Proposal of a marketing strategy
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13 LIST OF FIGURES
LIST OF TABLES
TAB. 1 Basic Marketing Concepts 10
TAB. 2 Differences in B2C and B2B End User Sector 11
TAB. 3 Eight-step Strategy Planning Process 13
TAB. 4 An Example of SWOT Analysis Table 16
TAB. 5 Five Forces Analysis 17
TAB. 6 The GE Matrix 20
TAB. 7 Shell Directional Policy Matrix 20
TAB. 8 Decision-making Methods USed to Draw Up a Strategic Marketing Plan 21
TAB. 9 Criteria on Market Segmentation 21
TAB. 10 Intuitive and Data-based Segmentation Processes 22
TAB. 11 Characteristics of Product Lifecycle and Corresponding Marketing Targets 23
TAB. 12 Kotler´s Model on Four Positions in a Market 24
TAB. 13 Ansoff´s Matrix 24
TAB. 14 Basic Strategic Question: Assimilation or Expansion 24
TAB. 15 Most Common Objectives 26
TAB. 16 Strategies of Product Lifecycle – Product 27
TAB. 17 Strategies of Product Lifecycle – Price 28
TAB. 18 Possible Positioning Strategies 29
TAB. 19 Strategies of Product Lifecycle – Channels 29
TAB. 20 Strategies of Product Lifecycle – Promotion 30
TAB. 21 Performance Metrics Used by Sector 31
TAB. 22 Cathegorization of CRM Benefits 35
TAB. 23 Comparing Customer Relationship Revenues with Relationship Costs 35
TAB. 24 Overview of Objectives 39
TAB. 25 Basic Data of The Czech Economy 44
TAB. 26 Households Total by Net Money Income per Person - Deciles - Housing Characteristics 45
TAB. 27 Potential Entrants 46
TAB. 28 Buyers versus Product Groups 48
TAB. 29 Potential Substitutes 49
TAB. 30 Main company´s competitors 49
TAB. 31 Company´s Balance Scorecard 53
TAB. 32 Profitability, Liquidity and Efficiency Ratios 55
TAB. 33 Summary of Financial Analysis - Impact on Choice of a Strategy 56
TAB. 34 GE/McKinsey Matrix – Supporting constructions 58
TAB. 35 GE/McKinsey Matrix - Ceramics 58
TAB. 36 GE/McKinsey Matrix - Mosaics 59
TAB. 37 GE/McKinsey Matrix - Pensile Facades 59
TAB. 38 Cost of Marketing Promotional Activities 2007 63
TAB. 39 Responsiveness and Effectivity of Promotional Activities 2007 63
TAB. 40 Key Characteristics of Chosen Customer Segment 66
TAB. 41 New Supplier Acquiring Process Cost 69
TAB. 42 Differentiation through Services 69
TAB. 43 Key factors in Company´s Services 70
TAB. 44 CRM Benefits in Marketing of Styl 2000 71
TAB. 45 CRM Software Provision Cost 72
TAB. 46 Comparison of Product Portfolio Items 74
TAB. 47 Showroom Reorganisation Cost 75
TAB. 48 Cost Breakdown - Current Situation 75
TAB. 49 Cost Breakdown - Strategy proposal 76
TAB. 50 Strategies for Promotion 78
TAB. 51 List of Strategies 80
TAB. 52 Key Variables for Introduction of Relationship Management 80
TAB. 53 Cost Benefit Analysis 81
13 LIST OF FIGURES
FIG. 1 Process of Strategical Business Planning 8
FIG. 2 Process of Value Transmission 9
FIG. 3 Decision Process and Strategy to Be Applied 10
FIG. 4 Marketing Planning Process 14
FIG. 5 Forces Driving Industry Competition 18
FIG. 6 The Balanced Scorecard 19
FIG. 7 Bowman´s Strategic Options 25
FIG. 8 The Four Dimension of CRM 34
FIG. 9 The KMV Model of Relationship Marketing 36
FIG. 10 Average Gross Annual Earnings and Total Household Consumption Expenditure 44
FIG. 11 GE/McKinsey Matrix for Product Portfolio of Styl 2000 60
FIG. 12 General Overview of Marketing Promotion Activites in 2007 62
FIG. 13 Financial Intensity of Marketing Promotion Activities 62
FIG. 14 Operational Cost and Income 67
FIG. 15 Gannt´s Chart for CRM Strategy 73
Marketing Audit Questions
Questions to Include in a Marketing Audit
Products: the Reason for Existence
Is the product free from deadwood?
What is the life-cycle stage?
How will user demands or trends affect you?
Are you a leader in new product innovation?
Are inexpensive methods used to estimate new product potentiasl before considerable amounts are spent on RaD and market introduction?
Do you have different quality levels for different markets?
Are packages/brochures effective salespeople for the products they present?
Do you present products in the most appealing colours (formats) for markets being served?
Are there features or benefits to exploit?
Is the level of customer service adequate?
How are quality and realiability viewed by customers?
Customer: User Profiles
Who is the current and potential customer?
Are there geographic aspects of use:
, rural, urban?
Why do people buy the product, what motivates their preferences?
Who makes buying decisions, when, where?
What is the frequency and quantity of use?
Are intermediaries making money from the line?
Can the product support marketing communications programs?
Will the manufacturin process require more volume?
Distribution Channels: Selling Paths
Does the systém offer the best access to all target markets?
Do product characteristics require specials?
What is the most profitable type of presentation for each market: direct vs. reps,
master distributors or dealers
What are the trends in distribution methods?
Sales Administration: Selling Efficiency
Are customers getting coverage in proportion to their potential?
Are sales costs planned and controlled?
Does the compensation plan provide optimum incentive and security for reasonable cost?
Is performance measured against potential?
Are selling expenses proportionate to results and potentials within markets or territories?
Are there deficiencies in recruitment, selection,
, motivation, supervision, performance,
, or compensation?
Are effective selling aids and sales tools provided?
Markets: Where Products are Sold
Have you identified and measure major segments?
Are small, potential market segments overlooked in trying to satisfy the majority?
Are the markets for the products expending or declining?
Should different segments be developed, are there gaps in penetration?
Competitors: Their Influence
are the principal competitors
, how are they positioned, and where are they headed?
What are their market shares?
What features of competitors´ products stand out?
Is the market easily entered or dominated?
Pricing: Profitability Planning
What are the objectives of current pricing policy: acquiring, defencing, or expanding?
Are price policies set to produce volume or profit?
How does pricing compare with competition in similar levels of quality?
Does cost information show profitability of each item?
is the history of price deals
, discounts, and promotions?
Advertising: Media Program
Are media objectives and strategies linked to the marketing plan?
What are the objectives of the advertising program?
How is media effectiveness measured?
Is advertising integrated with promotion and sales activity?
Is the ad agency´s effectiveness periodically evaluated?
Do you dictate copy theme and content to the agency?
Are you spending realistically, in relation to budget?
Does the sales promotion support a marketing objective?
Is it integrated with advertising and selling activities?
How is it measured for results?
Are slogans, trademarks, logos, and brands being used effectively?
Is point-of-sale material cost effective?
Are you effectively using couponing, tie-ins, incentives,
, stuffers, combination effects?
How do you evaluate trade shows for effectiveness?
Resource: Kotler, P. Principles of Marketing , p.69
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