overview of marketing strategies, tactics and control
TRANSCRIPT
8/8/2019 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!