Белгород скайп сессия 2 19 -03 -2014

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Белгород скайп сессия 2 19 -03 -2014

Привет! Cегодня: Marketing In relation to Strategic planning.

Marketing – Strategic planning What is the relationship between Marketing and Strategic planning? The first presentation, we learned: Questions to be answered by the Mission statement • What business is ours? • Why do we exist in this business? • What is our importance to our stakeholders? Stakeholder? Someone(s) who affects or can be affected by an organization's actions

Marketing: definition To create and maintain profitable relationships with customers. The connection: customers are stakeholders! And very important too, because they help the company to earn a profit. The Mission of a company is usually fully connected with Marketing!

Mission - It needs to be focused on the market, What business is ours? - It needs to be defined in terms of customer needs Why do we exist in this business? and - It needs to motivate the organisation’s employees that their work is useful What is our importance to our stakeholders?

Let’s take a look Is this mission related to Marketing? Does is answer the 3 questions? • THIS IS OUR MISSION: Elevate social moments. • The mission is to be a positive part of those special moments when people socialize. All over the world, we inspire great conversations with our brand communication and add a dimension of style and sophistication with our products.

Absolut Company Hm. Next please!

Another mission Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. • To refresh the world. . . • To inspire moments of optimism and happiness. . . • To create value and make a difference.

Reading on ………… Focus on the Market • Focus on needs of our consumers, customers and franchise partners • Get out into the market and listen, observe and learn • Possess a world view • Focus on execution in the marketplace every day • Be insatiably curious

Now we are talking! http: //www. coca-colacompany. com/ourcompany/mission-vision-values

VMS After formulating a vision and a mission, you will go for a Strategic Plan (SP) to reach the goal(s). SP: start with a SWOT analysis. External environment: Opportunities and Threats. Internal Environment: Strengths and Weaknesses.

Do something with the SWOT SP: grab Opportunities, neutralise Threats, use Strengths and take care of Weaknesses. The Opportunities might be in the Market Make a plan!

Practical Questions For Strategy: 1) In what needs we will provide? 2) Which customers we will focus on? = Target group(s) 3) How are we going to provide in the needs of our Target group(s)? The answers to these questions are together: The Marketing Strategy

Needs aren’t simple! What are the needs of the customers of our 2 companies? Are they thirsty?

Customer focused Marketing Strategy Marketsegmentation = To divide the market in separate groups of customers (with different needs, characteristics or behavior) Choosing the Target group(s) = Choose one or more segments Marketpositioning = what is your company’s position in the market, in relation to the competitors You can’t be a winner always and everywhere!

- How are you going to achieve a long term profitable relationship with your chosen Target group? - Operationalise your plan, use product, price, distribution and promotion as your tools, describe activities and calculate budgets

Question to think over How does your favourite company try to achieve a long term relationship with you?

Good marketing: happy customers!

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skype sessie 2 Michiel maart 2014.pptx

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