7802120 STEP Analysis Marketing Strategy

8/2/2019 7802120 STEP Analysis Marketing Strategy

1/25

Introduction (1)

The Marketing Environment

Strategy

STEP/PEST


2/25

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


3/25

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.


4/25

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 ?


5/25

Strategy level

Corporate strategy

Take-overs, merges, acquisitions

SBU: Business strategy

Productportfolio, new markets, products

PMC: Functional strategy

Price, Place, Product, Promotion


6/25

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?


7/25


8/25

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


9/25

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


10/25

The marketing environment

Macroenvironment

Company

Microenvironment /Industry


11/25

Elements of the external

environment (STEP or PEST)

TechnologicalSociocultural

Political / legal

FIRM

Economic

Environmental


12/25

The sociocultural environment

Changing demographics

grey marketsize of household

Change in lifestyle

Change in societal attitudesAttitudes


13/25

Change in lifestyle


14/25

Change in societal attitudes

Environmental issues

Personal ethics Health and safety

Marketing Strategy

Animal welfare

Business ethics


15/25

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


16/25

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.


17/25

Technological environment

Br. Retailer: databasefor demografic (!) facts

TNO: Whiter than white!Product + tester


18/25

The economic and

competitive environment

Macroeconomic: Taxation, Intrest rates, Exchange rates,

International trading blocks

Microeconomic Income distribution

monopoly


19/25

Environmental analysis

Increased pollution

Shortages of raw materials such as oil

and coal

Increased cost of energy

Government intervention in naturalresource management


20/25

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


21/25

S W O T

Strengths

Weaknesses

Internal Analysis

Opportunities

Threats

External Analysis

Environmental Scan

SWOT Matrix


22/25

SWOT

S & W:

present & past

internally controlled factors (4Ps)

O & T:

present & future

outward-looking, strategic view


23/25


24/25

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!


25/25

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

7802120 STEP Analysis Marketing Strategy

Documents