ECON344 Lecture Notes - Lecture 4: Market Segmentation, Swot Analysis, Canadian Tire
18 Sep 2017
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Document Summary
Strategic marketing process: the planning phase: step 1: situation (swot) analysis. Swot analysis: step 2: market-product focus and goal setting. Position the product: step 3: marketing program. Product, price, promotion & place (distribution) strategies. Ie. ben & jerry"s: a swot analysis to get it growing again in canada. Elements of the marketing mix that compromise a cohesive marketing program. Strategic marketing process: the implementation phase: obtaining resources, designing the market organization, developing schedules, executing the marketing program. Organization of a typical manufacturing rm showing a breakdown of the marketing department: ie. 2 musketeers has a speci c target market and a speci c marketing program to reach it. Strategic marketing process: the evaluation phase: comparing results with plans to identify deviations, acting on deviations. You learned in this chapter that part of determining growth strategies is determining where the company wants to go. Using the market product analysis, map out the growth strategies for each of ct"s business units.
