marketing report格式范文

引言
 

这份报告的目的是运用批判性的目光来分析战略营销管理的重要性。它是由三部分组成的，包括战略规划工具的选择和分析以及详细分析市场现价。
 

营销策划手段意味着要在一个特定的时间内来实现组织内部一个有逻辑行的安排。
 

在文献中没有特定的模型来满足所有的类型的情况,但是有一个通用的模型可以适用于一般的类型，可以为接下来的步骤做下铺垫。
 

情景分析:第一步，分析除本公司外其他的公司的情况，以及国际环境。公司通常使用害虫模型方法来分析一个国家或环境。政治、经济、社会和技术方面。害虫分析的发现虽然是最后在规划过程中,但肯定有帮助。
 

SWOT分析:第二步运用SWOT分析法分析公司的优势,弱点,机会和威胁。在这个模型里所得出的主要优点和缺点都被认为是外部机会和威胁的标识。
 

营销目标:营销目标意味着公司要实现的东西。通常营销目标应该是以智能来衡量的，这就意味着它必须是具体的,可实行的的和及时的。
 

Assumptions Are Outside Companys Factors Which Impact Marketing Essay
 

Introduction:
 

The purpose of this report is to critically analyse the importance of strategy in marketing management. It is consisted of three parts in which strategy planning its tools options and the analysis of current mark is discussed in details.

 

P1: Marketing planning means to implement a logical sequence of steps to achieve the organizational goals and objectives for a given period of time.

 

In literature there is no specific model which could be followed for all kind of situations, however there is a general consensus on the following steps which is more desirable to be followed in formulating planning:

 

Situational analysis: in the first step of planning the outer as well as international environment of the company is analysed. For the analysis of out environment usually company use PEST model which means to analyse political, economic, social and technological aspects of a country or environment. The finding of PEST analysis is final in planning process but definitely helpful.

 

: SWOT analysis: the second step in planning process is swot analysis which stands for strengths, weaknesses, opportunities and threats. In this model the main strengths and weaknesses are considers while outer opportunities and threats are identified.

 

: Marketing objectives: marketing objectives means the things to be achieved for the company. Usually marketing objectives should be gauged in terms of SMART which means it must be specifi, measurable, realistic and timely. To be effective marketing objectives it should always to be in the framework of SMART.

 

Forecast market potential: forecasting marketing potential is crucial step in planning process. It is critical because all strategy is made after predicting market opportunity or potential. it is used as base for medium and long term planning.

 

: Generate marketing strategies: strategies are formulated to achieve company aim and objectives. Strategies are series of actions which needs to be followed to achieve company’s objectives.

 

: Assumptions & contingency plans: assumptions are outside company’s factors which impact it and are unctrolabale. Assumptions should be minimum and should not be assumed if it’s not necessary. There should always be a contingency plans for every assumption in case it proves to be wrongly predicted.conteincy plans are usually shorter just short statement to be implemented in case of any assumption happened.

 

Budget Resources & staffing: it is the balancing part of company expenses and revenues. Firm have to fulfil different marketing demand on limited resources so in this part all marketing activities are planned keeping in view best combination of its resources and expenditures. in case of nay increase in marketing activities it will have definite impacts on the limited resources of a firm. Financial constraints could seriously affect its overall marketing objectives.

 

Time scales: in this step all act ivies are planned and presented in Gantt chart form which shows the follow through of the activities taken place over a period of time.

 

Implementation & control: after all activities are formulated in a given time scale now it’s a step to implement all actions and planes. For this purpose the concerned people are given the responsibility to ensure the implementation and success of the plane to achieve company’ objectives.

 

P2: Business strategy must take into account both external and internal environment of the organization. For this purpose some of the well-known tools use is PEST analysis, SWOT analysis, and porter’s five factors

 

 Pest analysis: pest is used to analyse the external environment of a firm for formulating strategy. Pest stands for political, economic, social and t for technological factors analysis.

 

Political analysis means whether the government in a country is stable or not, it also consider the constraints imposed by the govt on businesses and the facilities given by them. Political changes and policies really affect the overall business strategy of a firm.

 

Economic analysis considers the economic policies of a government for example the tax policies interest rates the terms and conditions for loans and credits. Besides it also consider the economic indicators like inflation GDP per capita income and the condition of industry.

 

Social analysis of an environment tries to find out how the society is divers, the level of education of general population, the pattern of family life and the role and status of women in society all these factors influence firm’s strategy.

 

In technological environment analysis the level of technology used in a country is analysed the level of computer usage and technological education the population has and willing to use (Mullins,2004)

 

All these factors greatly help the form in formulating its marketing strategy.

 

 SWOT analysis: swot analysis is a commonly used planning tool which assesses the firm’s profile in terms of its strengths, weaknesses, opportunities and threats. Strengths and weaknesses are concerned with firm’s internal environment while opportunities and threats concerned with other environment.

 

Some of key issues which are addressed in SWOT analysis are:

 

Strengths and weaknesses:

 

Does firm have a structure which helps it to achieve its objectives.

 

Does it have clear marketing objectives and strategy?

 

Does the organization use IT effectively in all aspects of its activities?

 

Does the organization meet its financial objectives?

 

To what extent does the firm have clear hrm objectives and strategies like employee motivation, provision of turnover etc?

 

Opportunities and threats:

 

Analysis of main factors in external environment like political, legal, economic and social.

 

The strength of competitors

What are the products and services of firm and competitors are in the pipeline.

 

The level of consumer demand and can it be expected to remain stable

 

The threats of new entrants in the same industry.

 

The swot analysis can be carried out in planning teams or groups of executives and their impression are quiet different. It has been found that higher level managers tend to take a broader view seeing organizational factors as strengths while lower ones single out marketing and financial factors( Mintzberg,H,2000).

 

 Porter’s five forces Model: Michael porter devised a model to explain the forces which determine a firm’s strategy in an industry environment. According to him the five forces are threats of potential entrants, buyers bargaining power, threat of substitute products, suppliers bargaining power and competitor in the said sector of business.

 

Potential entrants: new entrants in an industry offer greater capacity and greater competition for market share which pose threats to existing competitors. The extent of threats is high if the barriers to entry are high and vice versa.

 

Level of competition: competitors in market are inter dependent.prices, advertising promotions and consumer warranties are monitored by competing firms, who then respond. The intensity of rivalry depends on several factors like numerous or equally balanced competitors, rate of industry growth, level of fixed costs, high exit barrier etc.

 

Threats of substitute products: a substitute product is one which performs the same function as the firm’s product. Substitute products may be different but serve the same purpose like tea and coffee.#p#分页标题#e#

 

Bargaining power of buyers: buyers can be powerful in forcing down prices or demanding for higher qualities. They could be in a position to play off one firm against other. Strong buyer is a one who buys in large quantity they can switch to other firm if they don’t satisfy from price or quality of a firm thus plays heavily impacts firm’s strategy.

 

Bargaining power of suppliers: supplier could threaten to raise prices or reduce quality. A supplier is more powerful if the industry is dominated by few suppliers, or few alternatives are in the market. Thus they can affect the firm’s overall business strategy (Hall & Soskice (2001)

 

To sum up the above models can be used individually or in combination to sort out a successful marketing strategy by a firm to achieve its objective in more timely and effective ways.

 

P3 Marketing Strategy Options: Marketing strategies may vary depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies (Aaker, 2004). A brief description of the most common categorizing schemes is presented below:

 

Strategies based on market Dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:

 

Leader

 

Challenger

 

Follower

 

Niches

 

Leader: leader is the firms who initiate a product for the first time in a market. The introduction of new product or services gives them the following benefits:

 

Collect the profit very quickly in the market.

 

Growth of customer base.

 

The chances of winning the confidence of customers early in the market.

 

Increase the company reputation if the new product wins the customer’s confidence.

 

Increase the revenue of the firm.

 

Limitations: however leader has some limitation as well

 

Increase the risk of loss as new product may be costly

 

If new product fails it really impacts the profit of the company.

 

In highly competitive market there are chances of new entrant’s products.

 

Challenger: it is a strategy where in which a potential competitor can pose challenge to the product or services of other company’ products or services. it has the following benefits:

 

In such strategy a firm can adjust according to its competitor.

 

Chances of loss are controllable as it follows its competitors.

 

Firm can add or decreases any product attributes if customer is dissatisfied form other company’s products.

 

The coast of research & development is avoided.

 

Limitations: in such strategy however a firm can have following limitations:

 

The risk of failing as the niche is already created by the pioneer firm.

 

The risk of loss is higher if other firm enjoys great reputation among customers.

 

If the other firm is highly skilled than they could develop a more new product whereby they can again regain their customers instead of letting them switch to challenger firm.

 

Follower is a firm which follow its competitors in its strategy. For example if a firm develop a product or services the other follows it. Its benefits are:

 

Less costly as no need for research and development

 

Less risk of failing

 

Easy to adjust according to customer needs and wants.

 

Less capital intensive.

 

Limitations:

 

Due to lack of resources follower cant follow other firm in some cases.

 

Low customer base as the pioneer firm could have made its niche already

 

Firm reputation also matters being a pioneer and follower really impacts the minds of customers.

 

niche: it is a marketing strategy in which a firm serve only a particular segment of a society, for example 1 pound shop serve low income class of society etc.

 

it has following benefits:

 

It enjoys customer loyalty as being serving a particular class of people.

 

Less chances of failing as firms knows the tastes of its long lasting customers.

 

Consistent profit due to consistency in dealing one segment of customers.

 

Continuous profit as customers doesn’t want to switch to other products as far as they are satisfied with the existing products.

 

Limitations:

 

The customer base remains same or no considerable change in it can occur due to targeting one bunch of people.

 

In highly competitative environment customers looks for more options so there are chances of switching to other products as well.

 

Customer base is less as firm in this strategy serve particular class of customers.

 

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.

 

Product differentiation (broad)

 

Cost leadership (broad)

 

Product differentiation: in this strategy a firm tries to be unique in its products and known to be innovators as well. In such strategy usually firm requires lot of research and development to maintain its difference from the rest of the firm. its has following benefits:

 

It enjoys high reputation being a unique in its product or services class.

 

Pick up maximum profit form the market as a pioneer in its new products.

 

Increase customers base as new products not only attract new customer but maintain the old ones as well due to innovation.

 

Limitations:

 

Such strategy is highly costly as new product development requires more R&D.

 

In case of dissatisfaction of customers could bring huge losses to firm as well.

 

Due to presence of competitor in market the same product could be copied by to hers and sell more cheaply.

 

In this strategy a firm needs to be engaged in continuous product improvement to maintain its unique position in the market otherwise firm can be impacted greatly by its opponents.

 

Cost leadership: in this strategy a firm offer its products and services on cheaper rated in the market in comparison to its competitors for example Iceland food retailer strategy is cost leadership. It has the following benefits:

 

Such strategy has big economy of scale and scope by producing in bulk.

 

Less chances of loss as the cost of product produce is cheaper.

 

Target large bunch of customers as in every society the ratio of middle and poor class population is large.

 

No big sum of funds is required for R&D.

 

Such strategy is extremely useful in times of recession for example primark cloth retailer have maximum profit now days in times of recession.

 

Limitation: low margin of profit

 

Low standard of quality can affect the company reputation.

 

Product innovation is minimal as firm can’t afford its R&D regularly.

 

The threats of potential entrant are always larger than normal.

 

In highly developed countries such strategy could be harmful as people are health and quality conscious (Mcdonalds, 1996 & Kaplan, 2004)

 

P4: The business world is continuously changing and it is very important for any firm to be highly competitative and responsive to such changes. A firm can’t survive if it is inflexible and non responsive to the continuous changes in business world (Brown, 1998) some of the changes which greatly impact any organization in today’s world are:

 

Shift form supply to demand: some decades ago the orientation of a business would be supply oriented which means that whatever is produced it used to be sold out without too much headache. Now the scenario is changed it is demand side which matters. In highly competitive market customers have more choices than before and they look out for such products and services which satisfy their needs and wants more than others. Such shift has greatly pressurised existing firm to produce cost effective and more satisfying items.#p#分页标题#e#

 

Technological advancement: technological advancement has increased the delivery of service faster and easier than before. For example one can manage his bank account form home via using internet, transfer money within seconds an so on. Many household items are technological based which has pushed today’s organization to involve technology not only to produce fast but which could add to the ease of customers as well.

 

Level of competition: today’s market is more competitive than before. As more and more competitors getting in the pressure of producing cheaper and qualitative products has increased. Firms need to compete in satisfying their customers by producing on highly competitive rates which pressurised them beat their competitors.

 

Rising expectations: as the market is shifted from supply to demand orientation the customer’s expectation has also increased. Customers want products with added attribute and easy delivery for example online purchasing in which items are delivered to home without delivery charges.

 

Globalization: the trend of globalizations has further pushed the companies to pursue new markets for its products and revenue generation. More and more companies going global as the local market becomes more saturated. So any company want to carry on needs to explore new markets for its products and services it is very important for its survival.

 

Erosion of brands: the customer’s needs and wants are dynamic they never remain same so there is continuous pressure on firms to innovate or keep adding new attribute to its brands. Any firm who keep their brands in same position cant grow continuously, that’s why in today’s competitive market firms needs to switch to new brands or innovates its existing ones.

 

New constraints: there are more constraints on firms than before for example they need to follow health & safety laws, they need to follow governmental taxes and policies, they need to create a safe environment for their employees. Similarly for international business ventures they have to face constraints like quotas, particular product standards (wto, accessed 2010).

 

P5 It is extremely important that firm could be flexible enough to respond to dynamic changes in the business world any firm who remain stagnant will be perished or failed to achieve its goals (Metzger, H (2000) etc some of the remedies which could be used to face the challenges by the firms are:

 

Firms must do everything to ensure the satisfaction of customers. It is said that customer is king so whatever customer demands a firm must offer the same otherwise its product or service will be failed.

 

Organization must involve technology not only in its internal operations but produce such products and services which are technologically friendly. it will ensure the fat delivery of services and work efficiency of employees as well.

 

Firms must concentrate on economy of scale to minimize its cost for this purpose they could produce in bulk which will decrease per unit cost.

 

Firms must pursue international markets for its products as the local markets become more saturated than before. it will benefit the concerned firms twice for example it will earn them foreign exchange as well as will increase its market share also.

 

In times of recession firms should decrease its product sizes and increase promotional activities to attract customers. As the customer buying power is decreased due to recession so product size could influence favourable their buying attitude.

 

A firm can associate its promotional activities with social marketing it present the soft image of a firm in a society and people feel more inclination towards such organization than others.

 

Firms must shift its production units to cheaper countries like china and India where the unit cost of production is minimal (ito, accessed 2010).

 

P6 to implement a successful marketing strategy it is of utmost importance that concerned business functional departments are enough developed to successfully play role in it application and achieve marketing goals and objectives. Its not only the formulation of best strategy which works but its whole success depends upon how concerned organization implement it with the support of various departments. As the market dynamics continuously changing therefore it is extremely important for a firm keep abreast to new changes (Stein, E.H, 1992). A firm can successfully respond to changes if it continuously develops its functional area like HR, finance, sales and marketing and administration department. They are discussed one by one as under:

 

HR department: human capital is the ultimate source of service or product delivery in a firm. The success and failures of a firm strategy is heavily depended on its workforce. As the needs customers changes with the time that’s why it is extremely important that HR department of an organization identify the training and development needs of the workforce and devise new training and development programmes to successfully fulfil customer needs. Especially this is crucial in retail sectors where workforce really matters in service delivery.

 

Administration: administration is the key functional areas within any organization. At the same time as it is not actively involved in service delivery that’s why it is not given that much importance however it is also suggested by practical experience that improper administration loose the overall control of a firm. For better operation more machinery should be involved in it as to minimize the risk of the administrative procedures. In addition administrative staff must be given continuous training as to coup with new faults and disciplinary procedures (Peattie, 1993)

 

Sales & Marketing: marketing department is ears and eyes of any organizations via which a firm communicate to customers and other stake holders. They must be in continuous action to communicate customers and stakeholders. They need to identify effective tools of communication to their customers and solve all their queries in more friendly ways (Mullins, I 2004)

 

Secondly they need to have good relations with suppliers as well. They have to develop smooth relations with them to ensure a good supply of raw materials. Thirdly marketing department must enhance customer services skills as well. Good customer services skills always intact its customers.

 

Finance: finance department is crucial in calculating all profit and loss. It can identify the areas of business which are profitable and which are in loss. Finance department could be developed in identify cheap credits and loans for the business, curtail down unprofitable areas of business identify the activities which give maximum profit to the firm.

 

Conclusion: to sum up good marketing strategy ensures not only keep intact the customers but also helps in response to dynamic business environment. A firm without good strategy never be successful in long term nor achieve its aims and objectives.