1. Marketing Planning and Control MK3001 By, Dr. Yuvaraj
Year 3 BBA (MK)
Week 2
Lecture Hour

2. Tools to complete the business/ market analysis
Porter’s 5 Forces Framework
MOST analysis
Resource Audit
Boston Box
Ansoff’s Matrix
Mc.Kensey’s 7-S Model
The 4 view model
CSFs and KPIs
SWOT or TOWS analysis
PESTLIED
Tools to complete the business/ market analysis
Dr. Yuvaraj

3. Porter’s 5 forces framework1
Industry Competitors
New entrants
Substitutes
Buyers
Suppliers
Porter’s 5 forces framework
Dr. Yuvaraj

4. Porter’s 5 forces framework
Dr. Yuvaraj

5. 2
Mission
Objectives
Strategy
Tactics
Most Analysis
Dr. Yuvaraj

6. 3 Resource Audit Financial resources Physical resources
Human resources-Skills, Knowledge, Communication and Motivation
Reputation
Know-How
Resource Audit
Dr. Yuvaraj

7. Resource Audit
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8. 4
Star
Cash cow
Wild cat or Problem child
Dog
Boston Box
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9. Boston Box
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10. Boston Box
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11. 5 Ansoff’s Matrix Market penetration Market development
Product development
Diversification
Ansoff’s Matrix
Dr. Yuvaraj

12. Ansoff’s Matrix
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13. 6 Mc.Kensey's 7 S model Strategy Structure Systems Skills Style
Shared values
staff
Mc.Kensey's 7 S model
Dr. Yuvaraj

14. 7
Organisation
Technology
People
processes
Four view model
Dr. Yuvaraj

15. 8 CSFs and KPIs Critical success factors Key performance indicators
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16. 9
Strengths
Weaknesses
Opportunities
Threats
SWOT analysis
Dr. Yuvaraj

17. 10 PESTLIED PEST - Political, Economic, Socio-Cultural, Technological
PESTLE - PEST+ Environmental and Legal
STEEPLE – PESTLE + Ethical
PESTLIED – STEEPLE + Demographic and International
PESTLIED
Dr. Yuvaraj

18. PESTLIED Political factors Economic factors Socio-cultural factors
Technological factors
Legal factors
International factors
Ecological factors
Demographic factors
PESTLIED
Dr. Yuvaraj

19. Porter’s 5 forces framework1
Industry Competitors
New entrants
Substitutes
Buyers
Suppliers
Porter’s 5 forces framework
Dr. Yuvaraj

20. Porter’s five force model on Coca Cola
Industry Competitors:  High Pressure
Currently, the main competitor is Pepsi which also has a wide range of beverage products under its brand. Both Coca-Cola and Pepsi are the predominant carbonated beverages and committed heavily to sponsoring outdoor events and activities.
There are other soda brands in the market that become popular, like Dr. Pepper, because of their unique flavors. These other brands have failed to reach the success that Pepsi or Coke have enjoyed.
New Entrants: Medium Pressure
Entry barriers are relatively low for the beverage industry: there is no consumer switching cost and zero capital requirement. There is an increasing amount of new brands appearing in the market with similar prices than Coke products
Coca-Cola is seen not only as a beverage but also as a brand. It has held a very significant market share for a long time and loyal customers are not very likely to try a new brand.
Substitutes: Medium to High pressure
There are many kinds of energy drink s/soda/juice products in the market. Coca-Cola doesn’t really have an entirely unique flavor. In a blind taste test, people can’t tell the difference between Coca-Cola and Pepsi.
Porter’s five force model on Coca Cola
Dr. Yuvaraj

21. Porter’s five force model on Coca Cola
The Bargaining Power of Suppliers: Low pressure
The main ingredients for soft drink include carbonated water, phosphoric acid, sweetener, and caffeine. The suppliers are not concentrated or differentiated.
Coca-Cola is likely a large, or the largest customer of any of these suppliers.
The Bargaining Power of Buyers: Low pressure
The individual buyer no pressure on Coca-Cola
Large retailers, like Wal-Mart, have bargaining power because of the large order quantity, but the bargaining power is lessened because of the end consumer brand loyalty.
Porter’s five force model on Coca Cola
Dr. Yuvaraj

22. Questions?
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