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Chapter 14 Objectives
The Process of Building a Marketing Plan
Step I: Situation Analysis
Step II: Marketing Strategy
Step III: Performance Plan
MBM6Chapter 14
Stericycle is the world’s largest medical waste recycler.
We will use Stericycle to illustrate the process of building a marketing plan.
* Go www.Stericycle.com to learn more about this company, and service products.
2011 Worldwide Market Demand $11 billion
Copyright Roger J. Best, 2012
Building a Marketing Plan
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MBM Sample Marketing Plan Number 6
MBM6Chapter 14
Each edition of MBM (Market-Based Management) a 3-year Stericycle Sample Marketing Plan was published. The Plan vs. Actual results are shown above.
Pe
rfo
rma
nc
e E
xce
ede
d P
lan
in M
os
t Y
ea
rs
Copyright Roger J. Best, 2012
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14-3
Building a Marketing Plan
• Creativity vs. Structure• Benefits of building a market plan• Process of building a marketing plan
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The Process of Building a Marketing Plan
This section outlines the benefits of a marketing plan.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
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Both (creativity and structure) Are Needed…Why?
MBM6Chapter 14
• Challenge current thinking and convention assumptions.
• Strive to go deeper into the total customer experience.
• Look outside your industry for new ideas and best practices.
CREATIVITY
• Comprehensive - Includes all important performance factors.
• Logical – Connects all the dots linking strategy to performance
• Performance Roadmap as to cost and expected performance.
STRUCTURE
Copyright Roger J. Best, 2012
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14-6
Benefits of Building a Plan
• Identifying opportunities• Leveraging core capabilities• Focused market strategy• Resource allocation• Performance roadmap
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A Marketing Plan Is a RoadmapMBM6
Chapter 14
Where Are We and Where Do We Want to Go? - We are at Point A and want to go to Point B. - There is not a clear path to Point B. - We have limited resources in getting to Point B.
How Do We Want to Get There? - We developed the route shown. - Take advantage of opportunities & lessens threats - It is achieveable with available resources.
What Is Suppose to Happen When We Get There?- Arrive on time with no major surprises or set-backs- Enjoy the expected benefits of Point B- Stayed within the planned budget.
Going From Point A to Point B行銷計畫好像旅遊 (行程 )計畫一樣
Copyright Roger J. Best, 2012
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Three Major Steps in Building a Marketing Plan
MBM6Chapter 14
STEP 1: SITUATION ANLAYSIS
Where Are We Now?
STEP 2: MARKETING STRATEGY
How Do We Get Where We Want To Go?
STEP 3: PERFORMANCE PLAN
Can We Achieve Our Desired Results?
Customer Experience
StrategicChoices
DesiredResults
Copyright Roger J. Best, 2012
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Painting a Picture vs.Building a Marketing Plan
MBM6Chapter 14
Situation Analysis
Your representation of the current situation.
Painting Strategy Desired Outcome
Your strategy for taking the current situation to
a desired outcome.
What you hope to achieve with your painting strategy.
What Are the Similarities In Painting this Picture and Building a Marketing Plan?
Copyright Roger J. Best, 2012
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14-10
The Process of Building a Marketing Plan
Step 1: Situation Analysis
Step 2: SWOT
Analysis
Step 3: Strategic Market
Plan
Step 4: Marketing
Mix Strategy
Step 5: Marketing
Budget
Step 6: Profit Plan
Step 7: Perform Review
Adjust Marketing
Plan as Necessary
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Stericycle – Sample Marketing Plan
Copyright Roger J. Best, 2011
MBM6Chapter 14
Mar
keti
ng
Pla
n O
utl
ine
Copyright Roger J. Best, 2012
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Step 1: Situation Analysis
This section presents the elements of a current situation.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
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Current Situation: Major Considerations MBM6Chapter 14
How is the Current Situation different for the Apple Mac vs. the
Apple iPad?
Copyright Roger J. Best, 2012
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Where Are We Now?MBM6
Chapter 14 S
itu
atio
n A
nal
ysis
– W
her
e A
re W
e?
Copyright Roger J. Best, 2012
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Situation Analysis: Recent PerformanceMBM6
Chapter 14
Wh
ere
Hav
e W
e B
een
?
Copyright Roger J. Best, 2012
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MBM6Chapter 14Situation Analysis: Market Demand
Wh
ere
Is t
he
Mar
ket
Go
ing
?
Copyright Roger J. Best, 2012
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MBM6Chapter 14Situation Analysis: Global Sales Mix
Wh
at A
re T
he
Mar
kets
We
Ser
ve?
Copyright Roger J. Best, 2012
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MBM6Chapter 14Situation Analysis: Customer Lifetime Value
Ho
w P
rofi
tab
le A
re C
ust
om
ers?
Copyright Roger J. Best, 2012
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MBM6Chapter 14Situation Analysis: Industry Analysis
Are
We
In A
n A
ttra
ctiv
e In
du
stry
?
Copyright Roger J. Best, 2012
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MBM6Chapter 14
Situation Analysis: Share Performance Metrics
Wh
ere
Is O
ur
Sh
are
Lea
kag
e?
Copyright Roger J. Best, 2012
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MBM6Chapter 14Situation Analysis: Competitive Position
Are
We
Str
on
g C
om
pet
itiv
ely?
Copyright Roger J. Best, 2012
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MBM6Chapter 14Situation Analysis: SWOT Analysis
Wh
ere
Sh
ou
ld W
e F
ocu
s?
Copyright Roger J. Best, 2012
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Step 2: Marketing Strategy
This section presents the Marketing Strategy portion of a
Marketing Plan.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
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Marketing Strategy: Major ConsiderationsMBM6
Chapter 14
How is the Marketing Strategy different for the Apple Mac vs. the
Apple iPad?
Copyright Roger J. Best, 2012
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How Do We Achieve Our Goals?MBM6
Chapter 14W
hat
Is O
ur
Str
ateg
ic P
ath
?
Copyright Roger J. Best, 2012
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Portfolio AnalysisMBM6
Chapter 14W
hat
Is O
ur
Po
rtfo
lio P
osi
tio
n?
Copyright Roger J. Best, 2012
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Prioritizing Key IssuesMBM6
Chapter 14W
hat
Are
Ou
r S
trat
egic
Pri
ori
ties
?
Copyright Roger J. Best, 2012
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Market Share StrategyMBM6
Chapter 14M
arke
t S
har
e P
erfo
rman
ce O
bje
ctiv
es
Copyright Roger J. Best, 2012
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Positioning StrategyMBM6
Chapter 14W
hat
Is O
ur
Val
ue
Pro
po
siti
on
?
Copyright Roger J. Best, 2012
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Channel StrategyMBM6
Chapter 14W
hat
Is O
ur
Ch
ann
el S
trat
egy?
Copyright Roger J. Best, 2012
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Communications StrategyMBM6
Chapter 14W
hat
Is O
ur
Co
mm
un
icat
ion
s S
trat
egy?
Copyright Roger J. Best, 2012
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Step 3: Performance Plan
This section presents the Planned Performance portion of a
Marketing Plan.
MBM6Chapter 14Building a Marketing Plan
Copyright Roger J. Best, 2012
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Performance Plan: Major ConsiderationsMBM6
Chapter 14
How is the Marketing Strategy different for the Apple Mac vs. the
Apple iPad?
Copyright Roger J. Best, 2012
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Performance PlanMBM6
Chapter 14W
hat
Is O
ur
Per
form
ance
Pla
n?
Copyright Roger J. Best, 2012
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Revenue PlanW
her
e A
re R
even
ues
in 3
Yea
rs?
Marketing Performance
Tool 14.2
Copyright Roger J. Best, 2012
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Marketing & Sales BudgetW
hat
Is O
ur
Inv
estm
ent
in M
ktg
. & S
ale
s?MBM6
Chapter 14
Copyright Roger J. Best, 2012
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Marketing Profit PlanH
ow
Are
Pro
fits
Exp
ecte
d t
o G
row
?Marketing
PerformanceTool 14.1
Copyright Roger J. Best, 2012
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Breakeven AnalysisMBM6
Chapter 14H
ow
Mu
ch R
isk
Is in
Th
is In
vest
men
t?
Copyright Roger J. Best, 2012
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Income Statement & Share PriceMBM6
Chapter 14
Wh
at Is
Ou
r E
xp
ecte
d In
co
me
in 3
Ye
ars?
Copyright Roger J. Best, 2012
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