Marketing strategico 2012

Innovation Intelligence®

Marketing strategy

Paola Ghione

May 12, 2012

Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.Copyright © 2012 Altair Engineering, Inc. Proprietary and Confidential. All rights reserved.

Strategy process

Strategic Orientation

Macro environment (PESTLE analysis):•Political• Economic•Social/Culture•Technological•Legislation•Environmental

Microenvironment:•Industry analysis•Competitor analysis•Demand analysis

Internal analysis:•Structure •Resources•Process•Culture

SWOT analysis Strategic Action Plan•Corporate•Business Units:

• …..• …..• …..

Evaluation•Resources•Profit and loss•Risks

Achievement

Where are we at present?

Where should we be?

How do we achieve it?


Strategic Plan

• Mission

• Strategic Objectives

• Strategic Audit

• Portfolio analysis

• SWOT analysis

• Objectives and strategies


Mission and strategic objectives

• Mission is the statement of the organization purpose – what it wants to

accomplish in the large environment

• It must ask:• What business are we in

• What do consumers value?

• What are we in business for?

• What sort of business are we?

• What makes us specials?

• The mission states the philosophy and direction of a company, whereas

the strategic objectives are measurable goals.


Strategic Audit

• It has two parts:

• The external audit or marketing environment audit

• The internal audit examines all aspects of the company


SWOT Analysis

• The SWOT Analysis draws the critical strengths, weaknesses,

opportunities and threats.

• Through the opportunities and threats analysis manager anticipates

important developments that can have an impact on the firm.

• The strengths and weaknesses in Swot analysis do not list all features

of a company, only those relating to critical success factors.


SWOT Analysis

Strengths

Weaknesses

Opportunities Threats

Understand the business

Evaluate our competitive positionin the business

Invest/maintain to be leader

Defense/maintain/exploit

Invest to strengthenDisinvest orstrengthen

urgently


SWOT case in a B2B service enterprise

Strategic segment:Transport firm

Opportunities :•Increasingly competitive market with strong connections between the companies and inbound and outbound value chain•Priority issue of road safety in the policy and in the society•Still traditional legal industry that is not yet customer satisfaction oriented

Threats:•Legal market fragmentation•New legislation that would open the legal sector to marketing

Strengths:•Already developed organization•Strong relations with stakeholders•Strategic and operative planning •Alliances •financial and economic reliability

Keep leader vision, by emphasizing:•back e al front office activitiesand by renovating:•physical environment

•To make more frequent marketing planning in order to differentiate the company from the rest of legal service industry •Invest in new alliances•Plan our community

Weaknesses:•Limited presence on internet•Little communication

•Invest in direct or online communication •Make the target informed on the news within facilities and transport legislation

Invest in branding strategies through:•Home Marketing•Relationship Marketing•Integrated Marketing Communication•Societal Marketing


Portfolio Analysis

• Portfolio analysis helps managers evaluate the businesses making up

the company.

• It calls for management to assess the attractiveness of its various SBU’s

and decide how much support each deserves.


Marketing Plan

• Within an organization’s strategic plan are marketing plan for each

business, product or brand.

• Its contents are as it follows:• Executive summery

• Current marketing situation

• SWOT analysis

• Objectives and issues

• Marketing strategy

• Action programs

• Budgets

• Control

Marketing strategico 2012

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