RevisionORM, Dec 2012

Component 1 (50%) 15 min Presentation

Considering a new product launch perform a marketing plan, using appropriate models and techniques, emphasising the importance of marketing within business plans and strategies; the processes of market development in a dynamic business environment; the role of new technologies and information systems used in marketing strategy and planning.

The presentation content will constitute 75% of the grade with the presentation skills/style constituting the remaining 25%

Component 1 breakdown

Considering a new product launch …- What’s the new product?

… perform a marketing plan, using appropriate models and techniques (Session 2, part 2)

… emphasising:- the importance of marketing within business plans and strategies

(session 4, part 2)- the processes of market development in a dynamic business

environment (session 5)- the role of new technologies and information systems used in

marketing strategy and planning (session 6).

The presentation content will constitute 75% of the grade with the presentation skills/style constituting the remaining 25%

Presentations

THINK

BREATH

SPEAK

REHURSEAnd absolutely, positively, always remember to:

Component 2 (50%): 3,000 word formal report

With an organisation of your choice, and using HR planning and/or development models, critically evaluate the recruitment, retention, training and learning & development strategies within the organisation; the strategies implemented for positive employee relations, performance management and reward; the H.R performance monitoring techniques used with recommendations for the organisation to enhance the efficiency and effectiveness of these operations.

The report will constitute 100% of the grade for this component; the marks are allocated as follows:- Presentation and structure 10%- Content 50%- Use of theory 20%- Recommendations 12%- References (Number and variety) 8%

Component 2 (50%) breakdown

With an organisation of your choice, - What’s the organisation?

… and using HR planning (session 1) and/or development models, critically evaluate:- the recruitment session 2- retention session 2- training and session 2- learning & development session 2

strategies within the organisation the strategies implemented for:

- positive employee relations session 3- performance management and reward session 3- the H.R. performance monitoring techniques used session 3

with recommendations for the organisation to enhance the efficiency and effectiveness of these operations.

Useful Models & Diagrams

Marketing / Corporate Strategy Interaction

Corporate StrategyAllocation of resources across the organisation

Portfolio of activities for the organisationSpecifying the organisation’s mission

Defining organisational objectives

Marketing StrategyCompeting in a product market

Selecting markets and segmentsDetermining the marketing mix

Brassington and Pettitt, 2006

GuidesDirects

ControlsCoordinates

InformsAchieves

Operationalises

Influences on Marketing Strategy

Marketing Strategy

Brassington and Pettitt, 2006

Attitude to risk and change

Market structure and opportunities

Competitor strategies

Organisational objectives and

resources

The Four Ps … Satisfying Customer Needs

PRICECosts

ProfitabilityValue for moneyCompetitiveness

Incentives

PLACEAccess to target market

Channel structureChannel management

Retailer imageLogistics

PROMOTIONDeveloping communications

mixesAdvertising management

Sales promotion managementSales management

Public relations managementDirect marketing

PRODUCTNew product development

Product managementProduct features / benefits

BrandingPackaging

After-sales service

Brassington & Pettitt (2006)

ControlMarketing plans

Actions

GoalsOutcomes

Compare Outcomes with Goals

Analyse deviations

Solve problems Exploit success

Learn and revise

Brassington & Pettitt (2006) – ref above

PESTEL analysis of the externalenvironment (usually macro environment)

Variable Construct Effect (+/-)

Political (write as many points in this column as are appropriate)

Economic

Social

Technological

Environmental

Legal

(write the factors affecting in the boxes, then write up a brief summary)

Porters Five Forces analysis of the competitive environment (usually micro environment)

Threat of Substitutes

(How easy is it for customers to substitute the company?)

Existing Rivalry

(Competition – direct, indirect, differentiation)

Customer Bargaining Power

(How much bargaining power do the customers have?)

Threat of New Entrants

(How easy is it for new companies to enter the market?)

Supplier Bargaining Power

(How much bargaining power do suppliers have?)

(write the factors affecting in the boxes, then write up a brief summary)

Porter’s Generic Strategies for a strategic review

Competitive Strategy: Techniques for Analysing Industries and CompetitorsPorter, M, 1980.

Principles of MarketingBrassington & Pettitt, 2008

Cost Leadership DifferentiationSegmentation (aka: Focus)

As an organisation, adopt one of these strategies to “provide the direction for subsequent operational decisions, including marketing” (Porter, M)

The expectation is that “the vigorous pursuit of the chosen strategy will create a sustainable competitive advantage” (Brassington & Pettitt)

Choosing a generic strategy

The choice of generic strategy depends on: “The fit between the demands of the strategy and the organisation’s

capabilities and resources. “The main competitors’ abilities on similar criteria. “The key criteria for success in the market and their match with the

organisation’s capabilities.”

Assuming the organisation has a free choice of strategies, it should consider its sources of advantage: Skills – of key staff (eg: R&D, selling, quality assurance, &etc). Resources – in terms of level and deployment (eg: promotional spend, R&D

investment, financial reserves, production facilities, brand strength &etc). Relationships with suppliers and customers – in terms of quality and long-

term sustainability.

“Whichever strategy an organisation chooses, there must be ruthless commitment to it”

Principles of MarketingBrassington & Pettitt, 2008

Marketing Mix

Element Possible Considerations

Product

Price NB: elasticity and perceived customer value

Promotion MarComms mix: ads, PR, DM, personal selling, sales promotion

Place Distribution strategy

and, when marketing services:

People Because they are vital in services

Process The way in which the service obtained

Physical Evidence Where the service is being delivered

0Revenue

Time

Introductory stage

Growth stage

Maturity stage

Decline stage

Industry sales

Industry profits

Product Life Cycle (PLC)

Managing product profitability using the PLC

PLC Stage Description Price Promotion Distribution

DevelopmentResearch, no income or sales.

High cost- Product testing and development.

Only test marketing. No real advertising yet.

Source distribution channels.

Growth-Sales increase-Some profit.

- Lower prices- More competition and economies of scale.

Aggressive attacks from comp.-High advertising budget.

Intensive push and pull activities.Seek as many channels as possible.

Maturity/Saturation

-Sales slow down.-Competition.-Modify product and re-position to send product. Back to growth stage.

-More cost cutting. -Intense promotional activities lengthen life.-Advertising to keep market share.

-Keep existing channels and try and obtain competition channels.

Decline

-Sales decline.-Less profit.-Obsolesce or re-positioning.-Phase it out, run it out or drop it.

- Decline. Try and sell last stock.

-No advertising, but big promotions.

-Push strategies and promotions to sell last stock.-Focus on only a few distributors.

In general:• Retain and maintain existing products so that they continue to meet their

objectives.• Modify and adapt existing products to take advantage of: new technology,

merging opportunities or changing market conditions.• Delete old products close to the end of working lives.• Introduce a new flow of products to maintain/improve sales and profit

levels.

BCG’s Growth Share Matrix

Largenegativecashflow

Low

2

4

6

8

10

12

14

16

1820

High

10x 1x 0.1x

High LowRelative market share

STARS QUESTION MARKS (problem children)

CASH COWS DOGS

Modest+ or -cash flow

Largepositivecashflow

Modest+ or -cash flow

Optimum

cash

flow

SO

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Ad

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1977),

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12

Mark

et

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SWOT analysis

Opportunities Threats

Strengths Weakness

inte

rnal

fac

tors

exte

rnal

fac

tors

McKinsey 7S Model

Shared Values(inside the

organisation)

Staff(What sort of staff does the

organisation employ?)

Skills(What sort of staff

skills are required?)

Structure What is it (flat?

hierarchal?) and what would be best?

Strategy(What is the

organisation’s strategy?)

Systems(Which systems are in place to

measure effectiveness?)

Style(What is the leadership

style?)

For organisational success, the seven elements above need to be aligned and mutually reinforcing. The model is used to identify which of the elements needs to be brought into line.

The model can be used to help analyse a current, or possible future, situation. It can also be used to analyse both current and future situations, with a gap analysis to see what needs to be improved.

Aspects of a brand

Brand Value What aims and values do you want associated with the brand?

Brand Vision What is your vision for the work that the brand should do?

Brand positioning How is brand positioned (against competitors)?

Brand purpose What does the brand actually do?

Brand Equity Is there one core aspect of the brand which can be used to increase brand equity?

Brand Personality What is the personality of the brand?

Writing Style

Why & Does Writing Style Matter?

Writing is about the communication of ideas

If your writing is difficult to understand:- Your ideas will be unclear- Your ideas will not be understood- Your audience (the people who grade your papers) may

penalise you

Understand your target audience!- What’s the average time spent grading a paper?- How exciting is it to grade a paper?- So: Make it easy for the assessor to give you marks

Structure

Headings and Subheadings- Break up the text- Aid reader understanding- One subheading per topic

Paragraphs- Treat like mini subheadings- Keep them short (2 – 4 sentences)

Sentences- Keep them short (know what you want to say, and say it!)

Avoid comma clauses if you can Stay within the set word-counts (+/- 10%) Reference quotes accurately using the Harvard style Use the spell check! Get someone else to read your assignment for sense

Don’t be afraid of white space on the page!

Pace & Movement

Written communications should ‘flow’- Beginning, middle, end

Written communications should have ‘pace’- Where appropriate, use active verbs which show that their subject is

‘doing the action’ This usually ‘saves’ words, which is useful when writing to a hard

word-count