Transcript CWO A2 Marketing Introduction

A2 MARKETING
Moving from “the What” (AS) to
“the how and why” (A2)
Marketing at A2- an overview
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Main topics to cover:
MARKET ANALYSIS
MARKETING STRATEGY
MARKETING PLANNING plus:
MARKETING BUDGETS
SALES FORECASTING ETC
– All link together, may not be delivered in
this order…
MARKET ANALYSIS
• “Know your market”
• Definition: “Examining market
conditions which will influence
marketing strategy”
• What is the business environment
like in which we’re operating?
• Q:What analyses would help here?
• A: SWOT and PEST(LE)
MARKET ANALYSIS
• “Internal” considerations:
• “S” & “W”: e.g. reputation;
strength/weakness in particular
market segment; brand strength;
new product possibilities (“O”)
• PEST: Economy; market
gaps/growth; population trends;
technology opps/constraints etc…
MARKET ANALYSIS
• If a co. AIMS to satisfy the customer
given this environment, said to be?
• MARKET (CUSTOMER) ORIENTATED
• “Giving the customer what they
want”
• And, you cannot REALLY do this
unless you do “know your market”
• Opposite is?
• PRODUCT ORIENTATED
MARKET ANALYSIS
• Focus here is on “trust us” “we sell
what we make” NOT “what can we
sell to you?”
• Possibly the best combination may
be building on your strengths given
the business environment in which
you operate; known as?
• ASSET LED MARKETING
Asset Led Marketing
• Asset Led Marketing
Company
Strengths
Market
Approaches
& Analysis
Asset Led Marketing
• Exploit your assets
• Assess which opportunities allow
you to draw on your strengths
• Monitor market tastes and respond
with a few main products
• Doing this LONG TERM maybe one
key to success…links of course to
the “how”• MARKETING STRATEGY;
MARKET ANALYSIS
• Focus here is on “trust us” “we sell
what we make” NOT “what can we
sell to you?”
• Possibly the best combination may
be building on your strengths given
the business environment in which
you operate; known as?
• ASSET LED MARKETING
MARKET ANALYSIS
• If a co. AIMS to satisfy the customer
given this environment, said to be?
• MARKET (CUSTOMER) ORIENTATED
• “Giving the customer what they
want”
• And, you cannot REALLY do this
unless you do “know your market”
• Opposite is?
• PRODUCT ORIENTATED