assignment for strategic management admis

7/29/2019 Assignment for Strategic Management Admis

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MARKETING STRATEGY ANDAPPLICATIONS

LECTURE SEMINAR

by

Dr. R. GOPAL.

Assignment for class participation


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NAMASKAR GOOD DAY TO YOUALL


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With Best Wishes and All the Best from the GOPALs.


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Objectives of the Course

Application of the Marketing Concepts in developing strategies fora business

To understand the factors that play a major role in developingstrategies

To understand the link between the marketing strategy and theother functional strategies in a business

To understand as to how a Business Plan is ultimately prepared


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Sessions Plan for Marketing Strategy andApplications


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Suggested Readings

Marketing Management Philip Kotler.

It is highly recommended that students develop a practice ofreading material on strategic management which can be found inseveral current magazines, periodicals etc. Special reference toperiodicals like Business week, Long Range Planning Journal,Economic Times, Business Standard Financial Express BusinessWorld etc.


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As a Marketing Manger of an Organization, you have been requested bythe CEO to prepare a Marketing Plan with special reference to a companyin that Industry. Your organization is a member of the industry chosen.

Take any company of your choice. Please do take only those industrieswhere data has been published. Please do not take industries where data

is not available. CLASS REPRESENTATIVE TO COORDINATE.

Please note no two groups will take the same industry. In case thishappens both the groups reports will be annulled.

The contents of the Industry Report are given in the adjacent slides.

Please form groups of maximum 4 persons in a group preferably fromeach of the functions.

Please do meet industry people for getting information. This is a must.Marks are awarded for contacting industry people.

Assignment 1


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The report shall be presented in a

1. Report Format (Please follow the format given for the final report)

2. Presentation Format.

Both the Report and the Presentation have to be clubbed together in afolder format and a CD cut. The CD should be given on the date specified

in the class.. Presentations will begin on the following week.

Assignment 1


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The report shall be divided in to four parts:

1. Market Analysis including Market Size / Growth, Drivers, SWOT,Competitor Analysis, (perhaps the BCG and the Michael Porters Five

Forces Analysis will be useful) etc.

2. Financial Analysis of the Competitors including an analysis of the moneyspent on R & D and its impact on the Profitability

3. The financial evaluation of these strategies is a MUST and an inclusivepart of the report.

4. Recommendations and Conclusions followed by Strategies that your

company has to follow.5. Bibliography and relevant reading material.

STRUCTURE OF THE REPORT


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The format of the report shall be as follows:

1. PLEASE NOTE THAT THE REPORT WILL BE IN WORD FORMAT ONLY. MSOffice 2003 version only.

2. The report will be neatly typed-- 1 margin on all sides. 1.5 spacing andAriel Font 12, spiral bound ONLY. Please do not use any files etc.

3. The front page will have the format as shown

4. The maximum number of pages should be not more than 30 pages.Penalty exists for exceeding the page limit. The page limit does not take

into account the contents page and the bibliography or any otherannexure pages.

STRUCTURE OF THE REPORT


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Estimate the size of the market.

Estimate the Market Shares of the major players.

Identify the TOP competitors (the No. 1 and 2s).

Compare the Products that your company is dealing with that of thecompetitors (Minimum 2 Companies -- Top 2 companies)

Also prepare a BCG Matrix as this will indicate the product portfolio and therelative strengths of the products.

Prepare a SWOT for your competitors and how does it compare with yourSWOT?

MARKET Analysis


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What are the competitors strategies and what are your strategies.(Break it

down in terms of the 4 Ps and study the impact of each of the strategies onthe total business as a whole.)

Identify whether the competitor has synergistic advantages by leveraging his

competing products with other non competing products. Compare the performances both at the market place and finally in terms of

the FINANCIAL parameters which you think are the key to success. Specificreference is to be made with respect to monies spent on R & D (both inabsolute terms and also in terms of percentage to sales)

MARKET Analysis


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DATA COLLECTION:

Material Cost

Land , Building, Plant and Machinery cost etc.

Personnel Cost

Sales cost

Capital Cost

R & D Costs

Other Costs etc.

Analysis of the Annual ReportAnalyze the annual reports of the company and see the development of the costs

over the last 5 years.

Cost Gap Analysis


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ANALYZE THE DATA COLLECTED

Using this information arrive at what could be the probable costs for the next year,

after factoring productivity improvement programs etc. (this informationwould be available through discussions with the various organizations andalso a study of the Management Discussions and Analysis

portion of the Annual Report.)

Cost Gap Analysis


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As a first step, understand the product / product groups that the industryis currently offering.

How is the industry financially?

Determine the forces that drive the industry. Who are the major players in

this industry?What is the capacity utilisation in the Industry? What is the priceperformance ratio? What are the various strategies that are followed bythese players?

What are the technological innovations that are taking place in theindustry-- both globally and locally?

Michael Porters Five Force Field Analysis


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What are the channels used by the industry? What are the price levelsand the price positions?

What are the Government Policies and how will it impact the industry?Effect of Imports? Exports ?Who are the suppliers? What is the supply scenario? Are there anypositive or negative aspects ? For e.g. impact of the government dutiesetc.

What is the size of the market? What is the future of the market?

Michael Porters Five Force Field Analysis

assignment for strategic management admis

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