Transcript Marketing Plan - Virtual Enterprises International

Virtual Enterprise:
Management Function, Marketing, SWOT
Analysis, and Discussion of Business Risks
Matt Schaffnit & Teri Jones
July 2015
Agenda
Management Function
Marketing Plan
Marketing Mix
SWOT Analysis
Discussion of Business Risks
-1-
Management Function
Budgets,
Ordering
Sales Goals
Invoicing
Marketing
Financial
Direction
R&D
Hiring
Organizing
Warehouse
& Delivery
Supervision
Mgt
Assistance
Executive
Assistance
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Product
Packaging
Ad Art
Website
Design &
upkeep
Tech
Support
-3-
The Iterative Business Process
Learn
Build
Measure
-4-
Consistency is Key!
Mission
Brand
-5-
Image
Components of the Marketing Plan
Industry Analysis (Real & Virtual)
Target Market
Market Segmentation
Competitive Analysis
-6-
The Marketing Mix
The Five P’s
Positioning
Product
Placement
Price
Promotion
-7-
What’s Your Value Proposition?
The Why of Your Business
-8-
Marketing Plan: Advertising
Real Word
Virtual World
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Marketing Plan: Branding/Brand Image
- 10 -
Target Market
Driven
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Market Segmentation
• Laid-Back
• Flirt-Seeker
– 15-18 years
old,
– middle to
low income
– Urban or
rural
– Seeks
opportunity
to take a
break
– 15-18 years
old,
– middle to
high
income
– City or
urban
– Looks for
flirtatious
opportunities
• Retail/Spas:
• Judges/Coordinators
– High stress, income
– VE, Real
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Marketing Plan: Promotions & Sales Support
How can you measure this?
- 13 -
Marketing Plan
Remember the budget…
Cost
Impact
Sales Impact
(Indirect)
(Direct)
- 14 -
Elements of SWOT Analysis
SWOT Analysis helps answer a simple question:
How well can a company compete?
POSITIVE
NEGATIVE
INTERNAL
Strengths
Weaknesses
EXTERNAL
Opportunities
Threats
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Strengths and Opportunities
Strengths
Opportunities
(Internal)
(External)
What is a strength?
An opportunity?
- 16 -
Weaknesses and Threats
Threats
Weaknesses
(External)
(Internal)
What is a threat?
A weakness?
- 17 -
Walkthrough SWOT Analysis
Initial Approach:

Where to start?
What
do you know about
Starbucks?

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What factors affect
Starbucks:

Competitors?

Product Costs?

Economy?
Walkthrough SWOT Analysis
Weaknesses
(Internal)
Strengths
(Internal)
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Walkthrough SWOT Analysis
Opportunities
(External)
Threats (External)
- 20 -
SWOT Analysis & Business Risks
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SWOT Analysis: Company’s Response
So, what do you do with SWOT Analysis?
INTERNAL
EXTERNAL
POSITIVE
EXPLOIT
NEGATIVE
REMEDY
Strengths
Weaknesses
Opportunities
Threats
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SWOT Analysis: Using the Results
- 23 -
Addressing Business Risks
 How did you handle reality?
 How did you address deviations from the plan?
 What did you learn?
- 24 -
Addressing Market Realities
Companies must listen to their market, but remember when to
follow instinct.
“Point”
Counterpoint
This is especially relevant for new VE firms.
- 25 -
Discussion of Business Risks
“No plan survives contact
with the enemy.”
- Helmuth von Moltke The Elder
(1800-1891), Chief of Staff,
Prussian Army
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Discussion of Business Risks
Students must connect between….
Past
Present
(Business Plan)
(Annual Report)
"In the business world, the rearview mirror is always clearer than
the windshield.“
-Warren Buffett
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The Iterative Business Process (Reprise)
Learn
Build
Measure
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In Conclusion
“It’s better to be roughly right than
precisely wrong”
- John Maynard Keynes
Matt Schaffnit – [email protected]
Teri Jones – [email protected]
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