第二章 企业营销策划与程序.doc

第二章 企业营销策划与程序第一节 企业营销策划一、企业营销策划的特点企业营销策划指根据企业的整体战略，通过对企业内部条件与外部环境的分析，精心构思、设计和组合营销因素而高效率地将产品或服务推向目标市场的操作程序（官建益，1997）。营销策划是企业的一种战略性策划。在现代市场经济中，营销的成功与否关系到企业的生死存亡。营销策划是企业的一种职能性策划。主要由企业的营销部门组织实施。营销策划既可以是关系到企业全局的营销战略策划，也可以是某一个营销项目的项目策划。营销策划上承整个企业的发展战略和竞争战略，下接具体实施部门的实施细节。它是企业整体战略与营销部门实施细节的一个链接。二、 营销策划者企业内部的营销策划者策划公司调研公司广告公司咨询公司营销专家第二节 企业营销策划的程序一、明确问题与目标企业营销策划的课题，一般有两个来源：一是来自于企业本身或企业其他部门；二是来自于其它企业。无论是哪种来源，营销策划人都必须先搞清楚策划要解决的问题和目标。为此，首先要了解委托方的策划动机。要明确策划主题，认真了解委托方的策划动机是十分必要的。同一项策划因侧重面不同，所达到的目标和效果是不一样的。例如，同样是促销策划，策划动机却可以一个是为提高利润，一个为了提高生产效率。策划的方案会由此截然不同。如果不了解委托方策划的动机，就很难对症下药，提出切实可行的策划方案，策划案也很难顺利推行。为了搞清楚委托方的策划动机，策划者必须多看、多听、多问、多查：与策划书有关的各方人士多接触、多了解他们的意见、期望与想法；多问他们，与他们多商量，更好地了解企业的现状及策划的动机；查阅过去的事例、经验、其他厂商的做法、报纸刊物、说明书、记录等相关材料。在委托方动机不明时，要帮助他们搞清楚他们想要什么。其次，明确重点。一般地，从了解动机的过程中会发掘出多个主题来，但我们不能将它们全部纳入到策划作业中。策划者应抓住企业迫切要解决的主要问题进行重点策划。当然，这需要策划人具有较强的判断力。策划人可以帮助企业根据自己的情况，选择策划主题（案例3.1）。第三，主题明确化。开始策划作业前，首先要做的事就是使明确策划主题，使策划主题与委托者的策划动机相吻合。最后，设定策划目标。所谓策划目标，就是策划要实现的期望值。例如，降低销售成本5，缩短流通时间方法10等。目标不明确，策划印象就会模糊，就不易产生策划构想。在设定策划目标时必须注意：第一，目标不要太高，要留有余地；第二，目标之间不应有矛盾，在存在矛盾时，要明确表述目标的优先顺序；第三，策划目标需要量化，便于测量。对于不易量化的目标，也要尽量想出较为客观的评价标准。二、调查与分析调查的内容调查的方法企业内部资源分析营销环境分析SWOT分析三、确定营销目标四、营销组合策划五、实施六、评估明确问题与目标调查与分析SWOT 分析营销环境分析企业内部资源分析进入下一次策划确定营销目标选择目标市场评估细分市场产品市场定位量化目标营销组合策划促销策划分销策划价格策划产品策划实施评估图1.3 企业营销策划的程序附录 营销策划的作业格式These worksheets are designed to assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to:1)organize and structure the data and information you collect during the environmental analysis,2) use this information to better understand the strengths and weaknesses of your organization, and to recognize the opportunities and threats that exist in the marketing environment,3)develop goals and objectives that capitalize on the strengths of your organization,4)develop marketing strategies that create competitive advantages, and5)outline a plan for implementing the marketing strategies.These are the same worksheets that you will find in Appendix A of your text. By downloading these worksheets in an electronic format, you will be able to change the outline or add additional information that is relevant to your situation. Remember that there is no one best way to organize a marketing plan. Our outline was designed to serve as a starting point and to be flexible enough to accommodate the unique characteristics of your situation.These worksheets match the marketing plan outline in Exhibit 2.1 of your text. They also match the exhibits in Chapter 3 on environmental analysis. If you need additional help in putting together your marketing plan, refer to Appendix B where you will find a sample marketing plan. The headings in the sample plan also match the headings in these worksheets.As you complete the worksheets, it might be useful to refer back to Chapters 3 through 10. In completing the environmental analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about your organizations characteristics. Do not depend on strengths that your organization really does not possess. Being honest also goes for your listing of weaknesses.I.Executive SummaryThe executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan.II.Environmental AnalysisA.The External EnvironmentCompetitive forcesWho are our major competitors? What are their characteristics (size, growth, profitability, strategies, target markets)?Brand competitors:Product competitors:Generic competitors:Key total budget competitors:What are our competitors key strengths and weaknesses?What are our competitors key marketing capabilities in terms of products, distribution, promotion, and pricing?What response can we expect from our competitors if environmental conditions change or if we change our marketing strategy?Is this competitive set likely to change in the future? If so, how? Who are our new competitors likely to be?Economic growth and stabilityWhat are the general economic conditions of the country, region, state, and local area in which our firm operates?Overall, are our customers optimistic or pessimistic about the economy?What is the buying power of customers in our target market(s)?What are the current spending patterns of customers in our target market(s)? Are they buying less or more of our product and why?Political trendsHave recent elections changed the political landscape within our domestic or foreign markets? What type of industry regulations do newly-elected officials favor?What are we currently doing to maintain good relations with elected officials? Have these activities been effective? Why or why not?Legal and regulatory factorsWhat changes in international, federal, state, or local laws and regulations are being proposed that would affect our marketing activities?Do recent court decisions suggest that we should modify our marketing activities?Do the recent rulings of federal, state, local and self-regulatory agencies suggest that we should modify our marketing activities?What effect will changes in global trade agreements have on our international marketing opportunities?Changes in technologyWhat impact has changing technology had on our customers?What technological changes will affect the way we operate or manufacture our products?What technological changes will affect the way we conduct marketing activities, such as distribution or promotion?Do current technologies exist that we are not using to their fullest potential in making our marketing activities more effective and efficient?Do any technological advances threaten to make our product(s) obsolete?Cultural trendsHow are societys demographics and values changing?What effect will these changes have on our:product(s):pricing:distribution:promotion:people:What problems or opportunities are being created by changes in the cultural diversity of our customers and employees?What is the general attitude of society about our industry, company, and product(s)? Could we take actions to improve this attitude?What consumer or environmental groups could intervene in the operations of our industry or company?What ethical issues should we address?B.The Customer EnvironmentWho are our current and potential customers?Demographic characteristics: sex, age, income, occupation, education, ethnic background, family life cycle, etc.Current customers:Potential customers:Geographic characteristics: location, density, etc.Current customers:Potential customers:Psychographic characteristics: attitudes, opinion, interests, motives, lifestylesCurrent customers:Potential customers:Do the purchasers of our products differ from the users of our products? Who are the major influencers of the purchase decision?Who is financially responsible for making the purchase?What do our customers do with our products?In what quantities and in what combinations are our products purchased?How do heavy users of our products differ from light users?How do customers use complementary products with our products?What do our customers do with our products after consumption? Do they recycle our products or our packaging?Where do our customers purchase our products?From what types of intermediaries are our products purchased?Retail stores:Wholesale outlets:Catalog outlets:Electronic outlets:How does electronic commerce have an effect on the purchase of our products? Will this effect change in the future?Are our customers increasing their purchasing from nonstore outlets such as catalogs, home shopping networks, or the Internet?When do our customers purchase our products?Are the purchase and consumption of our products seasonal?To what extent do promotional events affect the purchase and consumption of our products?Do the purchase and consumption of our products vary based on changes in physical/social surroundings, time perceptions, or the purchase task?Why (and how) do our customers select our products?What are the basic benefits provided by our products and our competitors products?What are the customer needs that are fulfilled by the benefits delivered by our products and our competitors products?How well do our products and our competitors products meet the needs of our customers?How are the needs of our customers expected to change in the future?What methods of payment do our customers use when making a purchase?Are our customers prone to developing close long-term relationships with us and our competitors, or do they buy in a transactional fashion (primarily on price)?Why do potential customers not purchase our products?What are the basic needs of noncustomers that are not being met by our products?What are the features, benefits, or advantages of competing products that cause noncustomers to choose them over our products?Are there issues related to distribution, promotion, and pricing that cause customers to not purchase our products?What is the potential for converting these noncustomers to our products?C.Internal (Organizational) EnvironmentReview of marketing goals, objectives, and performanceWhat are our current marketing goals and objectives?Are our marketing goals and objectives consistent with the mission, goals, and objectives of the firm? Why or why not?Are our marketing goals and objectives consistent with recent changes in the marketing or customer environments? Why or why not?How are our current marketing strategies performing in terms of sales volume, market share, profitability and communication (e.g., awareness and preference) objectives?How does our current performance compare to other firms in the industry? Is the performance of the industry as a whole improving or declining? Why?If our performance is declining, what is the most likely cause? Are our marketing objectives inconsistent with changes in the marketing or customer environments? Is the strategy flawed? Was the strategy poorly implemented?If our performance is improving, what actions can we take to ensure that our performance continues to improve? Is the improvement in performance due to a better than anticipated environment or superior planning and implementation?Review of current and anticipated organizational resourcesWhat is the state of our current organizational resources (e.g., financial, capital, human, experience, relationships with key suppliers or customers)?Are these resources likely to change for the better or worse in the near future?If the changes are for the better, how can we utilize these added resources to our advantage in meeting customer needs better than competitors?If the changes are for the worse, what can be done to compensate for these new constraints on our resources?Review of current and anticipated cultural and structural issuesWhat are the positive and negative aspects of the current and anticipated culture of the firm?What issues related to internal politics and power struggles might affect our marketing activities?What is the overall position and importance of the marketing function as seen by other functional areas? Are key executive positions expected to change in the future?How will the overall customer-orientation of the firm (or lack thereof) affect our marketing activities?Does the firm emphasize a long- or short-term planning horizon? How will this emphasis affect our marketing activities?Currently, are there positive or negative issues with respect to motivating our employees, especially those in customer-contact positions (e.g., sales, customer service)?III.SWOT AnalysisA.StrengthsStrength 1:How does this strength assist us in meeting customer needs?How does this strength compare to our competitors strengths? Does this strength make us different from (better than) our competitors in the minds of our customers?Strength 2:How does this strength assist us in meeting customer needs?How does this strength compare to our competitors strengths? Does this strength make us different from (better than) our competitors in the minds of our customers?Strength 3:How does this strength assist us in meeting customer needs?How does this strength compare to our competitors strengths? Does this strength make us different from (better than) our competitors in the minds of our customers?Strength 4:How does this strength assist us in meeting customer needs?How does this strength compare to our competitors strengths? Does this strength make us different from (better than) our competitors in the minds of our customers?B.WeaknessesWeakness 1:How does this weakness hinder us in meeting customer needs?How does this weakness compare to our competitors weaknesses? Does this weakness make us different from (worse than) our competitors in the minds of our customers?Weakness 2:How does this weakness hinder us in meeting customer needs?How does this weakness compare to our competitors weaknesses? Does this weakness make us different from (worse than) our competitors in the minds of our customers?Weakness 3:How does this weakness hinder us in meeting customer needs?How does this weakness compare to our competitors weaknesses? Does this weakness make us different from (worse than) our competitors in the minds of our customers?Weakness 4:How does this weakness hinder us in meeting customer needs?How does this weakness compare to our competitors weaknesses? Does this weakness make us different from (worse than) our competitors in the minds of our customers?C.OpportunitiesOpportunity 1:How is this opportunity related to serving the needs of our customers?What actions must we take to capitalize on this opportunity in the short-term and in the long-term?Opportunity 2:How is this opportunity related to serving the needs of our customers?What actions must we take to capitalize on this opportunity in the short-term and in the long-term?Opportunity 3:How is this opportunity related to serving the needs of our customers?What actions must we take to capitalize on this opportunity in the short-term and in the long-term?Opportunity 4:How is this opportunity related to serving the needs of our customers?What actions must we take to capitalize on this opportunity in the short-term and in the long-term?D.ThreatsThreat 1:How is this threat related to serving the needs of our customers?What actions must we take to prevent this threat from limiting our capabilities in the short-term and in the long-term?Threat 2:How is this threat related to serving the needs of our customers?What actions must we take to prevent this threat from limiting our capabilities in the short-term and in the long-term?Threat 3:How is this threat related to serving the needs of our customers?What actions must we take to prevent this threat from limiting our capabilities in the short-term and in the long-term?Threat 4:How is this threat related to serving the needs of our customers?What actions must we take to prevent this threat from limiting our capabilities in the short-term and in the long-term?E.The SWOT MatrixStrengths:Opportunities:Weaknesses:Threats:F.Matching, Converting, Minimizing, and Avoiding StrategiesHow can we match our strengths to our opportunities to create capabilities in serving the needs of our customers?How can we convert our weaknesses into strengths?How can we convert our threats into opportunities?How can we minimize or avoid those weaknesses and threats that cannot be successfully converted?Do we possess any major liabilities (unconverted weaknesses that match unconverted threats) or limitations (unconverted weaknesses or threats that match opportunities)? Are these liabilities and limitations obvious to our customers?Are there ways that these liabilities and limitations can be minimized or avoided?IV.Marketing Goals and ObjectivesA.Marketing Goal A:Objective A1:Specific and measurable outcome:Time frame:Responsible unit/