3-1

Retaining Loyal Customers

Customer Service

Efficiency & Effective Supply Chain

Unique Selling Proposition

Location provides Awareness and Convenience

Advantage over the competition that is not easily copied and thus can be maintained over a long period of time.

http://education-portal.com/academy/lesson/what-is-swot-situation-analysis-in-marketing.html

http://education-portal.com/academy/lesson/types-of-competitive-advantage-cost-product-niche-sustainable-advantages.html

The Marketing Plan

3-2

3 Phases of a Strategic Plan

Three Phases of a Strategic PlanR

yan

McV

ay/G

ett

y Im

ag

es

Com

stock

Im

ag

es/

Alm

ay

Gett

y Im

ag

es/

Dig

ital V

isio

n

3-3

• Define mission/objectives• Evaluate situation

• Identify opportunities• Implementing mkt mix

• Evaluating performance• Taking corrective

actions

Step One: Defining the Mission and/or Vision

MADD mission statement:MADD strives to stop drunk driving, support the victims of this violent crime and prevent underage drinking.

3-4

Broad description of an organization’s objectives and the scope of activities it plans to undertake.

Step Two: Conduct a Situation Analysis Using SWOT (internal and external

environmental Analysis)

3-5

Dominos Pizza SWOT

Step Three: Identifying and Evaluating Opportunities Using

STP

Courtesy The Hertz Corporation

3-6

http://bevideos.mhhe.com/business/video_library/0077450965/swf/Clip_02.html

Step Four: Implement Marketing Mix and Allocate Resources

http://education-portal.com/academy/lesson/competitive-advantage-the-importance-of-strategic-marketing.html

Step Five: Evaluate Performance Using Marketing Metrics --

Growth Strategies

3-8

Market Penetration

• Existing marketing mix

• Existing customers

• In what way is a sale a Market penetration strategy?

Ryan McVay/Getty Images

3-9

Market Development

What can a company do to continue to grow

in a difficult retail environment?

What can a company do to continue to grow

in a difficult retail environment?

Frederic J Brown/AFP/Getty Images

3-10

• Current product and services• New markets

Product Development

Used with permission by MTV 2010 MTV Networks All Rights Reserved MTV, all related titles, characters and logos are trademarks owned by MTV Networks, a division of Viacom International Inc.

3-11

Current Markets

Diversification

Photo by Joe Scarnici/WireImage/Getty Images

3-12

Step 5: Evaluate Performance Using Marketing Metrics

Boston Consulting Group Portfolio Matrix

3-13