with Mrs. Franz

Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall

Marketing with Mrs. Franz Digging deeper into steps two and three of the marketing

process—designing customer-driven marketing strategies and constructing marketing programs.

SWOT


Quotes of the Day “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” “Plans are only good intentions unless they immediately degenerate into hard work.” “The purpose of business is to create and keep a customer.” ~Peter F. Drucker

Read aloud and explain the significance of this. See article for reference: http://www.gregoryhwatson.eu/images/5-QP_Watson_-_May2002_-_Drucker_-_Delivering_Value_to_Customers.pdf

http://en.wikipedia.org/wiki/Peter_Drucker

http://www.gregoryhwatson.eu/images/5-QP_Watson_-_May2002_-_Drucker_-_Delivering_Value_to_Customers.pdf










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• The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities

Strategic planning

It sets the stage for the rest of the planning in the firm


Figure 2.1 - Steps in Strategic Planning

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Lets discuss McDonald’s new

strategy…

Read McDonald’s article.

The Shiny Golden Arches lost some of

their luster. Why?

1. What has caused McDonald’s

lasting popularity?

2. What has been the company’s

primary strategy?

3. New Strategy-What is McDonald’s

doing to ensure its future growth

and success?

What did they name this strategy?


McDonald’s: A Customer-Focused “Plan to Win” Strategy

• Loss of identity • Rapid expansion causes McDonald’s to lose

product focus

• Faces criticism for nutritional quality and service standards

• The turnaround

• From “being the world’s best quick service restaurant” to “being our customers’ favorite place and way to eat”

• Increase in share price, sales, and profits

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Livingston High School - Mission Statement

Livingston High School will empower students to

be self-directed life-long learners who will develop

the competencies to create, contribute, and thrive

in a technologically literate and global society. Our

community will foster an atmosphere of mutual

respect and trust, and an appreciation for diversity

and cultural richness.


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• A statement of the organization’s purpose—what it wants to accomplish in the larger environment

Mission statement


Mission Statement Examples

Girl Scouts of America, “where girls grow strong”

McDonald’s: “Being the world’s best quick-service restaurant”

“The Coca-Cola Company exists to benefit and refresh everyone who is

touched by our business.”

Nike: “Our mission is to bring inspiration and innovation to every athlete

in the world. If you have a body, you are an athlete.”

New Jersey State Board of Education:

“The New Jersey State Board of Education, in collaboration with the

Department of Education, establishes policy and provides leadership in

the development of exceptional learning opportunities for New Jersey’s

public school students for the purpose of enabling them to obtain a

superior education.”

http://www.aboutmcdonalds.com/mcd/our_company/mcd_faq/student_research.html

http://www.aboutmcdonalds.com/mcd/our_company/mcd_faq/student_research.html


Mission Statements

Market Oriented

Defined in terms of satisfying basic customer needs.

It should focus on customers and the customer experience the company seeks to create.

“eBay’s mission is to connect individual buyers and sellers online. “

Product Oriented

Defined in product or technology terms.

“We make and sell furniture”

“We are a chemical-processing firm”



Mission Statement

• A mission statement should be realistic.

• A mission statement should emphasize the company's strengths in the marketplace.

• A mission statement should be specific.

• A mission statement should motivate employees.


The Mission Statement

• Questions the mission statement should answer

• What is our business?

• Who is our customer?

• What do consumers value?

• What should our business be?

• Mission statements should be market- oriented, not product-oriented

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Jerry Maguire-Mission Statement

Ponder the following quote as we watch a clip from Jerry Maguire:

“The Things We Think and Do Not Say.”

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Jerry Maguire-Mission Statement

Think-Pair-Share Activity 1. Jerry McGuire has a moral epiphany that drives him to write a mission statement

about the sports agency company he works. The mission statement declares that the business has now been contorted into a money driven machine rather than being client- driven (what used to be important to the company in the beginning). McGuire suggests that the company go back to its roots and have fewer clients and less money, putting the focus on more personal attention for the clients.

Is this a product-oriented statement or market-oriented Statement? Why?

2. You are a sports agent like Jerry Maguire and need to write a mission statement for

our Livingston High School Wellness Center using the questions a missions statement should answer. (See your notes)

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Livingston High School - Mission Statement

Livingston High School will empower students to

be self-directed life-long learners who will develop

the competencies to create, contribute, and thrive

in a technologically literate and global society. Our

community will foster an atmosphere of mutual

respect and trust, and an appreciation for diversity

and cultural richness.


Do Now Answer the questions below In your notes:

1. Which of the following is NOT a market-oriented business

definition? Why?

A) "to make the Internet buying experience fast, easy, and enjoyable"

B) "to sell cosmetics that make you look youthful."

C) "to deliver low prices every day"

D) "to be the guardian of our customers' financial dreams"

E) "to bring aspiration and innovation to every athlete in the world"

2. Rewrite the following Product-oriented mission statement to be a

Market-Oriented Mission Statement.

"to sell tools and home repair and improvement items"


Setting Company Objectives and Goals

• The mission should be translated into supporting objectives for each level of management

• Marketing strategies and programs must be developed to support these objectives

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Heinz ties its diverse product portfolio together under the mission: “As the trusted leader in nutrition and wellness, Heinz—the original Pure Food Company—is dedicated to the sustainable health of people, the planet, and our company”


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• The collection of businesses and products that make up the company

Business portfolio

The company must analyze its current business portfolio or

strategic business units and decide which should receive

more, less, or no investment

The best business portfolio is the one that best fits the company’s

strengths and weaknesses to opportunities in the environment.


Marketing at Work

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• ESPN’s business portfolio includes

• Television

• Radio

• Digital media

• Publishing

• Event management


Business Portfolio

A business portfolio is the collection of

businesses or products that make up the

company.

Take a look at Ford (www.ford.com).

http://www.ford.com/


SWOT Analysis Overall evaluation of the companies…..

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SWOT Give some strengths, weaknesses,

opportunities and threats for the following

businesses: a. Pizza Hut

b. A local donut chain

c. A large mall in the center of your town

a. b. c.

S-

W-

O-

T-

Strengths

• Innovation

• Value/price

• Competitive advantage

Weaknesses

• Financials

• Experience

• Supply chain

Class 10: SWOT Analysis

Opportunities

• Lifestyle trends

• Niche market

• Technology innovation

Threats

• New technologies

• Competitors

• Market demand

APPLE SWOT Analysis

Class 10: SWOT Analysis

Case Study Marketing Technology: It’s All In The Clouds

What is Cloud Computing?

Conduct a SWOT analysis of Apple, identifying the factors likely to influence

whether the iCloud service will succeed.

http://www.slideshare.net/edbiy/swot-analysis-for-apple

http://www.youtube.com/watch?v=QJncFirhjPg

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with Mrs. Franz