MARKETING SEMINAR 2005 RESEARCH DEVELOPMENT

MARKETING SEMINAR 2005

RESEARCH & DEVELOPMENT • RESEARCH ü ü ü Search Planning New Knowledge Non Public Knowledge Future Implementations • DEVELOPMENT ü ü ü Implementation Direction Product/Process Improvement Business Objective

MARKETING RESEARCH

SECTION PURPOSE Executive summary Presents a quick overview of the plan for quick management review Current marketing situation The marketing audit that presents background data on the market, product, competition and distribution SWOT analysis Identifies the company’s main strengths and weaknesses and the main opportunities and threats facing the product Objectives and issues Defines the company’s objectives in the areas of sale, market share and profits, and the issues that will affect these objectives Marketing strategy Presents the broad marketing approach that will be used to achieve the plan’s objectives Action programmes Specifies what will be done, who will do it, when it will be done and what it will cost Budgets A project profit and loss statement that forecasts the financial outcomes from the plan Controls Indicates how the progress of the plan will be monitored PM 3. 11 Contents of a marketing plan

The innovation time of scientists at Ramat Negev is headed by Yoel De. Malach, Dean of Brackish Water Agricultures.

Figure 8 : Generations of Products Picture 8. 1: First Generation Picture 8. 2: Second Generation Picture 8. 3: Third Generation

SELECTED CORE COMPETENCIES/PRODUCTS NIKE • R&D Technology • Product-Design • Distribution • Brand Name DELTA GALIL • Product-Design • Production • Logistics BENETTON • Product-Design • Production • Distribution • Brand Name TEVA • Research & Development • Vertical Integration • Distribution • Finance

Persuade to Buy Match Customer’s Requirements

PRODUCTS STRATEGY Ansoff Matrix Present Future Market Penetration Market Development Product Development MARKETS Diversification PRODUCTS

PRODUCTS STRATEGY-B. C. G High Low Star Problem Children Cow Dog Large Small MARKET SHARE 116 RATE OF GROWTH

PRICE STRATEGY MARKETING OBJECTIVES Survival Profit Maximization Market share Quality Leadership COST APPROACH Break-even Cost Plus Benefit CUSTOMER’S VALUE APPROACH Ultimate Luxury Shopping Convenience Me Too COMPETITION APPROACH Historical Price Discrimination

PHYSICAL VALUE BRIDGE

GLOBALIZATION DRIVERS Market Drivers Competitive Drivers Common customer needs Global customers Global channels Transferable marketing Following another company’s path in local (Benetton and Gap in US) and international markets (Nokia) Cost Drivers Technology Driver Economies of scale, scope, sourcing Internet, cell phone, Government Drivers Trade policy Source: Yip G. 1992 Total Global Strategy Englewoods Cliffs, NJ Prentice Hall

ENTRY STRATEGIES Exports Sourcing Licensing Joint Venture . Equity Ownership Alliances

INTERNATIONAL STRATEGIES · Domestic · International · Multi-domestic, Multi National · Global · Transnational

PORTER’S DIAMOND Chance Firm Strategy Structure & Rivalry Factor Demand Conditions Related & Supporting Industries Government