MKT/574 v1 Strategic Marketing Plan Part A: Environmental Analysis and SWOT Analysis

MKT/574 v1 Strategic Marketing Plan Part A: Environmental Analysis and SWOT Analysis (Due in Wk 2) Company Description Describe the company you are designing the plan for. Include: • • • • Mission Statement Vision Statement Product line description Company information, such as the size of the company Environmental Analysis Analyze the forces that affect the company and marketing efforts. Competitive Forces Analyze the company’s key competitors. You may choose to use a BCG Matrix or attribute checklist to compare your company against its competitors. Describe any strategic moves the competition has recently made. Estimate your market share. Identify key competitive advantages against your competitors. Economic Forces Analyze the economic environment in the areas affecting your business. Consider differences within your industry and the economic impact on suppliers. Political Forces Analyze relevant political forces. Examples may include an election year or a law to drastically reduce or eliminate plastic waste in your county. Legal, Regulatory, and Ethical Issues Analyze the legal, regulatory, and ethical issues that may affect your business. Considerations may include local laws such as a ban on the use of plastic bags, the ability to post billboards, or a possible increased regulation on direct mail. Copyright 2020 by University of Phoenix. All rights reserved. Strategic Marketing Plan MKT/574 v1 Page 2 of 7 Technological Forces Analyze whether your company will be affected by emerging technologies or trends in hardware and software industries Social Forces Analyze social trends and how they may affect your business. Considerations may include if your business will be affected by demographic trends, a growing dependence on computers, or whether interest in your product might be affected by growing preferences in the way things are done or changing social values. Current Target Markets Define the company’s current target markets. Describe the demographic, geographic, psychographic, and product usage of these targets. Review Current Marketing Review the company’s current marketing tactics. Consider how people find out about the product, how they get information about the product or service, what might be involved in the buying process, and what money is available for marketing. If your company is a start-up, describe your competitors’ current marketing. SWOT Analysis Assess your company’s strengths, weaknesses, threats, opportunities, and then evaluate how to address these in your marketing plan. Strengths Assess your company’s competitive advantage. Consider core competencies, assets, location, practices, etc. that are distinct in the way the organization meets the needs of its customers. Weaknesses Assess what limits the company may have in its current marketing strategy. Consider if there is a company weakness that needs to be addressed through Public Relations or Marketing. Opportunities Assess the opportunities you see based on trends or environmental conditions. Threats Assess the threats or limitations that may interfere with the company’s ability to meet its objectives or interfere with marketing plans. Copyright 2020 by University of Phoenix. All rights reserved. Strategic Marketing Plan MKT/574 v1 Page 3 of 7 Strengths to Opportunities & Converting Weaknesses and Threats Convert weaknesses and threats to strengths, then strengths to opportunities in the marketing plan. Consider the implications for addressing supplier relationships, implementing new technologies, or changing the product line or addressing new markets. Marketing Objectives Establish marketing objectives based on the results from the SWOT analysis. Marketing objectives must align with corporate objectives, modified by the company’s resources. Objectives should include a date for the completion of the objective and the way in which success will be measured. For example: The company will expand its marketing efforts to include a new market segment of 21- to 29-year-olds. This will entail the development of a customized product by June 2020 that will address the specific psychographic and technological needs of this age group. This strategy is expected to attain a 20% growth in overall sales by January 2020. Customer loyalty (willingness to recommend the product) will increase by 30%. Part B: Marketing Data Analysis (Due in Wk 4) Internal Data Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed. Source Example: Sales data What it Measures Monthly sales by specific product Data Average sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets. Copyright 2020 by University of Phoenix. All rights reserved. Potential Usage Can be used for trend analysis, projections, and to measure effectiveness of promotions. Strategic Marketing Plan MKT/574 v1 Page 4 of 7 Secondary Data Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed. Source What it Measures Data Potential Usage Example: retail store analytics Dollar value of sales by quarter by major product categories Total sales of major players Market Share Analysis Seasonal patterns Primary Data Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed. Source What it Measures Example: Focus group Product usage, motives, identify group level satisfaction, decision process, etc. Data Qualitative Copyright 2020 by University of Phoenix. All rights reserved. Potential Usage Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities Strategic Marketing Plan MKT/574 v1 Page 5 of 7 Source What it Measures Data Potential Usage Customer Relationship Management Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed. CRM Touchpoint Example: Customer profile information on website Purpose & CRM Objective Starts the account for visitors: name, geography, email address (Customer acquisition) Data Presale: geographic location; customer id, source of reference Email address Post sales: address, product purchased, quantity, price. Potential Data Usage Track new and returning customer counts, total period purchases by customer ID, geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing. Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring (Due in Wk 6) New Target Markets Determine any new markets for your strategy and describe how you will provide value to each target market. Copyright 2020 by University of Phoenix. All rights reserved. Strategic Marketing Plan MKT/574 v1 Page 6 of 7 Marketing Mix for New Target Markets Determine adaptions for each new target market. • • • • • Products Price Distribution Traditional Promotion Online Promotion Marketing Implementation Create the implementation for your marketing plan. Describe how you will organize and implement the plan, such as whether it will be organized by market, geography, and who is responsible for marketing decisions. Marketing Communication Channels Evaluate the marketing communication channels you will use to reach selected audiences. Include Internet and traditional communication channels to convey key messages. Describe the advantages and disadvantages of each channel you select. Insert or remove rows as needed. Channel Example: Direct mail Target Market Middle class residential Advantages Can include coupons Disadvantages Expense and low return rate for given product Strategic Actions Develop specific activities required to implement the marketing plan. Identify the person or role who will be responsible for each action, when it will be complete, and what standard or metric indicate that the activity is complete. Insert or remove rows as needed. Copyright 2020 by University of Phoenix. All rights reserved. Strategic Marketing Plan MKT/574 v1 Page 7 of 7 Action Example: Design flyer for direct mail campaign Date for Completion 1/1/2021 Person/Role Responsible J. Smith, graphic designer Standard/Metric Approval by senior marketing team and legal Monitoring Develop the measurement to identify how you know you have been successful for each strategic action. Specify the measures to track performance against goals. Identify standard reports from your online and traditional marketing efforts. Insert or remove rows as needed. Action Example: Direct mail flyer Target 1100 new inquiries Person Responsible Western regional manager Copyright 2020 by University of Phoenix. All rights reserved. Inter-measurement 500 new inquiries first month of campaign …

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