pob stage 2 marketing seminar 1
DESCRIPTION
POB Topic 7 SeminarTRANSCRIPT
Seminar: Putting Marketing at the Heart of an Organisation
Topic Number:1
Principles of Business: Stage 2 Marketing
Overview
In this first lecture, you are put in the driving seat to help an organisation of your choosing with their marketing strategy. The CEO has hired you to help the company better understand a number of key things relating to marketing. He has asked you to articulate the following:
• Present an overview of the company and strategy.
• The role of the organisation in the wider society.
• Explain how the organisation can become more market oriented and develop products that meet consumers needs.
He would like you to put together a 10 min presentation that you will deliver to the board of directors of the company.
3
• Define the role of marketing within society.
• Describe how they go about using each of the components of the marketing mix.
• Highlight what you believe to be their planning process.
• Be able to make recommendations on how the organisation can be more appealing to their target audience.
Learning outcomes of this seminar
Agenda for this seminar
Describe the role of the organisation in society.
Explain how the organisation can become more market-oriented and develop products that meet consumers needs.
Present an overview of the company, strategy and external operating environment.
Structure for the session
You will have 15 minutes to
discuss each question.
We will have a de-brief at the end of each 15 minutes to hear your thoughts on each area.
Feel free to ask questions but please do not have separate conversations. ‘we are all in
this together’!
Present an overview of the company,
strategy and external operating
environment
Structuring the Problem
Company Strategy
& Structure
Company Operations
Operating Environment
Consider each in turn
External Operating Environment: Killer Questions
What industry does the business operate in? What
are the major trends?
Who are the key competitors? Are there any viable
substitutes?
Who are the target
customers?
What are the typical products and services?
External Operating Environment: Consider key trends
External Operating Environment
Description of Company and Strategy: Killer Questions
What is their mission/vision?
What are their key strategic pillars to
achieve their mission/vision?
Describe their organisation
structure.
How do they gain a competitive
advantage from their competitors?
Description of Company and Strategy: Overview
Description of Company and Strategy: Strategy
Description of Company and Strategy: Organisation Structure
The role the organisation plays in
wider society
Explaining the basic utilities of the organisation
What value add does it bring to society?
What value add does it bring to society?
Source: Communication Director Website and WRSC
Explain how the organisation can
become more market oriented
and develop products that meet consumers needs
Overview of market orientation
Source: Equerry.com
Everyone in the organisation is part of the solution
Creating the right structures in the organisation
Organisational coordination is key
Source: Dilbert.com
Testing the product is also critical
Appendix – Sources for illustrations
Slide 9&10:www.metricstream.com
Slide 12:www.onlineleadsinc.com
Slide 13, 16, 17:www.emeraldinsight.com
Slide 12:www.grameenbank.com & www.wikipedia.org
Slide 21 and 22:www.strategic-planet.com
End of Seminar
Note: This recording is for your personal use only and not for further distribution or wider review.
© Pearson College 2013