapter 3 The Marketing Environment, page 87-117 Chapter 6 The Global Marketplace, Looking at the

global marketing environment, page 213-222

Lecture 3 Global Marketing

Reading Material:Kotler Principles of Marketing,

Chapter 6 The Global Market Place, Deciding on theglobal marketing programma, page 229-238

Step Analysis and Swot

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