Marketing Plans
Focus on product and market; focus on detailed marketing strategies for achieving the product's objectives in a target market.
Consider the difference between strategic marketing and tactical marketing.
Marketing Planning Process includes:
Analyzing marketing opportunities
Researching and selecting target markets
Designing marketing strategies
planning marketing programs (marketing mix)
implementation and control
Put another way:
Situation Analysis
Corporate Capabilities and Culture
Customer Analysis
Competitive Analysis
Collaborators
Macro Issues
SWOT Analysis
Objectives
Alternative Strategies
Action Plans
Evaluation and Recommendations
Marketing Mix Elements (Product, Price, Promotion, Place)
Implementation and Evaluation
Forecasting and Budgeting
Measures of Effectiveness
Discuss Can Priceline Remain Profitable with respect to strategic planning issues.
Identify the four Cs: Customer, collaborator, competition and company
Consider past and future growth strategies
Consider the four Ps: Price, Product, Promotion and Place.
|
