Chapter 14 Objectives The Process of Building a Marketing Plan Step I: Situation Analysis Step...

Chapter 14 Objectives

The Process of Building a Marketing Plan

Step I: Situation Analysis

Step II: Marketing Strategy

Step III: Performance Plan

MBM6Chapter 14

Stericycle is the world’s largest medical waste recycler.

We will use Stericycle to illustrate the process of building a marketing plan.

* Go www.Stericycle.com to learn more about this company, and service products.

2011 Worldwide Market Demand $11 billion

Copyright Roger J. Best, 2012

Building a Marketing Plan

MBM Sample Marketing Plan Number 6

MBM6Chapter 14

Each edition of MBM (Market-Based Management) a 3-year Stericycle Sample Marketing Plan was published. The Plan vs. Actual results are shown above.

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Copyright Roger J. Best, 2012

14-3

Building a Marketing Plan

• Creativity vs. Structure• Benefits of building a market plan• Process of building a marketing plan

The Process of Building a Marketing Plan

This section outlines the benefits of a marketing plan.

MBM6Chapter 14Building a Marketing Plan

Copyright Roger J. Best, 2012

Both (creativity and structure) Are Needed…Why?

MBM6Chapter 14

• Challenge current thinking and convention assumptions.

• Strive to go deeper into the total customer experience.

• Look outside your industry for new ideas and best practices.

CREATIVITY

• Comprehensive - Includes all important performance factors.

• Logical – Connects all the dots linking strategy to performance

• Performance Roadmap as to cost and expected performance.

STRUCTURE

Copyright Roger J. Best, 2012

14-6

Benefits of Building a Plan

• Identifying opportunities• Leveraging core capabilities• Focused market strategy• Resource allocation• Performance roadmap

A Marketing Plan Is a RoadmapMBM6

Chapter 14

Where Are We and Where Do We Want to Go? - We are at Point A and want to go to Point B. - There is not a clear path to Point B. - We have limited resources in getting to Point B.

How Do We Want to Get There? - We developed the route shown. - Take advantage of opportunities & lessens threats - It is achieveable with available resources.

What Is Suppose to Happen When We Get There?- Arrive on time with no major surprises or set-backs- Enjoy the expected benefits of Point B- Stayed within the planned budget.

Going From Point A to Point B行銷計畫好像旅遊 (行程 )計畫一樣

Copyright Roger J. Best, 2012

Three Major Steps in Building a Marketing Plan

MBM6Chapter 14

STEP 1: SITUATION ANLAYSIS

Where Are We Now?

STEP 2: MARKETING STRATEGY

How Do We Get Where We Want To Go?

STEP 3: PERFORMANCE PLAN

Can We Achieve Our Desired Results?

Customer Experience

StrategicChoices

DesiredResults

Copyright Roger J. Best, 2012

Painting a Picture vs.Building a Marketing Plan

MBM6Chapter 14

Situation Analysis

Your representation of the current situation.

Painting Strategy Desired Outcome

Your strategy for taking the current situation to

a desired outcome.

What you hope to achieve with your painting strategy.

What Are the Similarities In Painting this Picture and Building a Marketing Plan?

Copyright Roger J. Best, 2012

14-10

The Process of Building a Marketing Plan

Step 1: Situation Analysis

Step 2: SWOT

Analysis

Step 3: Strategic Market

Plan

Step 4: Marketing

Mix Strategy

Step 5: Marketing

Budget

Step 6: Profit Plan

Step 7: Perform Review

Adjust Marketing

Plan as Necessary

Stericycle – Sample Marketing Plan

Copyright Roger J. Best, 2011

MBM6Chapter 14

Mar

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Pla

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ine

Copyright Roger J. Best, 2012

Step 1: Situation Analysis

This section presents the elements of a current situation.

MBM6Chapter 14Building a Marketing Plan

Copyright Roger J. Best, 2012

Current Situation: Major Considerations MBM6Chapter 14

How is the Current Situation different for the Apple Mac vs. the

Apple iPad?

Copyright Roger J. Best, 2012

Where Are We Now?MBM6

Chapter 14 S

itu

atio

n A

nal

ysis

– W

her

e A

re W

e?

Copyright Roger J. Best, 2012

Situation Analysis: Recent PerformanceMBM6

Chapter 14

Wh

ere

Hav

e W

e B

een

?

Copyright Roger J. Best, 2012

MBM6Chapter 14Situation Analysis: Market Demand

Wh

ere

Is t

he

Mar

ket

Go

ing

?

Copyright Roger J. Best, 2012

MBM6Chapter 14Situation Analysis: Global Sales Mix

Wh

at A

re T

he

Mar

kets

We

Ser

ve?

Copyright Roger J. Best, 2012

MBM6Chapter 14Situation Analysis: Customer Lifetime Value

Ho

w P

rofi

tab

le A

re C

ust

om

ers?

Copyright Roger J. Best, 2012

MBM6Chapter 14Situation Analysis: Industry Analysis

Are

We

In A

n A

ttra

ctiv

e In

du

stry

?

Copyright Roger J. Best, 2012

MBM6Chapter 14

Situation Analysis: Share Performance Metrics

Wh

ere

Is O

ur

Sh

are

Lea

kag

e?

Copyright Roger J. Best, 2012

MBM6Chapter 14Situation Analysis: Competitive Position

Are

We

Str

on

g C

om

pet

itiv

ely?

Copyright Roger J. Best, 2012

MBM6Chapter 14Situation Analysis: SWOT Analysis

Wh

ere

Sh

ou

ld W

e F

ocu

s?

Copyright Roger J. Best, 2012

Step 2: Marketing Strategy

This section presents the Marketing Strategy portion of a

Marketing Plan.

MBM6Chapter 14Building a Marketing Plan

Copyright Roger J. Best, 2012

Marketing Strategy: Major ConsiderationsMBM6

Chapter 14

How is the Marketing Strategy different for the Apple Mac vs. the

Apple iPad?

Copyright Roger J. Best, 2012

How Do We Achieve Our Goals?MBM6

Chapter 14W

hat

Is O

ur

Str

ateg

ic P

ath

?

Copyright Roger J. Best, 2012

Portfolio AnalysisMBM6

Chapter 14W

hat

Is O

ur

Po

rtfo

lio P

osi

tio

n?

Copyright Roger J. Best, 2012

Prioritizing Key IssuesMBM6

Chapter 14W

hat

Are

Ou

r S

trat

egic

Pri

ori

ties

?

Copyright Roger J. Best, 2012

Market Share StrategyMBM6

Chapter 14M

arke

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e P

erfo

rman

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es

Copyright Roger J. Best, 2012

Positioning StrategyMBM6

Chapter 14W

hat

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ur

Val

ue

Pro

po

siti

on

?

Copyright Roger J. Best, 2012

Channel StrategyMBM6

Chapter 14W

hat

Is O

ur

Ch

ann

el S

trat

egy?

Copyright Roger J. Best, 2012

Communications StrategyMBM6

Chapter 14W

hat

Is O

ur

Co

mm

un

icat

ion

s S

trat

egy?

Copyright Roger J. Best, 2012

Step 3: Performance Plan

This section presents the Planned Performance portion of a

Marketing Plan.

MBM6Chapter 14Building a Marketing Plan

Copyright Roger J. Best, 2012

Performance Plan: Major ConsiderationsMBM6

Chapter 14

How is the Marketing Strategy different for the Apple Mac vs. the

Apple iPad?

Copyright Roger J. Best, 2012

Performance PlanMBM6

Chapter 14W

hat

Is O

ur

Per

form

ance

Pla

n?

Copyright Roger J. Best, 2012

Revenue PlanW

her

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even

ues

in 3

Yea

rs?

Marketing Performance

Tool 14.2

Copyright Roger J. Best, 2012

Marketing & Sales BudgetW

hat

Is O

ur

Inv

estm

ent

in M

ktg

. & S

ale

s?MBM6

Chapter 14

Copyright Roger J. Best, 2012

Marketing Profit PlanH

ow

Are

Pro

fits

Exp

ecte

d t

o G

row

?Marketing

PerformanceTool 14.1

Copyright Roger J. Best, 2012

Breakeven AnalysisMBM6

Chapter 14H

ow

Mu

ch R

isk

Is in

Th

is In

vest

men

t?

Copyright Roger J. Best, 2012

Income Statement & Share PriceMBM6

Chapter 14

Wh

at Is

Ou

r E

xp

ecte

d In

co

me

in 3

Ye

ars?

Copyright Roger J. Best, 2012