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Decisions 1-3 = focus on awareness, gaining distribution Decisions 3-5 = build market share Decisions 6+ = now aim to be profitable Marketing Plan Due Trade agreements Standardization vs. Customization
Marketing Plan
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. A marketing plan is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life of from one to five years. Purpose of a Marketing Plan: The purpose of creating a marketing plan is to clearly show what steps will be undertaken to achieve the firms marketing objectives.
Suggestions
Following the Grade Sheet:
Break the document up and allocate sections to individuals or small teams For each section, envision and create 1 or more exhibits Then write the section, making use of the exhibits Integrate each section into the final document, numbering & organizing exhibits Then write the Executive Summary
The point is that a "cost leader" strategy is not much of a competitive advantage when it comes to the battle between emerging and established MNC's.
Competitive Advantage
Distribution
Wide Low quality product Selective Mid quality Mid quality product product X Marketing Differentiation X Exclusive High quality product X
Mid price
High price
Aquafresh
X
Aquafresh French
X
Aquafresh Argentina
Product Differentiation
Crest HK
1.Participate in Mass Market (for scale) 2.Localize 4 Ps 3.Manage costs 4.Build local team 5.Acquire selectively (to
broaden distribution & create low-cost structure)