overview of marketing strategies, tactics and control

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Marketing Planning and Control

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A ttendance 20%

Assignment 20%(Quiz, Presentation, Group Discussion)

Mid Test 20%

Final Test 40%

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FMCG Service Manufacturing

Minuman Restoran

A lat tran

sporta

si

Toiletries Penerbangan A lat komunikasi

Makanan Hotel Elektronik

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Session Topic Marketing Techniques

Wk 1 Introduction: Marketing Plan andControl Set corporate objectives and marketing focus

Marketing Review, Mission

statement and

Marketing audits: products, markets,

customers

Corporate Objective competitors

Wk 2 Marketing Overview

Corporate planning, marketing research and

analysis

Market structure and trends

Wk 3 SWOT Analysis Internal: strengths and weaknessess

External: Opportunties and threats

WK 4 STEEPLE Analysis Environmental concerns to the company

Wk 5 Presentation Group Presentation

Wk 6 Portfolio Analysis Product planning: PLC, BCG, ADL

Wk 7 Assumptions Planning horizon, risk assessment, detailed

 product choice/selection.

Mid-test

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Wk 8 Strategic marketing objectives Ansoff risk factors, strategic focus, strategic

choice, selection and control.

Wk 9 Presentation Group Presentation

Wk 10 Marketing Tactics & Control The 7Ps, the extended marketing mix:

Product, pricing, placem promotion, physical

evidence, people or participations and

 processes

Wk 11 Marketing Programmes

Plans for: products, pricing, distribution,

 promotion,

 packaging and comunicaiton

Wk 12 Measurement of results

Budgetary control systems, marketing

 budgets

WK 13 Feedback, control and review

MkIS system, reports, meetings, plan for 

modification

 based on results

Wk 14 Review Final Exam Review LCCI Third level

FINALEXAM

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 Who are our Who are our existingexisting // potential potentialcustomerscustomers??

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 What are their current / futureneeds?

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How canwe satisfy these needs?x Canwe offer a product/ service that the customer

would value?

x Canwe communicatewith our customers?

x Canwe deliver a competitive product of service?

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 Why should customers buy from us?

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choosing and targeting appropriatechoosing and targeting appropriate

customerscustomers positioning your offering positioning your offering 

interacting with those customersinteracting with those customers

controlling the marketing effortcontrolling the marketing effort

continuity of performancecontinuity of performance

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Profitable

Offensive (rather than defensive)

Integrated

Strategic (is future orientated)

Effective (gets results)

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Tentukan satu perusahaan

Misi, tujuan, sasaran.

Berikan opini  A nda, perihal tiga hal

tersebut!