Chapter 14 Objectives The Process of Building a Marketing Plan Step I: Situation Analysis Step II: Marketing Strategy Step III: Performance Plan.

Chapter 14 Objectives

The Process of Building a Marketing Plan

Step I: Situation Analysis

Step II: Marketing Strategy

Step III: Performance Plan

MBM6Chapter 14

Stericycle is the world’s largest medical waste recycler.

We will use Stericycle to illustrate the process of building a marketing plan.

* Go www.Stericycle.com to learn more about this company, and service products.

2011 Worldwide Market Demand $11 billion

Copyright Roger J. Best, 2012

Building a Marketing Plan

MBM Sample Marketing Plan Number 6

MBM6Chapter 14

Each edition of MBM (Market-Based Management) a 3-year Stericycle Sample Marketing Plan was published. The Plan vs. Actual results are shown above.

Pe

rfo

rma

nc

e E

xce

ede

d P

lan

in M

os

t Y

ea

rs


14-3

Building a Marketing Plan

• Creativity vs. Structure• Benefits of building a market plan• Process of building a marketing plan


This section outlines the benefits of a marketing plan.

MBM6Chapter 14Building a Marketing Plan


Both (creativity and structure) Are Needed…Why?

MBM6Chapter 14

• Challenge current thinking and convention assumptions.

• Strive to go deeper into the total customer experience.

• Look outside your industry for new ideas and best practices.

CREATIVITY

• Comprehensive - Includes all important performance factors.

• Logical – Connects all the dots linking strategy to performance

• Performance Roadmap as to cost and expected performance.

STRUCTURE


14-6

Benefits of Building a Plan

• Identifying opportunities• Leveraging core capabilities• Focused market strategy• Resource allocation• Performance roadmap

A Marketing Plan Is a RoadmapMBM6

Chapter 14

Where Are We and Where Do We Want to Go? - We are at Point A and want to go to Point B. - There is not a clear path to Point B. - We have limited resources in getting to Point B.

How Do We Want to Get There? - We developed the route shown. - Take advantage of opportunities & lessens threats - It is achieveable with available resources.

What Is Suppose to Happen When We Get There?- Arrive on time with no major surprises or set-backs- Enjoy the expected benefits of Point B- Stayed within the planned budget.

Going From Point A to Point B行銷計畫好像旅遊 (行程 )計畫一樣


Three Major Steps in Building a Marketing Plan

MBM6Chapter 14

STEP 1: SITUATION ANLAYSIS

Where Are We Now?

STEP 2: MARKETING STRATEGY

How Do We Get Where We Want To Go?

STEP 3: PERFORMANCE PLAN

Can We Achieve Our Desired Results?

Customer Experience

StrategicChoices

DesiredResults


Painting a Picture vs.Building a Marketing Plan

MBM6Chapter 14

Situation Analysis

Your representation of the current situation.

Painting Strategy Desired Outcome

Your strategy for taking the current situation to

a desired outcome.

What you hope to achieve with your painting strategy.

What Are the Similarities In Painting this Picture and Building a Marketing Plan?


14-10


Step 1: Situation Analysis

Step 2: SWOT

Analysis

Step 3: Strategic Market

Plan

Step 4: Marketing

Mix Strategy

Step 5: Marketing

Budget

Step 6: Profit Plan

Step 7: Perform Review

Adjust Marketing

Plan as Necessary

Stericycle – Sample Marketing Plan


MBM6Chapter 14

Mar

keti

ng

Pla

n O

utl

ine


Step 1: Situation Analysis

This section presents the elements of a current situation.



Current Situation: Major Considerations MBM6Chapter 14

How is the Current Situation different for the Apple Mac vs. the

Apple iPad?


Where Are We Now?MBM6

Chapter 14 S

itu

atio

n A

nal

ysis

– W

her

e A

re W

e?


Situation Analysis: Recent PerformanceMBM6

Chapter 14

Wh

ere

Hav

e W

e B

een

?


MBM6Chapter 14Situation Analysis: Market Demand

Wh

ere

Is t

he

Mar

ket

Go

ing

?


MBM6Chapter 14Situation Analysis: Global Sales Mix

Wh

at A

re T

he

Mar

kets

We

Ser

ve?


MBM6Chapter 14Situation Analysis: Customer Lifetime Value

Ho

w P

rofi

tab

le A

re C

ust

om

ers?


MBM6Chapter 14Situation Analysis: Industry Analysis

Are

We

In A

n A

ttra

ctiv

e In

du

stry

?


MBM6Chapter 14

Situation Analysis: Share Performance Metrics

Wh

ere

Is O

ur

Sh

are

Lea

kag

e?


MBM6Chapter 14Situation Analysis: Competitive Position

Are

We

Str

on

g C

om

pet

itiv

ely?


MBM6Chapter 14Situation Analysis: SWOT Analysis

Wh

ere

Sh

ou

ld W

e F

ocu

s?


Step 2: Marketing Strategy

This section presents the Marketing Strategy portion of a

Marketing Plan.



Marketing Strategy: Major ConsiderationsMBM6

Chapter 14

How is the Marketing Strategy different for the Apple Mac vs. the

Apple iPad?


How Do We Achieve Our Goals?MBM6

Chapter 14W

hat

Is O

ur

Str

ateg

ic P

ath

?


Portfolio AnalysisMBM6

Chapter 14W

hat

Is O

ur

Po

rtfo

lio P

osi

tio

n?


Prioritizing Key IssuesMBM6

Chapter 14W

hat

Are

Ou

r S

trat

egic

Pri

ori

ties

?


Market Share StrategyMBM6

Chapter 14M

arke

t S

har

e P

erfo

rman

ce O

bje

ctiv

es


Positioning StrategyMBM6

Chapter 14W

hat

Is O

ur

Val

ue

Pro

po

siti

on

?


Channel StrategyMBM6

Chapter 14W

hat

Is O

ur

Ch

ann

el S

trat

egy?


Communications StrategyMBM6

Chapter 14W

hat

Is O

ur

Co

mm

un

icat

ion

s S

trat

egy?


Step 3: Performance Plan

This section presents the Planned Performance portion of a

Marketing Plan.



Performance Plan: Major ConsiderationsMBM6

Chapter 14

How is the Marketing Strategy different for the Apple Mac vs. the

Apple iPad?


Performance PlanMBM6

Chapter 14W

hat

Is O

ur

Per

form

ance

Pla

n?


Revenue PlanW

her

e A

re R

even

ues

in 3

Yea

rs?

Marketing Performance

Tool 14.2


Marketing & Sales BudgetW

hat

Is O

ur

Inv

estm

ent

in M

ktg

. & S

ale

s?MBM6

Chapter 14


Marketing Profit PlanH

ow

Are

Pro

fits

Exp

ecte

d t

o G

row

?Marketing

PerformanceTool 14.1


Breakeven AnalysisMBM6

Chapter 14H

ow

Mu

ch R

isk

Is in

Th

is In

vest

men

t?


Income Statement & Share PriceMBM6

Chapter 14

Wh

at Is

Ou

r E

xp

ecte

d In

co

me

in 3

Ye

ars?


Chapter 14 Objectives The Process of Building a Marketing Plan Step I: Situation Analysis Step II: Marketing Strategy Step III: Performance Plan.

Documents

marketing plan step

marketing plan slide

marketing plan creativity

marketing plan mbm6

marketing plan copyright

performance plan mbm6

marketing strategy step

market plan process