Situation Analysis
134
Innovative Marketing, Volume 2, Issue 2, 2006
SITUATION ANALYSIS AND STRATEGIC PLANNING: AN EMPIRICAL CASE STUDY IN THE UK BEVERAGE INDUSTRY
Demetris Vrontis, Alkis Thrassou Abstract
Marketing planning is a key function for marketing oriented organisations. The following paper has been compiled in order to develop a marketing plan for a soft drink beverage company. Though out this case, it is illustrated that the stages in planning process are interrelated and cannot work in isolation. They all add to the development of a focus and specific marketing plan that needs to be followed by marketing oriented companies. Key words: Environmental Analysis, Marketing Planning, Strategy, Tactics.
Marketing Planning – A Theoretical Overview
Marketing planning is defined by Woods (2003) as the structured process of researching and analysing the marketing situation, developing and documenting marketing objectives, strategies, and programs, and implementing, evaluating and controlling activities to achieve objectives. The marketing plan process is illustrated below in Figure 1.
Prerequisites Mission Policies
McKinsey Matrix
Situational Analysis
PLC Concept
Internal Analysis Sales/Profitability Market Share 7ps
External Analysis Micro Environment Macro Environment
SWOT
Objectives
Fundamental Strategies Segmentation Targeting Positioning Ansoff Generic Strategies BCG
Marketing Tactics Product Price Distribution Promotion Service mix Implementation Measurement and Control People Physical Evidence Process Management
Fig. 1. The STRATICS PROCESS – Marketing Planning
© Demetris Vrontis, Alkis Thrassou, 2006
Innovative Marketing, Volume 2, Issue 2, 2006
135
Marketing planning is critical for a company as it evaluates the company, gives directions and guidance, and enables to set objectives and to identify alternatives and strategies. Furthermore, it can help to improve the quality of decision by reducing rushed decisions and
Innovative Marketing, Volume 2, Issue 2, 2006
SITUATION ANALYSIS AND STRATEGIC PLANNING: AN EMPIRICAL CASE STUDY IN THE UK BEVERAGE INDUSTRY
Demetris Vrontis, Alkis Thrassou Abstract
Marketing planning is a key function for marketing oriented organisations. The following paper has been compiled in order to develop a marketing plan for a soft drink beverage company. Though out this case, it is illustrated that the stages in planning process are interrelated and cannot work in isolation. They all add to the development of a focus and specific marketing plan that needs to be followed by marketing oriented companies. Key words: Environmental Analysis, Marketing Planning, Strategy, Tactics.
Marketing Planning – A Theoretical Overview
Marketing planning is defined by Woods (2003) as the structured process of researching and analysing the marketing situation, developing and documenting marketing objectives, strategies, and programs, and implementing, evaluating and controlling activities to achieve objectives. The marketing plan process is illustrated below in Figure 1.
Prerequisites Mission Policies
McKinsey Matrix
Situational Analysis
PLC Concept
Internal Analysis Sales/Profitability Market Share 7ps
External Analysis Micro Environment Macro Environment
SWOT
Objectives
Fundamental Strategies Segmentation Targeting Positioning Ansoff Generic Strategies BCG
Marketing Tactics Product Price Distribution Promotion Service mix Implementation Measurement and Control People Physical Evidence Process Management
Fig. 1. The STRATICS PROCESS – Marketing Planning
© Demetris Vrontis, Alkis Thrassou, 2006
Innovative Marketing, Volume 2, Issue 2, 2006
135
Marketing planning is critical for a company as it evaluates the company, gives directions and guidance, and enables to set objectives and to identify alternatives and strategies. Furthermore, it can help to improve the quality of decision by reducing rushed decisions and
References: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Aaker, D. (1998), Strategic Market Management, 5th Edition, John Wiley & Sons Inc. Boseley, S. (2002), www.gueardianunlimited, “Alcohol problem inflicts 3bn bill on NHS”, March 1st 2002. Brassington and Pettitt (2001), Principles of Marketing, 2nd Edition, Prentice Hall. Doyle, P. (1998), Marketing Management and Strategy, 2nd Edition, Prentice Hall. Dibb, S. (1996), The Marketing Planning. Workbook. London: Routledge. Drummond, G. and Ensor, J. (2001), Strategic Marketing, planning and control, 2nd Edition, Butterworth Heinemann. Kotler, P. (1994), Marketing Management: Analysis, Planning, Implementation and Control, 5th Edition, Prentice Hall International. Mintel (2002), Mintel International Group Limited, Adult Soft Drinks, 29/01/2002. McDonald, M. (1995), Marketing Plans – How to use them: How to prepare them, 3rd Edition Butterworth Heinemann. Simkin, L. and Cheng, A. (1997), Making Intelligence and Planning, Understanding Competitors’ Strategies: The Practitioner-Academic Gap, Vol. 15, Iss. 3, pp. 124-134. Smith, P., Berry, C. and Vrontis, D. (2001), STRATICS: Strategy and Tactics in Marketing. Vrontis, D. (2003), “McDonald’s. The Impact of the External Environment on its International Marketing Operations. Standardisation, Adaptation or AdaptStandation?” International Journal of Management Cases, Vol. 6, Iss. 2, pp. 30-40. Woods, M.B. (2003), The Marketing Plan. A Handbook. New Jersey: Prentice-Hall. www.Merrydownplc.co.uk, 22/02/02 www.shloer.co.uk, 22/02/02 13. 14. 15.