Submitted by: Submitted by rim023
Views: 361
Words: 1263
Pages: 6
Category: Business and Industry
Date Submitted: 01/30/2012 11:42 AM
Session 2
I – B2B MARKETING PLANNING PROCESS II - PRODUCTS & VALUE CREATION
PART I BUILDING THE MARKETING PLAN
« Plans are nothing; planning is everything »
Dwight D. Eisenhower
There are 3 kinds of companies…
First, those who make things happen Second, those who watch things happen Third, the rest who wonder what happened
The first group detected what strategic marketing means…
http://lessons.lerntipp.at/wp-content/uploads/2008/12/marketing-strategy.pdf
Building the B to B marketing plan
B to B Marketing Planning Process :
1. 2. 3.
Where are we now?
(Strategic Situation Analysis) (Strategic Choice) (Marketing Plan)
Where do we want go?
How are we going to get there?
B to B Market Segmentation
Where are we now?
V.Ferrouillat – Business to Business - IPAG 2011
1 – Where are we now?
Strategic Situation Analysis Collection & classification of information from the environment
External environment: macro-environment (PEST) micro environment (SPICC) Internal environment : The eight Ps and The eight Ss
2.
1.
Analysis of the information collected
SWOT analysis Force Field Analysis
V.Ferrouillat – Business to Business - IPAG 2011
1 – Where are we now?
1 - Strategic Situation Analysis: external
Wider or macro-environment
Factors to be considered under PEST
Political/legal Economic/demographic Social/cultural Technical/physical
Immediate or micro environment
Factors to be considered under SPICC
Suppliers – Publics – Intermediaries Competition – Customers and markets
V.Ferrouillat – Business to Business - IPAG 2011
1 – Where are we now?
1 - Strategic Situation Analysis: internal
1 - Classification of information from the internal environment
The eight Ps
Products/services Place or distribution Price Promotion People Profit Physical evidence Processes
The eight Ss
Structures SKills Strategies Systems Staffing Shared values Style Sustainable comp. advantage
V.Ferrouillat –...