Strategic Marketing Planning Tools & Skills

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Case. Centric. Strategic Marketing Planning Tools & Skills. / / 016-9299-0760 701-8722/ ceo@aprilcg.com. Phase 0. Phase 1. Phase 2. Phase 3. Phase 4. Introduction. Marketing Audit. Finding Issue. Strategic Planning. Presentation & Discussion. - PowerPoint PPT Presentation

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  • Strategic Marketing PlanningTools & Skills/ / 016-9299-0760 701-8722/ ceo@aprilcg.comCase Centric

  • Strategic Marketing Planning FrameworkMission/Vision/ObjectiveIntroductionFindingIssueStrategicPlanningPresentation& DiscussionPhase 0Phase 2Phase 3Phase 4MarketingAuditPhase 1

  • Mission/Vision Macro Market Competition / Sales/Margin/MS , Process Marketing Mix Marketing Audit PLC/MS/Trends// / Marketing ///Marketing SWOT PortfolioFramework

  • Mission/Vision/Objective

  • W/S

  • W/S

  • : AHPCSn 100%

  • VISION Concept 00

  • MacroCustomerCompetitionCompanyIntroductionFindingIssueStrategicPlanningPresentation& DiscussionPhase 0Phase 2Phase 3Phase 4MarketingAuditPhase 1

  • SWOT

  • Page 16SWOT

  • [ : ]IMF[ : , ]Market Life Cycle

    Chart6

    7054804

    7563222

    1600082427

    2000067745

    3200084109

    5860679600

    6234682268

    6293778610

    4743871480

    4971972750

    5125572710

    5006569300

    Sheet1

    1859441.6

    23545.3

    19564.4

    38408.6

    19554.4

    38668.6

    531211.9

    468310.5

    15373.4

    6191.4

    44716100.0

    41.6

    25.8

    13

    13

    1.4

    5.2

    Sheet1

    Sheet2

    Sheet3

    (4)5,232

    (2)2,050

    Sheet3

    5232

    2050

    707580859095969798990001

    16,00020,00032,00058,60662,34662,93747,43849,71951,25550,065

    54,80463,22282,42767,74584,10979,60082,26878,61071,48072,75072,71069,300

  • Market Life Cycle020040060080010001200707580859095GNP $2,242GNP $5,883GNP $10,037 [,]03

  • Portfolio Analysis

  • CS PortfolioService

  • /KCSICSI /

  • Customer MixNon-User( N = 600)Switching Map00 00 Customer Mix - Page 9

  • Needs

  • - Mix Page 23

  • 200019901995 --? TrendsPage 4

  • Awareness( ) - 70% - 40%, 20%, 10% Loyalty( ) - 30% - 9%, 12%, 9%K- BPI =0.4X1 + 0.2X2 + 0.1X3 + 0.3X4X1 = X2 = X3 = X4 = , , 3:4:3 (Z-Score) Page 6

  • Driving NEEDS Strategic WindowPage 8

  • 1009988 - CoveragePage 27

  • Issue Issue IntroductionFindingIssueStrategicPlanningPresentation& DiscussionPhase 0Phase 2Phase 3Phase 4MarketingAuditPhase 1

  • Issue Analysis

  • : AHPCSn 100%

  • IntroductionFindingIssueStrategicPlanningPresentation& DiscussionPhase 0Phase 2Phase 3Phase 4MarketingAuditPhase 1

  • Q. -

    -