Olymp'Ia Flavors, B to B

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 –...