1. The Marketing Strategy
I. Marketing Analysis
II. The Global Environment
III. Planning and Market Research
This is the table of contents page.
IV. Market Segmentation

2. General Instructions
Select a company from the list on the inside cover of your textbook
Each time we finish a unit, you will describe the issues in that unit using your chosen company.
Make a copy of the Market Strategy Outline as a guide
Use this PowerPoint presentation to help in analyzing your company’s strategy.

3. I. Marketing Analysis
This section of the marketing strategy examines the current situation of the company.
An internal analysis looks at what is happening within the company.
An external analysis examines the marketing environments (environmental scanning).
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4. Internal Analysis What type of business is it?
To what industry does this company belong?
What products are sold?
Where is it headquartered?
(Internal Analysis continued on next slide)
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5. Other Internal Information
Number of employees
Annual Revenue
Annual Profit (earnings)
Bond rating
Most recent stock price
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6. The External Analysis
This section of the strategy examines what the company must consider from the outside. It includes scanning the five environments: economic, competitive, societal/cultural, political/legal, technological.
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7. The Economic Environment
How is the company affected by what is happening in the economy?
For example:
inflation?
Interest rates?
Unemployment?
Wholesale and consumer price index?
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8. Competitive Environment
Who is this company’s major competition?
How well is this company doing compared to the competition?
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9. Societal/Cultural Environment
What are current societal trends impacting on this company?
Are there any cultural taboos or fads that might affect business?
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10. Political/Legal Environment
Are there government regulations affecting the company?
Are there political trends impacting this business?
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11. Technological Environment
What trends in current technology might impact on this business?
Is this company being helped by technology? How?
Is this company being hurt by new technology? How?
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12. II. The Global Environment
This segment of the strategy examines the extent to which this company is marketing its products internationally and the problems encountered in global marketing.
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13. Global Marketing Where is the company involved internationally?
How is the company involved in international marketing?
What are some of the major considerations they must make to market their product internationally
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14. International Environment
How does the international environment differ from the domestic one? Give some examples of these differences?
Economically?
Competitively?
Culturally?
Politically?
Technologically?
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15. III. Planning, Forecasting, and Research
This segment of the strategy examines:
Company mission
Strategic plans of the company
Market research and forecasting (How does the company collect market information and use it?)
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16. Planning What is the company’s mission?
What are some of the plans for this year?
What are the plans over the next several years?

17. Forecasting Does the company do forecasting?
Quantitative information used?
Qualitative information used?
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18. Market research Does the company do any market research?
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19. Secondary Data What secondary data is used?
What are the major sources of this secondary data?
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20. Primary Data Does the company execute its own market studies?
How and where does it collect data?

21. Market Segmentation
This segment of the strategy describes the type of customer to whom the company is marketing.
Select ONE of your company’s products to identify a market
(You cannot describe ALL of the company’s various target markets)
Decide whether the target market is a consumer or an organization.

22. Consumers (Households)
If you want to describe this type of consumer use the following categories:
geographic
demographic
psychographic
product-related

23. Geographic Segmentation
Local, national international?
Urban, suburban, rural?
Warm or cold climate?

24. Demographic Segmentation
Gender? Age?
Income? Occupation? Education?
Race? Religion? Ethnic group?
Height? Weight? Body type?
Marital status?
Other characteristics?

25. Psychographic Segmentation
Lifestyle?
Personality traits?
Other psychographics

26. Product-related Segmentation
Familiarity (unknown to brand -loyal)
Usage rate (heavy to non-user)
Benefits sought in the product

27. Organizational Buyer
If the target is an organizational market, describe the organization using the following categories:
demographic
customer-type
end-use application
purchasing situation

28. Demographic Segmentation
Type of businesses to which company is marketing?(SIC)
Size of these businesses?
Corporate culture of these businesses (leading edge or traditional)?

29. Customer-type Segmentation
Manufacturer?
Wholesaler/Retailer?
Government
Non-profit?

30. End-use Application Segmentation
How will the product be used?
in the manufacture of other products?
for resale to other customers?
as an end-product, consumed by the business?
as a custom-designed product for a particular customer?

31. Purchasing-situation Segmentation
Centralized or decentralized purchaser
Usage rate (non-user to brand loyal user)

32. Selecting Target Market
In defining the target market, is your company using:
an undifferentiated strategy?
a differentiated strategy?
a concentrated strategy?
What led you to this conclusion?

33. The Marketing Mix (con’d)
BMGT 130 On-Line
V. Product Strategy
VI. Pricing and Placing Strategy
This is the table of contents page.
VII. Promotion Strategy
VIII. Conclusions
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34. V. Product Strategy
This section of the market strategy describes all of the considerations made to develop the company’s products.
(At this point you will use the ONE PRODUCT you selected when you described your target market, and use that product throughout all of the marketing mix discussion)

35. Product Strategy: Categorization
Which category best describes this product:
convenience good?
shopping good?
specialty good?

36. Product Strategy: Characteristics
Physical qualities (if this is a tangible product)?
Service package offered?

37. Product Strategy: Brand Name
Where did the name come from?
What does the name say about the product?

38. Product Strategy: Packaging
What considerations were made in packaging this product?
What type of packaging is used?
How does the packaging help market the product?

39. Product Strategy: Enhancers
What else is being offered to make this product attractive to the previously chosen target market?(guarantees, warranties, services, etc.)
What product factors separate your product from that of your competition?

40. Product Strategy: Product Line
Is this a single stand-alone product, or is there a line of similar or complimentary products sold with this product?

41. VI. Pricing Strategy
This segment of the strategy describes considerations the company must make in determining what price to charge its customers

42. Pricing Strategy: Pricing Objectives
What major objective(s) does the company use in determining price?
Profitability
Competitive
Volume (market share)
Prestige (quality)
How does this objective relate to the target market chosen?

43. Pricing Strategy: The Continuum
Where are they on the Pricing Continuum?
Undercutting the competition (penetration)?
Going for a quality image (prestige)?
Not using price to compete (competitive)?
below cost break even penetration competitive prestige no sales

44. VI. Placing Strategy
This segment of the strategy describes the distribution channel by which the product travels from manufacturer to final consumer.

45. Placing Strategy: Intermediaries
Does the manufacturer use some help (intermediaries) in distributing the product to consumers?
Wholesalers? Describe them.
Retailers? Describe them.

46. Placing Strategy: Non-traditional
Does the company use other non-traditional retailing to distribute the product?
Catalogs
Internet
Automatic merchandising
Other

47. VII. Promotion
This section of the marketing strategy analyzes how the company sends its product message to the chosen target market.

48. Promotion Strategy:Design
Do they use a “push” or a “pull” strategy?
How do they budget for promotion?
Are there any ethical issues involved in their strategy?

49. Promotion Strategy: 4 Elements
How does the company use each of the 4 elements of the promotion Mix?
Advertising
Sales promotion
Publicity
Personal selling

50. Promotion Strategy: Advertising
What message are they attempting to convey?
What appeal are they making to the target market?
What media are they using to convey their message?
How are they using the internet to advertise?

51. Promotion Strategy:Sales Promotion
What sales promotion tactics does the company use?
Trade shows?
coupons and cents-off?
samples and premiums?
sweepstakes and contests?
in-store displays (POP displays)?
Other?
What sales promotion do they have on the internet?

52. Promotion Strategy: Publicity
What does the company do to get “free” publicity?
In what types of public relations activities do they participate?
Are they using the internet to get publicity? How?
How effective is their PR campaign?

53. Promotion Strategy: Personal Selling
How does the company use personal selling to reach the target market?
In what types of personal selling activities do they participate?
field selling?
over-the-counter selling?
telemarketing?
Internet?

54. VIII. Conclusions and Recommendations
Comment on your observations of this company’s marketing strategy.
What can you conclude from what you now know of this marketing strategy?
What recommendations would you make to this company about this strategy?

55. THE END
This ends the PowerPoint presentation for the Marketing Strategy.
If you still have questions on any part of this, your instructor on Private Mail in WebCT.

56. Support Document Applicable textbook Chapters Company Web Site
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Applicable textbook Chapters
Company Web Site
Company Annual Report
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