Developing

Marketing
Strategies &
Plans
 Developing the Market

Before venturing into a business, ask yourself;

1. Do you have the expertise in the business you are venturing?
• The industry knowledge
• Hands - on work experience
2. The capital to start?
• If no, the source for funding.

3. The workforce?
• If no, the source to obtain workforce.

4. The market for your product or services?

• If no, the channel to market your product
or services.
 Developing Marketing Strategies and Plans

Marketing strategies
1. What will be your company’s strength?
2. What differ your company from
your competitor?
3. How do your company add value to your
client’s business?
4. What is your company’s vision,
mission and values?
5. Setback experienced and how you
tackle situation?
 QUESTION 1

Explain the role of a SWOT

Analysis during the strategic
planning process.
 SWOT Analysis
• SWOT Analysis – template sample

Strengths Weaknesses

Opportunities Threat
 SWOT Analysis Questionnaires-
Strengths
 Advantages of proposition?
 Capabilities?
 Competitive advantages?
 USP's (unique selling points)?
 Resources, Assets, People?
 Experience, knowledge, data?
 Financial reserves, likely returns?
 Marketing - reach, distribution, awareness?
 Innovative aspects?
 Location and geographical?
 Price, value, quality?
 Accreditations, qualifications, certifications?
 Processes, systems, IT, communications?
 Cultural, attitudinal, behavioural?
Management cover, succession?
Source-: http://www.businessballs.com/swotanalysisfreetemplate.htm
Weaknesses
• Disadvantages of proposition?
• Gaps in capabilities?
• Lack of competitive strength?
• Reputation, presence and reach?
• Financials?
• Own known vulnerabilities?
• Timescales, deadlines and pressures?
• Cashflow, start-up cash-drain?
• Continuity, supply chain robustness?
• Effects on core activities, distraction?
• Reliability of data, plan predictability?
• Morale, commitment, leadership?
• Accreditations, etc?
• Processes and systems, etc?
• Management cover, succession?
SWOT Analysis Questionnaires-
Opportunities
• Market developments?
• Competitors' vulnerabilities?
• Industry or lifestyle trends?
• Technology development and
innovation?
• Global influences?
• New markets, vertical, horizontal?
• Niche target markets?
• Geographical, export, import?
• New USP's?
• Tactics - surprise, major contracts,
etc?
• Business and product development?
• Information and research?
• Partnerships, agencies, distribution?
• Volumes, production, economies?
• Seasonal, weather, fashion
influences?
Source-: http://www.businessballs.com/swotanalysisfreetemplate.htm
Threats
• Political effects?
• Legislative effects?
• Environmental effects?
• IT developments?
• Competitor intentions - various?
• Market demand?
• New technologies, services, ideas?
• Vital contracts and partners?
• Sustaining internal capabilities?
• Obstacles faced?
• Insurmountable weaknesses?
• Loss of key staff?
• Sustainable financial backing?
• Economy - home, abroad?
• Seasonality, weather effects?
 QUESTION 2

Ansoft’s product-market expansion grid shows three intensive

growths strategies that can be used to assist a marketing
manager in finding creative ways to close a perceived strategic
gap. Characterize each of the cells of Ansoft’s grid.

ANSOFT’S PRODUCT-MARKET EXPANSION GRID

CURRENT PRODUCTS NEW PRODUCTS

Current 1. Market penetration 3. Product-development
Markets strategy strategy

New 2. Market –development Diversification strategy

Markets strategy
 Application - SWOT Analysis

Independent Sales & Marketing Partners/Contractors

S W O T
STRENGTH WEAKNESS OPPORTUNITIES THREAT

1. Hands-on experience 1. Clients constant 1. Huge outsource 1. Quality work force

strategy change market
2. Low investment,no 2. High end retails require
office required 2. Clients falsifying data 2. Large mix of skilled work force
submitted when result industries,high
3. Large pool of contacts 3. Irregular work hours
are not as expected. demand for service
4. On call experience 4. Increased cost-when
3. Constantly interupting 3. Limited large scale
part time workers, client change strategy
workflow,adding player
5. mix of age/ethnicity unrelated work ,riding 5. Impromtu project
4. Can easily venture
work force on the same cost. into other service 6. Too many
6. Training,materials, related business meetings,distrupt
office equipment workflow
5. Large mature retired
provided by clients. work force,untapped 7. Too many Terms and
7. Access to huge retail market conditions.Benefits
database,industries by clients solely
industries.
8. Reputation
Application of Ansoft’s grid-business strategy
• Banks CURRENT PRODUCTS

• Ad Agency • retail analysis findings

• Training & Development
•Telco

CURRENT PRODUCTS NEW PRODUCTS

Current 1. Market penetration 3. Product–development
Markets strategy strategy

CURRENT PRODUCTS
New 2. Market –development Diversification strategy
Markets strategy

• Healthcare 1. T & D for Expat on Culture/Work Ethics

• Government 2. R & D on culture differences

3. Work Process & Planning
• Call Centres
4. Customer Service
5. Telephone Etiquettes
6. Event Management
translating SWOT issues into actions

• Albert Humphrey advocated that the six categories:

• Product (what are we selling?)

• Process (how are we selling it?)
• Customer (to whom are we selling it?)
• Distribution (how does it reach them?)
• Finance (what are the prices, costs and investments?)
• Administration (and how do we manage all this?)

provide a framework by which SWOT issues can be

developed into actions and managed using teams.
 CONCLUSION
• “When a company or
individual compromises
one time, whether it's on
price or principle, the
next compromise is right
around the corner and
you can bet your last
nickel on it.”
Zig Ziglar quotes (American motivational Speaker and Author.)

THANK YOU