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• Topics of discussion
– Market Research
– Competitive analysis
– The macro-environment
• Activities
– Market Uluru: tourism consultancy delivering value
– Case study discussion – Why Starbucks fails in Australia
• Assignments
– Situation analysis sample
• Are you in a group for the online simulation?
• Have you had a look at the simulation?
• Completed the MMX survey:
https://forms.office.com/Pages/ResponsePage.aspx?id=1zTEjNCX00e1xRT-
DjPjS0HN8MJf15JAirXPfHl2prdUQ0swSFI0OEZOVjZTQVgyOTRENDFOQVkzQS4u
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Week Topic/Chapter(s) Activity
2 Understanding the environment
– Ch. 3 & 12
• Online simulation group work
• Marketing Uluru
3 Marketing objectives & strategy
– Ch. 2
• Elevator pitch
• Quiz 1 (based on ch. 1, 3, 4)
• Simulation Q1 – closes 21/3/21
4 Segmentation, targeting & positioning
Ch. 6 & 9
• Consumer journey maps
(drawing/LEGO)
• Quiz 2 (ch. 6 & 9)
• Simulation Q2 – closes 28/3/21
5 Building brands
Ch. 10 & 5
• Brand positioning, Personal
branding
• Quiz 3 (ch. 5 & 10)
• Simulation Q3 – closes 11/4/21
Mid-Semester Break (1-7 April) * week 5 Friday class is on 9.3.21
6 Marketing mix: Product
Ch. 13
• Assignment 2 DUE (Sunday 18 April)
Quiz 4 (ch. 13)
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Week Topic/Chapter(s) Activity
7 Marketing mix: Pricing
Ch. 16
• Assessment discussion
• Quiz 5 (ch. 16)
• Simulation Q4 – closes 25/4/21
8 Promotion P1 – Managing IMC
– Ch. 19 & 21
• Quiz 6 (ch. 19 & 21)
• Guest speaker
9 Promotion P2 – Managing Digital/Personal
Communication
– Ch. 20 & 22
• Quiz 7 (based on ch. 20 & 22)
• Simulation Q5 – closes 9/5/21
10 Marketing channels & services
Ch. 14, 17 & 18
• Quiz 8 (ch. 14, 17 & 18)
• Simulation Q6 – closes 16/5/21
• Guest speaker
11 Globalisation & responsible marketing
Ch. 8 & 11
• Brand positioning, Personal
branding
• Simulation Q7 – closes 19/5/21
• Simulation Q8 – closes 23/5/21
12 A holistic marketing organisation approach
Ch. 23
• Assignment 3 DUE (w/c 24 May)
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Strategy
development
Implementation
Evaluation and
control
Strategic
analysis
Situation analysis
Marketing
objectives
Budget
Evaluation
& control
Problems &
opportunities
Marketing
strategies
Marketing program
1
2
3
4
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• Developing market strategies and plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Creating value
• Delivering value
• Communicating value
• Creating successful long-term growth
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• It all starts with a problem that needs to be solved.
• Which means you need to find out what your customer
thinks now?
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Discuss in groups and come up with a recommendation (remember the
marketing concept).
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• American Marketing Association (AMA)
– Marketing research is the function that links the consumer, customer, and
public to the marketer through information—
• information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a
process.
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• How can you find the answers to the following
questions?
1. How will your targeted customer respond to a price of $7.99
compared to $9.99?
2. Should you add a new feature that costs $4.00?
3. Which is a more effective slogan: “We love to see you smile” or
“Have it your way”?
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• Marketing decisions should be fact-based
• Smart marketers are continually gathering
market information
• Marketers also conduct specific research
projects
– They may use Marketing Intelligence Systems (MIS),
which includes internal company records, paid for
research reports etc.
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• Define the problem
• Define the decision alternatives
• Define the research objectives
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• Needs and Trends
– Fad
– Trend
– Megatrend
• What’s an example of a megatrend?
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Remote
Near
The
firm
environment
environment
The
firm
environment
Near
THE
FIRM
• Macro/environm.
analysis (PEST)
• Industry analysis
• Competitor analysis
• Consumer analysis
4. Internal analysis
• SWOT/TOWS
3. Critical
success
factors
External analysis
Assignment 2: Part 1
2. External analysis
1. scope
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• Six major forces in the broad environment = Their interactions will lead to new
opportunities and threats.
Natural/
Environmental
Technological
Political-legalSocio-cultural
Economic
Demographic
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Remote
Near
The
firm
environment
environment
The
firm
environment
Near
The
firm
Two steps:
1. Analysis (identifying
relevant trends – current
situation and likely
scenarios in the future)
2. Implications for the firm
• opportunities and
threats;
• rate each on a scale
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• Worldwide population growth
• Population age mix
• Ethnic and other markets
• Educational groups
• Household patterns
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CONSUMER PSYCHOLOGY
INCOME DISTRIBUTION
INCOME, SAVINGS, DEBT,
CREDIT
Impact of the economy on the
business unit and the lives of the
target market
• Economic growth rates
• Interest rates, consumer and
business confidence
• Employment and unemployment
• Savings rates
• Exchange rates
• Etc.
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Views of
ourselves
Views of
society
Views of
nature
Views of the
universe
Views of
organizations
Views of
others
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• Core cultural values
– Values are passed from parents to children
and reinforced by social institutions
• Subcultures
– Groups with shared values, beliefs,
preferences, and behaviors emerging from
their special life experiences or
circumstances
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What are the key environmental factors?
• Availability/quality of raw materials and natural resources
• Environmental costs
• Weather conditions (can influence production or demand)
• Government policies (green issues such as pollution, recycling
and genetically modified food products, etc.)
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Accelerating pace of change
Unlimited opportunities
for innovation
Varying R&D budgets
Increased regulation of technological
change
What are the Most important Tech Factors to look out for?
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LAWS
GOVERNMENT AGENCIES
PRESSURE GROUPS
Any proposed
legislation or other
regulatory processes
that are likely to
impact the industry?
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Remote
Near
The
firm
environment
environment
The
firm
environment
Near
The
firm
• Macro/environmental analysis
(PEST)
• Industry analysis (5Fs,
PLC)
• Competitor analysis
• Consumer analysis
(6Qs)
4. Internal analysis
3. CSFs
2. External analysis
1. scope
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Suppliers (bargaining
power)
Buyers (bargaining
position)
Industry Competitors
Substitutes (threat)
New Entrants (threat)
VALUE CHAIN
Porter, M. E. (1980). Competitive strategy: Techniques for industries and competitors. New York: Free Press.
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• Understanding the market can help identify greater
marketing opportunities.
• Market demand can be broken down into:
– Potential market
– Available market
– Target market
– Penetrated market
NOT ENOUGH TO DEFINE A MARKET
ELGIBILITY/ACCESSIBILITY MIGHT BE ADULTS
QUALIFIED – SPECIFIC PRODUCTS LIKE LUXURY
BRANDS THAT CAN AFFORD YOUR PRODUCT
ALREADY BUYERS
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• Building your market share
• Developing committed
customers and stakeholders
• Building a powerful brand
• Innovating new products,
services, and experiences
• International expansion
• Acquisitions, mergers, and
alliances
• Building an outstanding
reputation for social
responsibility
• Partnering with
government and NGOs
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• Expanding total market demand
• Protecting market share
• Increasing market share
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• Industries, similar to products, companies, brands and
people, change constantly – they evolve over time
• Industry structure is never rigid: the Five Forces analysis
needs to be conducted dynamically – looking into the
future
• Another useful tool is the Product Life Cycle concept
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Product Life-Cycle (PLC) Marketing Strategies
• A company’s positioning and
differentiation strategy must
change as its product, market, and
competitors change over the PLC
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Shaking out
weaker
competitors
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Figure 12.7
Style, Fashion, And Fad Life Cycles
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1. Simulation
– Q1 Analysis & Objectives:
• Strategic decisions
– Company profile
– Market analysis
– Customer analysis
– Competitor analysis
– Mission statement
– Key performance indicators
– Explain/justify your answers
2. Situation analysis
• Macro-environmental and competitor analysis
• Strengths and Opportunities
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1. Executive summary
2. Environmental analysis
a. The marketing environment:
❖ Competitive forces
❖ Economic forces
❖ Political forces
❖ Legal and regulatory forces
❖ Technological forces
❖ Sociocultural forces
b. Current Target Markets
c. Current marketing objectives and performance
3. SWOT Analysis/TOWS
1. T,O,W,S
2. Matching Strengths to opportunities/Converting weaknesses and threats
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4. Marketing Objectives
5. Strategic Marketing Decisions
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• The remote/macro environment
– How to make strategic analyses
– The importance of defining your business scope
– The key concepts and tools for external analysis (remote environment)
– The remote, macro environment can have a significant impact on your business – you
need to scan it because it is in constant change
• The near/micro-environment
– How to conduct an industry analysis
– How to analyse competition
– The easiest way to summarise consumer information
• How to conduct an industry analysis by using the 5 forces framework, Product Life Cycle
(PLC)
• How to analyse the competition by looking at objectives, strategies, and resources predicting
future strategies
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