MKTG 3101 Lecture Notes - Lecture 5: Swot Analysis, Strategic Planning
Document Summary
Marketing process: strategic planning : segmentation, targeting, positioning, tactical planning: product, price, place, promotion. Setting company objectives and goals: business objectives, examples: Increase promotion: marketing is more for short run and business if for the long run. Designing the business portfolio: the business portfolio is the collection of services and products that make up the company. Internal capabilities that may help a company reach its objectives. Ex: innovation and r & d; high brand awareness: weaknesses are internal. Internal limitations that may interfere with a company"s ability to achieve its. Ex: small marketing budget; past service failures objectives: opportunities are external, external factors that the company may be able to exploit to its advantage, threats are external. Ex: increasing demand in the product category: current and emerging external factors that may challenge the company"s. Deciding how to enter the (international) market: exporting: indirect, direct. Joint venturing: licensing, contract manufacturing, management contracting and joint ownership: direct investment: assembly facilities, manufacturing facilities.
