Lesson 4 1
Lesson 4 1
Lesson 4 1
Market Opportunity
Analysis
BY: MS. CYNTHIA BALDARAJE
TOPICS
01. 02.
Strategic and The Marketing
Tactical Marketing Environment
03. 04.
Market
Segmentation, ACTIVITIES
Targeting and
Positioning
01.
STRATEGIC AND
TACTICAL
MARKETING
Topic 1: Strategic and Tactical Marketing
STRATEGY MARKETING
EVALUATION & STRATEGY
CONTROL DEVELOPMENT
seek to establish a
clear and concerted
“Strategic Marketing Process” direction for all
marketing activities
of an organization
Topic 1: Strategic and Tactical Marketing
Step 1: Mission Identification
The Company’s mission statement is articulated. A Note that Mission and
mission statement defines what an organization is, Vision Statement has been
why it exists, its reasons for being, its primary pointed out in previous
customers, the products and services it produces subject, Organization and
and its geographical area of operation. Management. The General
Mission or Vision of the
For example, Procter and Gamble’s mission
Organization is always
statement is “To provide branded products and taken into consideration in
services for superior quality and value that improve strategic marketing mission
the lives of the world’s consumers. As a result, identification.
consumers will reward us with industry leadership in
sales, profit, and value creation, allowing our people,
shareholders, and the communities in which we live
and work to prosper.”
Topic 1: Strategic and Tactical Marketing
Step 2: Situation Analysis
Assess and evaluates the market, customer, competitors,
and the company internal and external environment. The
objective is to identify the company’s strengths and
weaknesses, as well as the available opportunities
and possible threats.
Tactical
Marketing Process
❑ compliment the
strategic
marketing process.
❑ determine the
means or tactics
to implement the
strategies.
Topic 1: Strategic and Tactical Marketing
Action Plan/Tactics
Is the sequential series of marketing
activities. It includes timetable for
each activity, pinpointed
responsibilities and accountabilities
for each, and the corresponding
budgets. Often times, it is necessary
to utilize two or more action plans
to ensure
Topic 1: Strategic and Tactical Marketing
Marketing Activities - refers to the things an Examples are: email
organization undertakes to boost the sales of the marketing, surveys,
products or services and also to improve its brand. It advertising, events, etc.
allows the company to understand customers better
and generate more leads.
-
Activity Timetables - a schedule or list of timeline The Marketing Personnel
tactical activities that bring a particular marketing may also use Gantt Chart
for this scheduling system
strategy.
Topic 1: Strategic and Tactical Marketing
Responsibility/Accountability – the person or
employee responsible in the performance of certain Responsibility - obligation to
marketing task or activity and making sure that it is perform a task
Accountability – denotes
carried out. As we see the sample marketing answerability for the
schedule, the person in charge takes the completion of task.
responsibility/accountability in the performance of
the job.
See sample marketing
Activity Budgets - refers to budget allotment schedule table.
Marketing MacroEnvironment
1. Economic Macroenvironment
2. Politicolegal Macroenvironment
3. Sociocultural Macroenvironment
4. Demographic Macroenvironment
5. Technological Macroenvironment
6. Natural Macroenvironment
Topic 2: Marketing Environment
Sociocultural Macroenvironment
Demographic Macroenvironment
❑ Consist of changes in population characteristics. These
include population rate, gender, age, income composition
patterns, civil status and family size.
❑ Populations increase rates can be particularly beneficial for
mass marketing efforts.
❑ Positive shifts in gender and age composition patterns can
be utilized as opportunities for gender-and age specific
products like sanitary napkins and toys.
❑ The growing population with higher income present
opportunities for higher –prices products.
❑ Increase family size can predict a higher demand for
minivans and full sized vans, and lower demand for studio
condominium units.
Topic 2: Marketing Environment
Technological Macroenvironment
Natural Macroenvironment
MARKET SEGMENTATION
- is the process of dividing the Homogeneous –
market into homogeneous parts or uniform in nature
group. or essentially alike
or of the same kind
- is a marketing term that refers to
aggregating prospective buyers Segment – divide
into separate parts
into group or segments with or section
common needs and who respond
similarly to a marketing action.
Topic 3: Market Segmentation
1. Demographic Segmentation
2. Geographic Segmentation
3. Psychographic Segmentation
4. Behavioristic Segmentation
Topic 3: Market Segmentation
Rural - countryside
Geographic Segmentation - are used areas. Or areas far
away from large towns
for dividing customer markets or cities.
according to the physical features of a
certain area and other related Suburban – (suburb) a
smaller community
characteristics. Geographically segment adjacent to or
a market by area, such as cities, within short distance
from the city
countries, regions, local or international.
You can also break a market down into Urban - highly
rural, suburban, and urban areas. developed and
populated area in the
city or town.
Topic 3: Market Segmentation
Social Status - in most
Psychographic Segmentation - method cases, the social status of
used to group prospective, current or previous, people primarily decides the
products they use and their
customers by their shared personality traits, preferences.
beliefs, values, attitudes, lifestyles and social
class. Activities, interest, and
opinions (AIO) - based on
what activities are the
Personality – few defined personality traits are customers inclined to do,
creative, emotional, friendly, opinionated, topics they are enthusiastically
introvert, extrovert, etc. help organizations to interested with, or what are
filter their customers in a systematic manner. their opinions about specific
matters.