7802120 STEP Analysis Marketing Strategy
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Introduction (1)
The Marketing Environment
Strategy
STEP/PEST
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Introduction (2)
Value Chain > leading principle
Management/ law / organisational structures
Internationalisation
Marketing and sales (structure/functions)
Marketing strategies
Segmentation of markets
4 Ps
E-commerce
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Experiences in a company
Every company has its own value chain andits own special way to reach its goals !
> Maybe its time to update our mission statement.
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Strategy, the big picture
Goals of the company
Mission/Mission statement !
Company
E.g. Philips:Lets make things better
Strategic vision
Who are we and whatdo we stand for?!
In what market do weoperate? (M-definition)
Whats the M-potential?Strategylevel
Profit/non profit?Service/product?
What & How ?
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Strategy level
Corporate strategy
Take-overs, merges, acquisitions
SBU: Business strategy
Productportfolio, new markets, products
PMC: Functional strategy
Price, Place, Product, Promotion
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Corporate strategy & Mission
Corporate strategy: helps to control andcoordinate the different areas of the
organisation, finance, marketing,production, R&D, etc. to ensure that theyare all working towards the same objectives.
Mission Which product: what need is supplied for?? Which market?? Who are the buyers/ the consumers?
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Strategy, the big picture
Marketing strategy
Mission/Mission statement
Levels: Strategic, Tactical, operationalCorporate strategy
Planning proces
Allocation of resources
Portfolio of activities for org.
Organisations mission
Organisational objectivesCompeting in a product marketSelecting 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 marketing environment
Macroenvironment
Company
Microenvironment /Industry
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Elements of the external
environment (STEP or PEST)
TechnologicalSociocultural
Political / legal
FIRM
Economic
Environmental
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The sociocultural environment
Changing demographics
grey marketsize of household
Change in lifestyle
Change in societal attitudesAttitudes
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Change in lifestyle
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Change in societal attitudes
Environmental issues
Personal ethics Health and safety
Marketing Strategy
Animal welfare
Business ethics
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Change in societal attitudes
Environmental issues
Personal ethics Health and safety
Marketing Strategy
Animal welfare
Business ethics
Product originsroduct content
BriberyUnethical practices
Farming methods
IngredientsProduction methods
Suppliers/ MarketsLabour prices
Community service
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Technological environment
Materials, productsand components :- Packaging
-Production processes:-- Distribution
Marketing andcustomers:--
Fast pace of technological change
High R & D costs and equally highbudgets to ensure advancement.
Increased regulation
Internet: The emergence of theInternet made it possible forconsumers to compare prices ofproducts more easily than waspreviously possible.
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Technological environment
Br. Retailer: databasefor demografic (!) facts
TNO: Whiter than white!Product + tester
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The economic and
competitive environment
Macroeconomic: Taxation, Intrest rates, Exchange rates,
International trading blocks
Microeconomic Income distribution
monopoly
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Environmental analysis
Increased pollution
Shortages of raw materials such as oil
and coal
Increased cost of energy
Government intervention in naturalresource management
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Political /legal
environment National and Local governments
European Union
The G-7? (economical-political)
Legal: official bodiesASA: Advertising Standards Authority
OFT: Office of Fair Trading (UK)
Influenced by sociocultural factors:Pressure of public opinion, media, pressure groups
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S W O T
Strengths
Weaknesses
Internal Analysis
Opportunities
Threats
External Analysis
Environmental Scan
SWOT Matrix
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SWOT
S & W:
present & past
internally controlled factors (4Ps)
O & T:
present & future
outward-looking, strategic view
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Finally
Looking at the external environment:
Situation of the moment: many factors
great diversity of influences
rapid changes
1. What influences a specific company?
2. Look at opportunities!
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Literature
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 the globalmarketing programma, page 229-238
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