Transcript Recommending a Strategy

IPT BUSINESS SOLUTIONS
MARKETING ANALYSIS PLAN
Caroline Westhall-Miller
IPT Marketing Manager
Colorado Technical University Online
Instructor John Cote
MKT305-0803A-07 : Marketing and the Virtual Marketplace
July 23, 2008
IPT VISION STATEMENT
DELIVERING A
GOURMET
EXPERIENCE TO
TABLES AROUND THE
WORLD
STRATEGIC PLANNING
MARKETING
PLANNING
IMPLEMENT
MARKETING PLAN
CONTROL
MARKETING PLAN
GOALS AND OBJECTIVES
 Reaching Metro
 Increase Corporate
Accounts
 Use Multiple Points of
Contact
ON THE UP-SIDE
Strong Local
Recognition
Unique Patented
Process For
Special Coatings
New Customers
Calling
New Business To
Business Interest
PRESENT
SITUATION
ON THE DOWNSIDE
Two Employees
Went To The
Competition
Had To Turn
Business
Away
WHAT WE NEED TO DO
Targets
Segmenting
Positioning
Differentiation
Customer Needs
Marketplace
Trends
What To Do Next
Identify Action
Items
SPECIFY A
TARGET
MARKET AND A
RELATED
MARKETING MIX
TARGETS
Undifferentiated
Differentiated
Concentrated
Micro
KNOW HOW TO
IDENTIFY
SEGMENTS
Consumer
Business-to-Business
International
What is our marketing environment?
What is our competitive advantage?
POSITIONING
Who Are We?
Where Did We Come From?
What Do We Do?
What Are We Doing Here?
Where Do We Fit In The World?
IS THE WAY THAT YOU MAKE OUR
PRODUCT MORE DESIRABLE THAN ALL
THE OTHERS LIKE IT
DIFFERENTIATING
Creativity
Integrity
Quality
Ethics
Trends
WHAT ARE THE OPTIONS?
EXPAND EXISTING AND USE
NEW VENUES
TV
Internet
Home Shopping
SOURCES
Perrault, Jr, W. D., Cannon, J. P., &
McCarthy, E. J. (2008). Marketing Strategy
Planning., Focusing Marketing Strategy
With Segmentation and Positioning., Final
Consumers and Their Buying Behavior.,
Elements of Product Planning for Goods
and Services., Advertising and Sales
Promotion.(pp. 33, 50-52, 60-63, 116-119,
121, 130-136, 209, 384-386). In Essentials
of Marketing A Marketing Strategy and
Planning Approach (11th ed.). New York:
McGraw-Hill Irwin.
SOURCES
Constandse, R. (2008). Writing a
Compelling Vision Statement. Retrieved
July 26, 2008, from
http://www.timethoughts.com/goalsetting/
vision-statements.htm
Searls, D. (1997, October 10). THE NEW
CHARACTER OF POSITIONING WHERE
YOU COME FROM MATTERS MORE THAN
WHERE YOU'RE GOING. Retrieved July 26,
2008, from
http://www.searls.com/pos.html#come