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    Week 2

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    Quirky
    Here is a potential SWOT analysis for Roh Afzah and Sooper Biscuit based on the information provided: Strengths: - Established brands with strong brand recognition and loyalty - Wide distribution networks Weaknesses: - Products have relatively high sugar content which could deter some health-conscious consumers Opportunities: - Expand into new product categories to attract new customers - Increase exports to tap into international markets Threats: - Rising health consciousness could reduce demand for high sugar snacks - Increased competition from new entrants and substitute products

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    Week 2

    Uploaded by

    Quirky
    53 views14 pages
    Here is a potential SWOT analysis for Roh Afzah and Sooper Biscuit based on the information provided: Strengths: - Established brands with strong brand recognition and loyalty - Wide distribution networks Weaknesses: - Products have relatively high sugar content which could deter some health-conscious consumers Opportunities: - Expand into new product categories to attract new customers - Increase exports to tap into international markets Threats: - Rising health consciousness could reduce demand for high sugar snacks - Increased competition from new entrants and substitute products

    Original Description:

    Fundamentals of Marketing

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    Here is a potential SWOT analysis for Roh Afzah and Sooper Biscuit based on the information provided: Strengths: - Established brands with strong brand recognition and loyalty - Wide distribution networks Weaknesses: - Products have relatively high sugar content which could deter some health-conscious consumers Opportunities: - Expand into new product categories to attract new customers - Increase exports to tap into international markets Threats: - Rising health consciousness could reduce demand for high sugar snacks - Increased competition from new entrants and substitute products

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    53 views14 pages

    Week 2

    Uploaded by

    Quirky
    Here is a potential SWOT analysis for Roh Afzah and Sooper Biscuit based on the information provided: Strengths: - Established brands with strong brand recognition and loyalty - Wide distribution networks Weaknesses: - Products have relatively high sugar content which could deter some health-conscious consumers Opportunities: - Expand into new product categories to attract new customers - Increase exports to tap into international markets Threats: - Rising health consciousness could reduce demand for high sugar snacks - Increased competition from new entrants and substitute products

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    © All Rights Reserved
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    You are on page 1of 14

    MKT 201 – Fundamentals of Marketing

    Dr. Laiba Ali


    laiba.ali@nbs.nust.edu.pk
    Room # 304
    Fridays: 12:00 AM – 1:00 PM and/or By Appointment
    Marketing Plan: Group Project (20%)
     For your term project for this course, you are to create a marketing plan for a new product or a service
    of your choice. As a marketing manager for the company (a hypothetical one), you have been charged
    with the responsibility for developing the strategic marketing plan for the next year. Please note that
    existing brand names cannot be used; and existing businesses cannot be extended or diversified.

     A detailed guideline of marketing plan can be found in the course outline. The marketing plan
    includes two parts.

     Every member of the group (5 members) will receive equal marks based on their final presentation
    and quality of the written report.

     Keep in mind the due dates for your report submission.


    Today’s agenda
    o Understand the process of marketing planning
     Discuss the concept of business mission
     Marketing audit and SWOT analysis
    Marketing Planning
     Product/service → Customer needs ← Available resources

     Where are we now? Business mission, marketing audit, SWOT analysis


     Where would we like to be? Marketing objectives
     How do we get there? Core strategy, marketing mix, decisions, implementation
     Are we on course? Control
    Marketing Plan
    Business Mission

     Every company exists to achieve something.

     How to develop one;

     What is our business?  The inclusion of market and needs ensures that the business
     Who is our customer? definition is market focused rather than product based
     What do our customers value?  Apple is not to manufacture computers but to bring the best
     What should our business be? user experience to customers through innovative
    hardware, software and services.
    Defining the Business Mission
     Product orientation vs. Customer orientation
     We run theme parks.
     We create fantasies – that enable the family to have a great time together
    and produce memories that will last a lifetime.

     Too narrow vs. Too broad  Be realistic


     Focus on distinctive competencies
     Be motivating
    Group Work
     Each group should pick up two companies and find their mission
    statement. Critique the mission statement against the guidelines
    discussed.
    Marketing Audit
     A systematic examination of a business marketing environment, objectives, strategies and activities
    with a view to identifying key strategic issues, problem areas and opportunities.

     Basis for developing a plan of action to improve marketing

     How did we get here?


     Where are we heading?

     Results are a key determinant of the future direction of the business and may give rise to a redefined
    business mission statement.
    Internal Marketing Audit
     Focuses on those areas that are under the control of marketing management.
    External Marketing Audit
     The external audit is concerned with those forces over which management has no control.

     The macroenvironment consists of broad environmental issues that may affect business
    performance.

     The microenvironment consists of the actors in the firm’s immediate environment that affect its
    capabilities to operate effectively in its chosen markets.
    SWOT Analysis
     To evaluate the strategic position of a business.

     A tool helps to improve or develop a part of its business.

     How to turn weaknesses into strengths?


     How to turn threats into opportunities?

     For example, a perceived weakness in customer care might suggest the need for staff training to
    create a new strength.

     A threat posed by a new entrant might call for a strategic alliance to combine the strengths of both
    parties to exploit a new opportunity.
    Discussion Question

     Think about Roh Afzah and Sooper Biscuit. Based on your


    understanding of its specific target market (e.g. who are the customers?
    What do they want? etc.), what would be the SWOT Analysis?

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