1. Chapter 2 The Marketing Plan
Marketing Planning
Section 2.1 Marketing Planning
Section 2.2 Market Segmentation

2. Market Planning
Lesson 2.1

3. Marketing Planning Objectives Conduct a SWOT analysis
Key Terms
SWOT analysis
environmental scan
marketing plan
executive summary
situation analysis
marketing strategy
sales forecasts
performance standard
Objectives
Conduct a SWOT analysis
List the three key areas of an internal company analysis
Identify the factors in an environmental scan
Explain the basic elements of a marketing plan
Marketing Essentials Chapter 2, Section 2.1

4. Marketing Planning Study Organizer
Follow the outline to identify the steps of a marketing plan.
Marketing Essentials Chapter 2, Section 2.1

5. Marketing Planning Good marketing relies on good plans
Planning begins with looking at your business (internal) and the external business environment its operating in
A business can analyze itself with a SWOT analysis:
SWOT analysis - An assessment of a company’s strengths and weaknesses and the opportunities and threats that surround it;
Strengths
Weaknesses
Opportunities
Threats

6. Marketing Planning The SWOT Analysis helps because it:
Lists everything that can foster the business success (strengths)
Lists what could make it fail (weaknesses)
Increases your ability to be more competitive as it provides guidance and direction for future marketing strategies (opportunities)
Prepares a company to handle threats from competition or a changing marketplace (threats)

7. SWOT Analysis Internal Factors External Factors
Strengths and Weaknesses
Center Around the Three C’s
External Factors
Opportunities and Threats
Based on the acronym PEST

8. C C C ompany ustomers ompetition Internal Strengths and Weaknesses
Strengths and weaknesses are internal factors that affect a business’s operation.
The three C’s of internal analysis
What do you think the three “C”s are? C
ompany C
ustomers C
ompetition

9. 1. Company Analysis
When evaluating itself, a company must analyze these areas:
Company staff
Financial situation
Production capabilities
The four Ps of the Marketing Mix:
Product
Place
Price
Promotion
Marketing Essentials Chapter 2, Section 2.1

10. Company Analysis Company Staff Financial Questions:
What is our mission statement and do staff know it and follow it
Are executives experienced and what have they accomplished
Too much or not enough staff to provide quality customer service
Formal training and assessment programs for staff
Quality staff – effectiveness of sales force
Financial Questions:
Are you profitable
Enough financial resources to achieve goals
Sales history – are sales increasing or decreasing

11. Production Capabilities
Company Analysis
Production Capabilities
How are adjustments to production due to increase/decrease in sales orders
Has Research & Development created new successful products
Percentage of sales from products older than 5 years
What changes in technology are required to be competitive

12. Marketing Mix (Four Ps Questions)
Company Analysis
Marketing Mix (Four Ps Questions)
Product:
What new products are successful and why
Patent on any products or are any expiring
Branding Image
Price:
What are present pricing strategies and are they working
Promotion:
How is the company positioned in the marketplace
Are promotional strategies successful
Company’s reputation with it’s customers
Place:
Do products easily reach customers
Who helps with distribution

13. 2. Customer Analysis
Companies study customer buying patterns using surveys or conducting interviews with people in their target markets
These methods gather information that helps to:
find out what customers are pleased or dissatisfied with
create interest-specific ads and catalogs
Who are the customers?
How do groups of customers differ from one another?
What do customer surveys and customer interviews reveal?
What, when, where, and how much do they buy?
How do customers rate the company on quality, service, and value?
Is your customer base increasing or decreasing? Why?

14. Strengths and weaknesses compared to competitors
3. Competitive Position
Strengths and weaknesses compared to competitors
What is the company’s market share?
Questions that help a company analyze its internal competitive position:
What advantages does the company have over its competitors?
What core competencies does the company possess?
Are competitors taking business away? Why?
Marketing Essentials Chapter 2, Section 2.1

15. Assignment:
In essay format, and in your own words, define the Acronym SWOT. This means define what it is used for and what the acronym stands for. Also define four reasons why it is beneficial. Essay formats should have an introduction sentence and 5 – 6 sentences with details that respond to the question. Hand this into the class inbox to be graded.
Draw a large table on the second half of your page that has two columns and two rows like shown below. Think about school and how you are doing in your classes. Do a partial SWOT analysis on yourself. List four of your strengths and four weaknesses as it pertains to any of your school related activities.
Strengths
Weaknesses