Resources

 Ansoff matrix for Nokia

 HW Ansoff matrix worksheet
Homework
 Alysha
 AstraZeneca due Sept 30
 Dell due Oct 14
 Alex S
 Economies of scale W/sheet due Sept 24
 AstraZeneca due Sept 30
 Kaizen & JIT worksheets due Oct 6
 Lara, Emma, Alysha, Alex
 Surridge p131. Operational Objectives Progress questions:
1,5,6,7 due Nov 5
 All
 Have I given these back???
 P85 Analysis and Evaluation Question 1.
(Coca Cola)
Selecting marketing strategies
Lesson objectives
 Explain the meaning of marketing
strategies
 Introduce the four strategies of the Ansoff
matrix
Analysing markets and marketing
What type of forecasting might be used in each of the
following six cases? Justify your views.

1. Predicting sales of raincoats in November.

2. Forecasting the sales of fashion accessories.
3. Predicting the likely attendance at a football match.
4. Investigating how customers might react to a price cut.
5. Forecasting sales of plain black socks.
6. Estimating sales of a newly patented invention.
Selecting Marketing Strategies
 A market analysis should enable a
marketing manager to understand where
the market is and where it is going.
 This should feed into developing a
marketing plan.
 The Marketing Strategy is the long-term
marketing plan aimed at achieving the
marketing objectives.
The basic idea behind the marketing
model
Analysis of where
we are

Determining how we
Review
compete

Developing a plan
 Marketing Model
Constraints
1. Setting Marketing Objectives

2. Gathering data needed to decide

on a strategy 5. Control & 2. Market
review information &
analysis
3. Assessing alternative marketing Budgetary
strategies & implementing the Control Market research

choices 1.Objectives

Forecasting
4. Planning & implementing the
marketing mix, in accordance with 4. Planning
the marketing
3. Alternatives
& choices
the strategy mix Draft market
plans

5. Controlling & reviewing the

outcome of marketing decisions
STP
 Businesses have to
identify what segments
exist in a market.
 SEGMENTATION
 Then they decide how to
position themselves.
 POSITIONING
 Then they decide which
segments they want to
target.
 TARGETING
 The requirements of each
segment differ. So effective
marketing requires managers to
understand these needs, decide
on which segments are likely o be
profitable for the business and
then develop appropriate plans.
The challenges facing Nokia
To boost sales Nokia could target
 existing customers to get them to upgrade
 iPhone / Android customers to get them switch
 Blackberry users to get them to switch
 Current non-Smartphone users (older people?)

 Each of these would be a different strategy to achieve

the same objective of increasing sales.

 Which of the above strategies would you recommend

and why?
What might Nokia doideas
Write your if… on your
sheet for what you think
 It was trying to sell It was
thismight trying to
involve.
more to existing develop new products
customers? and offering these to
existing customers?

 It was trying to target  It wanted to offer new

new segments of its products to new
existing market? markets.
What might Nokia do if…
 Ansoff’s matrix…
products
Existing New
 Market  New Product
Existing penetration Development
MARKETS

 Market  Diversification
Development
New
Lesson objectives
 Explain the meaning of marketing
strategies
 Introduce the four strategies of the Ansoff
matrix
Homework
 Using Coca Cola to Explain Ansoff’s
Matrix
 Answer all three questions in no more than
two sides of A4