浏览: 日期:2020-01-13

  •The Marketing Planning Process

  •External Marketing Audit Checklist I

  •External Marketing Audit Checklist II

  The Market

  1.Market size, growth rates, trends and developments

  2.Customers, who are they, their choice criteria, how, when, where do they buy, how do they rate us vs. the competition on product, promotion, price, distribution

  3.Market segmentation: how do customers group, what benefits do each group seek

  4.Distribution: power changes, channel attractiveness, growth potentials, physical distribution methods, decision makers and influencers

  5.Suppliers: who and where are they, their competencies and shortcomings, trends affecting them, future outlook

  •External Marketing Audit Checklist III


  1.Who are the major competitors?

  2.What are their objectives and strategies?

  3.What are their strengths and weaknesses?

  4.Market shares and size of competitors

  5.Profitability analysis

  6.Entry barriers

  • The Porter Model of Competitive Industry Structure


  Information technology solutions supplier IBM uses advertising like this to demonstrate the value that it provides to buyers

  •Internal Marketing Audit Checklist

  •SWOT Analysis


  Advertising like this for TagHeuer

  watches (with the tagline –

  The Mikrograph: precise to 1/100th

  of a second) aims to demonstrate

  its unique competitive strengths in making precision devices

  • Strategic Thrust (direction of business)

  Product Growth Strategies -The Ansoff Matrix

  •Strategic Objectives

  •Core Strategy

  •Competitive Strategies


  Toyota’s key resources such as its production expertise, distribution coverage and powerful advertising like this ‘lifestyle’ campaign have combined to enable it to gain market leadership in the mass car market

  •Testing Core Strategy

  •Key Questions and the Process of Marketing Planning

  •The Rewards of Marketing Planning

  •Marketing Planning Problems

  and Recommendations

  Marketing planning problems




Opportunity cost


Reward systems





  Recommendations for minimising the impact of problems


Senior management support


Match planning system to business culture


The reward system


Depoliticise outcomes


Clear communication



  •Chapter Summary


The role of marketing planning is to give direction to an organisation’s marketing effort and co-ordinate its activities.


The various stages of the marketing planning process include developing or adjusting the business mission, setting marketing objectives, analysing the marketing environment, deciding the core strategy and organising the implementation.


The marketing audit is divided into an external and an internal audit.


Marketing objectives need to be decided at two levels: strategic thrust and strategic objectives.


There are four strategies available for marketing planners: differentiation, cost leadership, differentiation focus and cost focus.


There are a number of rewards to be gained from pursuing careful planning.


Marketing planning work is complex but strong leadership, planning and training can help to overcome difficulties.

  The Senior Management Team would like you to produce a Marketing Plan considering marketing strategies and tactics within your report.

  The Marketing代写 Plan must include the following:

  Executive Summary

  Marketing audit and SWOT

  Micro environmental in the market

  assignment of strategic options

  Marketing objectives

  The core strategy

  The marketing mix

  The organisation, implementation and control issues

  assignment Criteria:

  Understanding of the relevant concepts (30%)

  Application of the concepts in relation to the Lowry Centre with evidence and justification (40%)

  Usefulness of the marketing plan and a through coverage of the marketing mix (20%)

  Correct format for report, grammar, citations and referencing, inclusion of copies of sources in the appendices (10%)