marketing plan and marketing research - my...

copyright@2012 Diana Rovati – Università Cattaneo LIUC1

Marketing plan and Marketing Research

Diana Rovati

Corso: N90205 Innovazione e MarketingTitolare del Corso: Raffaella ManziniAnno Accademico: 2012-2013

Le slides sono a supporto della lezione in aula. Per lo studio RIF. KOTLER –Chapter 2,3,4

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Marketing plan

Target Market

Strategic

Value proposition

Marketing plan

Tactical 4P

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Planning activities (Headquarter)

• Defining the corporate mission

• Establishing Strategic Business Units

• Assigning resources to each business unit

• Assessing growth opportunities

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Good Mission Statements

• Limited number of goals

• Company’s major policies and value

• Major competitive sphere within which the

company will operate

• Long term view

• Short, memorable and meaningful

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Business definition

Target Market

Market ?

Business

Customer satisfaction?

Strategic market

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To define a business activity

• Customers groups

• Customers needs

• Technology

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Business activity = Business Unit

• It has a single business (independent planning)

• It has its own set of competitors

• It has a manager responsible for strategic

planning.

…… Assigning resources to each BU

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Assessing Growth Opportunities

• Intensive growth

• Integrative growth

• Diversification growth

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Nespresso -> Intensive Growth

• Highest quality coffee ->product

• Excellent machines -> service

• Internet , boutiques, call center ->place

…… Promotion?

…… Price?

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Business Unit Strategic Planning

Mission

• SWOT Analysis

MOA Marketing Opportunity analysis

• Goal Formulation Overall cost leadership

• Strategic Formulation Differentiation

Focus

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Business Unit Strategic Planning

• Program formulation and implementation

• Feedback and control

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Collecting information and forecasting demand

• MIS Marketing Information System

• Internal records

• Marketing Intelligence

• Marketing research system

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The Marketing Research Process

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Define the problem and

research objectives

Develop the research plan

Collect the information

Analyze the information

Present the findings

Make the decision

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Define the problem and research objectives

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•L’altissimo comfort di viaggio offerto dai suoi tre ambienti spaziosi, luminosi e silenziosi (Club, Prima e Smart),

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• il portale di bordo con giornali, film, itinerari culturali, artistici o enogastronomici a disposizione di tutti i Viaggiatori,

•La Carrozza Cinema……

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Develop the research plan

• Data sources

• Research approaches

• Research instruments

• Sampling Plan

• Contact Methods

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…. Other activities

• Collect the information

• Analyze the Information

• Present the findings

• Make the decision

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