MARKETING STRATEGY AND APPLICATIONS LECTURE SEMINAR

by
Dr. R. GOPAL.

Assignment for class participation

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NAMASKAR GOOD DAY TO YOU ALL

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With Best Wishes and All the Best from the GOPALs.

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Objectives of the Course

Application of the Marketing Concepts in developing strategies for a business To understand the factors that play a major role in developing strategies To understand the link between the marketing strategy and the other functional strategies in a business To understand as to how a Business Plan is ultimately prepared

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Sessions Plan for Marketing Strategy and Applications

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Suggested Readings

Marketing Management

Philip Kotler.

It is highly recommended that students develop a practice of reading material on strategic management which can be found in several current magazines, periodicals etc. Special reference to periodicals like Business week, Long Range Planning Journal, Economic Times, Business Standard Financial Express Business World etc.

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Assignment 1

As a Marketing Manger of an Organization, you have been requested by the CEO to prepare a Marketing Plan with special reference to a company in that Industry. Your organization is a member of the industry chosen.

Take any company of your choice. Please do take only those industries where data has been published. Please do not take industries where data is not available. CLASS REPRESENTATIVE TO COORDINATE.
Please note no two groups will take the same industry. In case this happens both the groups reports will be annulled. The contents of the Industry Report are given in the adjacent slides. Please form groups of maximum 4 persons in a group preferably from each of the functions. Please do meet industry people for getting information. This is a must. Marks are awarded for contacting industry people.

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Assignment 1

The report shall be presented in a 1. 2. Report Format (Please follow the format given for the final report) Presentation Format.

Both the Report and the Presentation have to be clubbed together in a folder format and a CD cut. The CD should be given on the date specified in the class.. Presentations will begin on the following week.

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STRUCTURE OF THE REPORT

The report shall be divided in to four parts: 1. Market Analysis including Market Size / Growth, Drivers, SWOT, Competitor Analysis, (perhaps the BCG and the Michael Porters Five Forces Analysis will be useful) etc. Financial Analysis of the Competitors including an analysis of the money spent on R & D and its impact on the Profitability The financial evaluation of these strategies is a MUST and an inclusive part of the report. Recommendations and Conclusions followed by Strategies that your company has to follow. Bibliography and relevant reading material.

2. 3. 4. 5.

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STRUCTURE OF THE REPORT

The format of the report shall be as follows: 1. 2. 3. 4. PLEASE NOTE THAT THE REPORT WILL BE IN WORD FORMAT ONLY. MS Office 2003 version only. The report will be neatly typed-- 1 margin on all sides. 1.5 spacing and Ariel Font 12, spiral bound ONLY. Please do not use any files etc. The front page will have the format as shown The maximum number of pages should be not more than 30 pages. Penalty exists for exceeding the page limit. The page limit does not take into account the contents page and the bibliography or any other annexure pages.

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MARKET Analysis

Estimate the size of the market.

Estimate the Market Shares of the major players.

Identify the TOP competitors (the No. 1 and 2s). Compare the Products that your company is dealing with that of the competitors (Minimum 2 Companies -- Top 2 companies)

Also prepare a BCG Matrix as this will indicate the product portfolio and the relative strengths of the products.
Prepare a SWOT for your competitors and how does it compare with your SWOT?

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MARKET Analysis

What are the competitors strategies and what are your strategies.(Break it down in terms of the 4 Ps and study the impact of each of the strategies on the total business as a whole.)
Identify whether the competitor has synergistic advantages by leveraging his competing products with other non competing products. Compare the performances both at the market place and finally in terms of the FINANCIAL parameters which you think are the key to success. Specific reference is to be made with respect to monies spent on R & D (both in absolute terms and also in terms of percentage to sales)

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Cost Gap Analysis

DATA COLLECTION:
Material Cost Land , Building, Plant and Machinery cost etc. Personnel Cost Sales cost Capital Cost R & D Costs Other Costs etc. Analysis of the Annual Report Analyze the annual reports of the company and see the development of the costs over the last 5 years.

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Cost Gap Analysis

ANALYZE THE DATA COLLECTED

Using this information arrive at what could be the probable costs for the next year, after factoring productivity improvement programs etc. (this information would be available through discussions with the various organizations and also a study of the Management Discussions and Analysis portion of the Annual Report.)

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Michael Porters Five Force Field Analysis

As a first step, understand the product / product groups that the industry is currently offering. How is the industry financially? Determine the forces that drive the industry. Who are the major players in this industry? What is the capacity utilisation in the Industry? What is the price performance ratio? What are the various strategies that are followed by these players? What are the technological innovations that are taking place in the industry-- both globally and locally?

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Michael Porters Five Force Field Analysis

What are the channels used by the industry? What are the price levels and the price positions? What are the Government Policies and how will it impact the industry? Effect of Imports? Exports ? Who are the suppliers? What is the supply scenario? Are there any positive or negative aspects ? For e.g. impact of the government duties etc. What is the size of the market? What is the future of the market?

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