•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

　　Competition

　　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

　　•IBM

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

　　•Internal Marketing Audit Checklist

　　•SWOT Analysis

　　•TAGHeurer

　　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

　　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

 

Political

 

Opportunity cost

 

Reward systems

 

Information

 

Culture

　　Recommendations for minimising the impact of problems

 

Senior management support

 

Match planning system to business culture

 

The reward system

 

Depoliticise outcomes

 

Clear communication

 

Training

　　•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%)