Marketing Planning and ControlMK3001

By,Dr. Yuvaraj Year 3 BBA (MK)

Week 2

Lecture Hour

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Tools to complete the business/ market analysis

1. Porter’s 5 Forces Framework

2. MOST analysis

3. Resource Audit

4. Boston Box

5. Ansoff’s Matrix

6. Mc.Kensey’s 7-S Model

7. The 4 view model

8. CSFs and KPIs

9. SWOT or TOWS analysis

10.PESTLIED

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Porter’s 5 forces framework

1. Industry Competitors

2. New entrants

3. Substitutes

4. Buyers

5. Suppliers

1

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Porter’s 5 forces framework

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Most Analysis

MissionObjectivesStrategyTactics

2

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Resource Audit

Financial resourcesPhysical resourcesHuman resources-Skills, Knowledge, Communication and Motivation

ReputationKnow-How

3

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Resource Audit

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Boston Box

StarCash cowWild cat or Problem childDog

4

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Boston Box

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Boston Box

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Ansoff’s Matrix

Market penetrationMarket developmentProduct developmentDiversification

5

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Ansoff’s Matrix

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Mc.Kensey's 7 S model

StrategyStructureSystemsSkillsStyleShared valuesstaff

6

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Four view model

OrganisationTechnologyPeopleprocesses

7

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CSFs and KPIs

Critical success factorsKey performance indicators

8

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SWOT analysis

StrengthsWeaknessesOpportunitiesThreats

9

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PESTLIED

PEST - Political, Economic, Socio-Cultural, Technological

PESTLE - PEST+ Environmental and Legal STEEPLE – PESTLE + Ethical PESTLIED – STEEPLE + Demographic and

International

10

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PESTLIED

1. Political factors

2. Economic factors

3. Socio-cultural factors

4. Technological factors

5. Legal factors

6. International factors

7. Ecological factors

8. Demographic factors

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Porter’s 5 forces framework

1. Industry Competitors

2. New entrants

3. Substitutes

4. Buyers

5. Suppliers

1

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Porter’s five force model on Coca Cola

Industry Competitors:  High Pressure

Currently, the main competitor is Pepsi which also has a wide range of beverage products under its brand. Both Coca-Cola and Pepsi are the predominant carbonated beverages and committed heavily to sponsoring outdoor events and activities.

There are other soda brands in the market that become popular, like Dr. Pepper, because of their unique flavors. These other brands have failed to reach the success that Pepsi or Coke have enjoyed.

New Entrants: Medium Pressure

Entry barriers are relatively low for the beverage industry: there is no consumer switching cost and zero capital requirement. There is an increasing amount of new brands appearing in the market with similar prices than Coke products

Coca-Cola is seen not only as a beverage but also as a brand. It has held a very significant market share for a long time and loyal customers are not very likely to try a new brand.

Substitutes: Medium to High pressure

There are many kinds of energy drink s/soda/juice products in the market. Coca-Cola doesn’t really have an entirely unique flavor. In a blind taste test, people can’t tell the difference between Coca-Cola and Pepsi.

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Porter’s five force model on Coca Cola

The Bargaining Power of Suppliers: Low pressure

The main ingredients for soft drink include carbonated water, phosphoric acid, sweetener, and caffeine. The suppliers are not concentrated or differentiated.

Coca-Cola is likely a large, or the largest customer of any of these suppliers.

The Bargaining Power of Buyers: Low pressure

The individual buyer no pressure on Coca-Cola

Large retailers, like Wal-Mart, have bargaining power because of the large order quantity, but the bargaining power is lessened because of the end consumer brand loyalty.

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Questions?