Lecture Basic Marketing: A global managerial approach - Chapter 19: Developing innovative marketing plans

Chapter 19:
  

Developing
Innovative
Marketing Plans

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Strategies, Plans, and Programs
Strategy

Plan

Program
19­2

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Strategic Market Planning Process
N

Narrowing down to focused strategy

Customers
Needs and other
Segmenting

Dimensions

S.
W.
O.
T.

Company
Objectives
& Resources

Segmentation
& Targeting
Positioning&
Differentiating

Product Place
Target
Market

Price Promotion

Competitors
Current &
Prospective
Technological    External
Political & Legal
Social & Cultural
Economic
19­3

Market Environment
Exhibit 19­1
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


S.W.O.T. Analysis

Strengths

Internal
Factors

Weaknesses

19­4

Opportunities

Strategy
Planning

External
Factors

Threats

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.

Forecasting Market Potential and Sales
Factor Method

Time Series

Trend Extension

Sales Forecast

Leading Series

Key Terms
and Concepts
in
Forecasting

Market Potential
19­5

Indices

Jury of Executive
Opinion
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Straight-Line Trend Projection

Dollars

Trend
Actual sales

0

Years
A trend extension simply extends past experience 
into the future.  When factors influencing sales are 
predictable, this can be useful.  A weakness in this 
method though is that conditions tend to change 
more often than they stay the same.

Exhibit 19­4
19­6

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Spreadsheet “What If” Questions

A spreadsheet can be used to compare estimated 
sales, costs, and profits for “reasonable” 
alternative marketing mixes.  Manipulation of any 
element of the mix allows for quick assessment of 
likely outcomes.
19­7

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Planning for International Marketing
Exporting

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19­8

Licensing

Contract Manufacturing

Management Contracting

Joint Venturing
Wholly Owned
Subsidiaries
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.